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BizReport : Advertising : March 02, 2009

Dynamic Display Ads - now that's dapper

You know the old direct marketing mantra - the right offer to the right person at the right time? Well, it's come to display ads, courtesy of Dynamic Display Ads from Dapper.

by Helen Leggatt

Instead of 'one creative suits all', Dapper have introduced a service that triggers ad offers via user behavior or the context in which the ad appears. More so, the creative auto-optimizes itself, in real time. Essentially, Dapper have merged the performance of search with display ads.

The Dynamic Display Ads enable advertisers to deliver ads with creative elements and real-time pricing offers pulled from their own website or inventory data. This means consumers will see ads with more relevant offers, when they're at their most responsive.

"By showing live product offers that are targeted semantically via context, behav¬ioral, geo or demo input, the right offer is shown to the right consumer at the right time," said Paul Knegten, head of marketing for Dapper.

And there's no need for endless variations of one creative. Just one creative will dynamically adapt itself each time it is shown, based on context, behavioral or retargeting cues, said Knegten.

For example, if a user browses a page on London travel, he will see ads relevant to London only - be it tickets for shows, hotel deals or car hire specials. When that same user switches pages to view content about Paris, the ads will change accordingly.

Essentially, ads become information, part of the content of the page the user is browsing. It's no wonder, then, that Dapper's Dynamic Display Ads claim to attract 3-5 times the CTR of other 'smart ads'.

Tags: creative, Dapper, display advertising, dynamic display ads, real-time pricing, search

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