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BizReport : Advertising archives : September 08, 2014

Report highlights ad content that can be made dynamic

A new report from custom programmatic advertising firm MyThings reveals some interesting findings about the optimization and customization of banners in real-time.

by Helen Leggatt

Thanks to technology and data, online ad design has evolved significantly over the past decade. More specifically, dynamic data technology now enables ad buyers to generate, in real-time and per impression, personalized ads that are created with different and relevant products, messages and layouts tailored to a user.

However, MyThings has observed that, today's online advertising environment has become increasingly "fully automated and template based" even dynamic creative. This has resulted in one brand's direct response campaign being barely indistinguishable from another's.

download.jpg"It is therefore no wonder that the creative of dynamic direct response campaigns has gotten a bad reputation, while inspiring creative is mainly associated with branding and upper funnel campaigns," says MyThings in their August, 2014, report 'Dynamic Creative: Data Insights & Best Practices'.

While dynamic ad content in terms of personalized products has a significant impact on lift, MyThings' report lists many other aspects of content that can be made dynamic and enhance ad performance, notably:

- Dynamic Inventory updates: Avoid a negative user experience by not showing ads with out-of-stock products or unavailability;

- Dynamic Language: Ensure that the ad is in the language of the user;

- Dynamic Geo-Targeting: To up relevance of 'free pick up' or other location-based messaging;

- Dynamic Messaging: MyThings found that click-through rates with dynamic messaging increased by 50% compared to ads without.

MyThings' report also covers other aspects of dynamic creative including banner size and the use of video and images.

"In today's advertising eco-system, there are companies that specialize in creative, mainly agencies, and there are data companies specializing in, well, data. All too often, agencies' data teams are disconnected or at best partially connected to creative teams," concludes the report. "The right side and the left side are part of the same brain! Taking the best of art (agency-standard creative) and the best of science (dynamic data technology) can help enhance both branding and sales."

Tags: advertising, data, dynamic, ecommerce, personalization, research

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