How Dynamic Marketing Creatives are Driving Customer Engagement
By Susan Linney
Today’s display ads need to be personalized on a granular level to effectively connect with and convert customers. This requires a massive amount of variation that’s only achievable in real time and at scale via dynamic creatives.
Online audiences are bombarded with ad experiences every time they hop on their laptop or pick up their smartphone. For brands and businesses, this makes connecting with consumers practically impossible without personalized ad content that offers immediately recognizable value. Today’s smart digital marketers are using dynamic, data-driven creatives to hit this sweet spot and provide customers with hyper-relevant experiences that engage them from the get-go.
And it’s a strategy that’s become essential, as nearly 80% of consumers say they only engage with offers that reflect previous interactions they’ve had with a business or brand. To achieve this level of personalization at scale, marketers must make use of templated creatives with dynamic, interchangeable elements to serve content that’s tailored to each user.
Thanks to creative management platforms(CMPs), brands of all shapes and sizes can take advantage of these tactics with relative ease. If you’re ready to boost your digital marketing strategy with data-driven dynamic creatives, here are some of the best ways to do it.
4 Highly Effective Types of Dynamic Creatives
1. Feed-Driven Creatives
Feed-based creatives allow marketers to build hundreds of ads optimized for product remarketing and retargeting campaigns. They’re designed for users who have shown interest in a web page or product, such as a consumer who has abandoned their shopping cart or stopped filling out a contact form. Feed-based dynamic creatives provide browsers with customized product offerings based on live data and/or data pulled from a spreadsheet, and can be filtered by a wide range of criteria, from location and demographic to price range, previous engagement, sales history, and more.
With the help of a CMP, it’s possible to create countless ad options based on user location data, allowing for highly granular targeting to boost engagement. For example, you can serve local promotions to people in specific areas to drive foot traffic to a physical store, or improve the appeal of an online ad with familiar, area-based imagery. Geotargeting can also be used to save money and exclude locations that have few target customers.
3. User-Journey Campaigns
Dynamic creatives that correspond to the user journey provide content based on where a customer is in the marketing funnel. Consumers are shown ad variants tailored to the stage they are in, whether it be the early stages of awareness or the final stages of action. This tactic can be especially effective in getting users to return to a website by only showing them offers they had previously expressed interest in. It can also be used to guide users through the funnel and bring them to a purchasing decision.
4. Contextual Creatives
Rather than rely on direct data about the user to drive engagement, contextual creatives consider the relevance of the environment in which an ad appears. Ads are tailored to page content based on a website’s keywords, boosting the relevance of a brand’s campaign on the page and creating a more cohesive experience for the customer. In addition to keywords, factors such as website topic, location, and language can also be targeted.
Programmatic Best Practices: Dynamic Creative Optimization (DCO)
DCO(dynamic creative optimization) is a type of ad tech that optimizes dynamic creatives automatically via multivariate testing. Powered by machine learning, it uses all the data sets we’ve already mentioned(and others), pulling from a DMP and/or CMP that’s integrated with the ad server.
DCO is a completely automated technology, which means it continues to gather information to improve the relevance of dynamic creatives without any manual labor. It’s a must-have tool for successfully implementing the above strategies to create highly personalized display ads that drive customer engagement.
To Sum It All Up
It’s clear that today’s display ads need to be personalized on a granular level to effectively connect with and convert customers. This requires a massive amount of variation that’s only achievable in real time and at scale via dynamic creatives. DCO is essential because it gives marketers the ability to optimize these creatives automatically and improve their performance in real time. As ad tech continues to advance and evolve, these kinds of programmatic solutions will only become more integral to the success of digital marketing campaigns.