TECH SENSE: What are Dynamic Ads?
What does it mean to be “dynamic?” To be dynamic means to have the ability to freely change and adapt to surroundings. Now, how would this apply to rich media advertising? Well, if we allow the elements in the creative to be dynamic, then the message can change based on its environment, allowing control of creative delivery. In theory, dynamic advertising could refocus the creative message and design of an ad, keep the ad relevant and eventually increase return on investment (ROI) by reducing waste.
Dynamic ads might sound like a new concept, but they’ve actually been around for quite some time. Surprisingly, their construction has remained relatively unchanged; the typical creative elements are still a logo, background, imagery and copy. The copy can be a combination of informative text, offers, coupons or general brand messaging. All of these elements may be manipulated and changed to suit both the advertiser’s and consumer’s needs based on the placement of the ad and where the consumer is in the purchase funnel. The challenge is knowing when and why to make these changes.
It doesn’t matter whether or not a consumer wishes to receive an ad, they will receive one anyway. So why not make the ad relevant to that consumer? Dynamic creative optimization (DCO), allows an advertiser to reduce waste and deliver a tailored message and creative design to each individual consumer. We are exposed to ads all day, every day and those ads should speak directly to our needs and wants, even if what we want changes on a daily basis.
This is where the optimization piece of DCO comes into play. We may do our research and think we know who and where our target audience is at the beginning of the campaign, but if that same target audience is changing on an individual basis, then the ads we deliver to them should also change to suit their needs. Dynamic ads do this by learning from their surroundings and user interaction. The dynamic ad can intelligently make critical decisions about what to display to a specific individual, and is flexible enough to know when that individual’s intentions change. For example, an ad using Yahoo’s SMART technology receives information on the user’s location, age, gender, and browsing behaviors. We can target this user based on this information, deliver a custom creative, and then cookie that user for retargeting. If that user changes any of their demographic data, the dynamic ad will then retarget and deliver a new ad experience.
Recent advancements in ad viewer profiling have made this granular level of targeting possible. We now know who views an ad, when and where they view it and, often, why they are viewing it. If we take advantage of all of this audience, behavioral, demographic and geographical data, we can create smarter ads. For example, if we are selling men’s outerwear, we might want to target men between the ages of 18 and 35 living in cold climates whose recent browsing history suggests they are shopping for apparel. With first and third party data, we are able to find these users and dynamically deliver a customized rich media ad unit that has a higher likelihood to generate an action from that consumer. Say we have a retailer that wants to sell an array of products. Each product may have a different target consumer. With dynamic creative we have the ability to create unique creative versions that speak directly to each consumer and their specific interests.
Reaching the consumer on an individual basis and knowing how that consumer changes allows the brand to remain relevant. Remaining relevant to the consumer means a greater chance of inciting a conversion or sale. Consumers are exposed to ads all day, every day, so let’s make every ad count by making them as relevant as possible.