What is Dynamic Advertising?
Dynamic Advertising, also referred to as Dynamic Creative Optimisation (DCO), is revolutionising the advertising landscape by tailoring messages to specific contexts. By leveraging DCO, marketers can create highly personalised campaigns that resonate with their target audience. This process involves customising advertising content based on various factors, including the user's geographic location, web browsing behaviour, and product availability. As businesses strive to enhance their marketing strategies, the adaptation to the geographical context through DCO is rapidly gaining momentum. It enables advertisers to maximise their reach and engagement by delivering contextually relevant content that captures the attention of potential customers in specific locations.
Ad creatives can differ depending on the location, including elements such as captions, visuals, and prices. It is crucial to adapt the content based on triggers that incorporate changes in messages, images, prices, and other factors determined by the user's location, profile, and other contextual elements.
This technique is gaining popularity as it boosts advertising campaign performance, and it allows the creation of dynamic ads that are tailored to store specific information, stock availability, and product-focused content.
One type of Dynamic Ad is the Dynamic Search Ad, which appears on search engines and is based on website content rather than specific keywords. This ad format saves time as there is no need to map keywords, set up bids, or create ad text for each ad, and it enables marketers to reach audiences beyond the keywords they are already targeting in their campaigns, resulting in additional traffic and increased reach.
Each media platform can have its own unique characteristics, and the integration of advertisements may not necessarily be the same across all platforms. This is what we will explore. Additionally, it is important to pay attention to the dimensions of ad creatives, especially in the case of static advertising on display networks.
The formats used for Dynamic Ads are the same as the standard IAB formats.
The IAB formats refer to advertising banners that can be found on websites, social media platforms, and mobile applications. They can come in various forms such as static images or videos. On the other hand, the interstitial is an advertisement that displays on the entire screen of a device before redirecting the user to the website or application.
How does Dynamic Advertising work?
It should be noted that there are two things that can be customised from a feed.
- Texts
- Images
By leveraging personalisation based on location, product feeds, weather broadcast, stock availability, and population density, businesses can deliver highly tailored experiences to their customers.
The product feed is a structured file containing detailed and specific information about multiple products. The text variable can be a single textual element in a description or on an image that can be integrated into different parts of dynamic or static advertisements.
The product feed is used to manage and synchronise detailed information about multiple products, while the text variable is used to personalise text elements in ads or web pages with specific information, such as a user's name or the current time.
The text variable in description can be used on media such as Google, Meta, or Display. It refers to all the elements that can be used in text format (locations, promotions, dates, prices, etc.)
The image is a variable that can also be used across all media. Its creation can be done via HTML5 or with static images using image generation tools. Customisation of the creations can be done directly within the media.
Good to know: the retrieved data that enables the customisation of these ads comes from various sources, either from platforms such as DeepReach or from the product feeds of agencies or direct advertisers. We are talking about geographical data, weather data, product feeds, and more.
Why use Dynamic Ads?
Advertisers can leverage these differences to create more effective and targeted campaigns, modifying creatives based on location and variables to create personalised messages for each user.
Location is one such factor that can influence ad creatives, with variations made to better appeal to the preferences and needs of audiences in specific areas. The variable is another factor, with language and phrasing adjusted to suit the interests and message the advertiser wishes to convey.
Furthermore, by utilising feed variables, it is possible to incorporate platform-specific call-to-action buttons, such as "Learn More" or "Shop Now," which significantly enhance user engagement. Additionally, the call to action can be customised to meet specific requirements and objectives locally.
Dynamic Ads offer several benefits, including increased consumer interest, improved brand perception, and greater relevance to user needs. By targeting ads more effectively, they can increase brand revenue and optimise return on advertising spend.
What is the interest?
- depending on store-specific information
- more focused on product
- availability of stocks
Dynamic Ads can be used in two ways - remarketing and user acquisition. In remarketing, personalised ads are shown to users who have shown an interest in a particular product or offer. This is done by leveraging user-based data and CRM cookies with 3rd party ad networks. Remarketing through Dynamic Ads has proven to be highly effective in increasing conversions.
In user acquisition, customer segments are synced with ad networks to generate Dynamic Ads for programmatic audience buying. This enables marketers to extend their media campaigns by reaching new users who are likely to be interested in their products or services. This is achieved through automated look-alike audiences.
By using Dynamic Ads for user acquisition, marketers can expand their reach and target a wider audience, which can result in increased brand awareness and revenue.
What are the specific features?
As a reminder, when it comes to distinguishing between types of variables, it is important to note that on Google and Meta, it is possible to integrate text variables into advertising descriptions. However, when it comes to images, this is only possible through pre-generated image tools, unlike display, which integrates the variable into the creation through its HTML5 format.
Various tools can be used to create these advertisements with different variables, such as Creatopy which helps businesses customise, automate and scale up their ad production and delivery.
In reality, integrating each campaign with a different variable for multiple stores can be quite time-consuming... Using a technology like DeepReach makes it easier and faster to launch campaigns with different variables across multiple locations with dedicated creations.
DeepReach automation allows for advertising creation personalisation through Creatopy, but most importantly, it targets the specific point of sale by using campaigns composed of multiple dimensions with realtime personalisation.
Why should you use Dynamic Ads?
If you need to create local advertising that includes different information based on your points of sale, you may want to consider using Dynamic Ads.
Objective: to create Dynamic Ads and provide text fields and designs that will be personalised for each point of sale.
Regarding your need for local advertising, implementing different information according to your points of sale can be achieved through the use of Dynamic Ads. This approach can help you to increase your ad performance and ultimately drive more sales. By using Dynamic Ads, you can ensure that your advertising spend is optimised, and you are targeting the customers who are most likely to be interested in your products or services. Overall, Dynamic Ads are a powerful tool that can help you to achieve your advertising goals and drive business growth.
Guillaume Penigaud, VP Product at DeepReach, testifies:
Dynamic Ads are gaining momentum in local marketing due to their ability to automatically tailor ad content based on location and real-time data, such as local inventory or pricing.
This dynamic and personalised approach not only enhances the relevancy of ads for local customers but also maximises advertising efficiency by adapting to the ever-changing local market conditions.
What are the key takeaways?
Dynamic Ads also allow for the creation of product-focused content and tailored ads that can be adapted to store specific information and stock availability, which can result in increased sales and revenue.
There are actually two additional benefits:
- Highly personalised targeting
- Customised creatives
And with the DeepReach platform, this is a task that can be performed more quickly and easily.
It allows for the simple creation of personalised campaigns by store, for multiple locations and needs, with just a few clicks, simultaneously.
It is all the more interesting to use technologies since intelligent file import systems and specific point-of-sale information update systems optimise the creation of personalised advertisements.
Dynamic Ads have transformed general campaigns into local campaigns that are personalised by outlet, without the need for time-consuming manual work. As a result, Dynamic Ads have proven to be a powerful tool for local advertising. By allowing local businesses to create customised ads that are tailored to their target audience, Dynamic Ads can increase engagement and drive more conversions. Through data-driven targeting and optimisation, businesses can ensure that their ads are seen by the right people at the right time, which can ultimately lead to increased revenue and growth. With the continued rise of digital advertising, Dynamic Ads will only become more important for local businesses looking to compete in a crowded marketplace. By embracing this technology and staying up-to-date with the latest trends and best practices, businesses can stay ahead of the curve and reap the benefits of Dynamic Ads for years to come. We can wonder what role AI will play in the design and creation of Dynamic ads …?
