Dynamic creative or personalized display ads or personalized video ads make digital advertising worth the effort and cost. These ads allow you to show the right message to the right audience, at the right time, reducing the chances of your message been ignored.
Modern digital advertising is finally delivering upon the promises made many years ago. Here are the seven features that are making marketers fall in love with personalization display ads.
Personalized display ads can rely on location data to serve your users with specific messages.
The location data could be as simple as the viewer’s IP address or GPS location. The beauty of this feature is that it allows you to target specific audiences depending on local tastes.
In addition, you can run multiple campaigns, targeting different markets without having to produce manual copies of your ad.
This feature allows you to show specific viewers selected products or offers based on spreadsheet-based or live data.
Using feeds allows you to target those customers who previously browsed your products or had shown interest. Marketers use the feature to retarget selected viewers and is a useful tool for cross-selling and running promotions based on abandoned carts.
- Progressive Storytelling
This is the concept of only showing certain ads to specific viewers, in a set order, frequency, and continuous narrative. Note that this feature relies on the previous user interaction history with your brand to create focused campaigns.
- Using Demographic Targeting
This feature is most effective when used with the first-person data you have or third-person data you have purchased.
Personalized display ads and personalized video ads let marketers use the same product and offer to create individualized messages based on a user’s demographic. The feature can also be used for optimizing landing pages connected to demographics for conformity.
- Behavior Prospecting Feature
Marketers use either interest in specific products or research history to create dynamic creatives driven by already analyzed data. In fact, marketers can change just about any object in a banner, including imagery and copy, with behavioral prospecting using a data feed. Doing this helps reduce the requirement to create a hundred versions of a single banner, for example.
- Ability to Mirror User Journey
Using user journey data, marketers target their viewers at each stage depending on the layer in the sales funnel where the user is at. Further, viewers are served with different ad variations displaying relevant messages for each stage.
- Using Artificial Intelligence (AI)
Dynamic creatives can make use of algorithms to choose the best elements on demand. This feature works in tandem with various pre-selected data sources to create the best creative combination that is shown to a viewer.
AI helps marketers build campaigns using geo-targeting, demographic data, and contextual data to create the ultimate dynamic ad. Further, it is possible to use as many data sources as you would like.
For example, traffic conditions and weather reports can be used to create highly targeted dynamic ads.
Businesses have realized that there is little value to be derived from the mass-personalization of display ads. It is impossible to create so many variations and sizes at scale, and keep your production costs low!
This is where these features of ad-tech come in and help you create the number of ads required to make dynamic creatives a reality for many marketers easily.