«Making it work in your world Dynamic Creative Optimization Introduction For many online advertisers and agencies, reach is no longer the big ...»
• Product-level retargeting can happen both at the Product Detail Page and the Shopping Cart page if the user abandons without making a purchase.
• Retargeting can be tailored to how long ago a user visited the advertisers site – for a quick follow-up or a longer term “we miss you” message.
• Introduce local incentives with geo-targeted dynamic coupons reflecting local brick-and-mortar offers.
• Go beyond the usual product image to create a dynamic lookbook using optimization to showcase the popular images, behavioral retargeting to tie images to user interests, or contextual retargeting to synch with user content choices (See Figure 4).
Dynamic elements to consider
• SKUs, product IDs, prices and images
• Interest and category-based messaging
• Purchase-path messaging from prospecting to retention Making it work in your world Dynamic Creative Optimization Travel & Leisure For retargeting campaigns in the Travel sector, DCO allows them to serve the right creative version depending on what destination or property they’ve browsed. Airline, travel and hotel companies can get excellent ROI from DCO used for destination, property or packagebased retargeting.
• Airline and travel companies can include dynamic geotargeting to deliver fares in the creative, because the ad knows the intended destination and likely point of departure as well.
• A tour operator clearinghouse might choose demographic data to feed targeting of different offers. For instance, targeting a younger demographic for their ‘Mediterranean Party Island Tour’ or ‘Europe on the Cheap’ tours, and an older demo for ‘Tuscan Villa Tour’ or ‘Imperial Palaces of Asia.’
• In addition, most airline and hotel companies will have some form of rewards program and can use DCO for retention. Users will sometimes login to check their accumulated points or miles, and this is a great opportunity to fire a retargeting tag. Advertisers can leverage other pieces of information - such as status (silver, gold or platinum) and points available - to trigger various dynamic messages.
• Contextual targeting can use publisher-supplied topic information to assist with prospecting. Travel publisher data can empower the advertiser to tailor ads by content visited – an article on Italy vs. a page on French wine tours, for example.
• Similarly, dynamic ads can leverage third-party behavioral data from aggregators and provide highly targeted ads reflecting their audience’s interests.
Dynamic elements to consider:
• Destinations and properties
• Fares by destination and departure point
• Frequent sales and price changes sales and frequently changing prices associated with this industry
• Amenities and benefits packages
• Imagery for multivariate auto-optimization - does a hotel ad lead with views of the property, views of the room, etc.
Making it work in your world Dynamic Creative Optimization Consumer Packaged Goods CPG is a good candidate for DCO campaigns because of the global nature and range of products advertised within this vertical. Many CPG companies have a wide range of products that can vary by locality.
Many CPGs also do Content Marketing and reliably produce new content for their brands on a regular basis – usually weekly – in order to keep viewers engaged. Dynamic Creative provides the ability to dynamically alter the creative to align with episodic Content Marketing efforts, allowing advertisers to rotate through a series of “Tip of the Week” or “This Week’s Recipe” features without re-trafficking.
Dynamic elements to consider
• Localization details
• Episodic versions with tips or recipes of the week
Making it work in your world Dynamic Creative Optimization Entertainment For the film, live performance and TV industries in particular, DCO provides an excellent tool for managing and exploiting the time-sensitive nature of releases, tours or premieres. In addition, the cinema or gaming fan base is often hungry for content and engagement with their favorite characters, franchise or game. DCO makes serializing ads remarkably simple and effective.
• DCO provides the ability to create instant updates in ads as film and program premiers approach. Teaser trailers, new imagery, countdowns, new “reveals” and other promotional tools are all relatively simple with DCO. And that’s just the beginning.
• DCO can complement highly immersive ad campaigns that rely on sequential storytelling, even game-ification, to tell a narrative through a series of ads. Dynamic elements can be used to reward users with a sequence of linear narratives as well. A user who has engaged with ad part 1 is served ad part 2 and so on (See Figure 5).
Some advertisers even “promote” Figure 5. A dynamic campaign for a fictional movie that challenges the audience to interact with all the their ads, directing fans to ads in the series. The campaign “remembers” how many ads/characters the user has interacted with.
specific sites to find the ad, story installment or mini game.
• When a movie is in cinemas, movie promoters can drive adresponders to movie-ticketing partner sites. Geolocation services can deep-link them to the user’s nearest cinemas, taking the consumer one or two steps away from conversion. In fact, with a daily movie feed, the movie’s clickable show times for that date can be added for the Figure 6. A geo-targeted ad for a fictional disaster movie that “destroys” the user’s nearest city to make the experience more noteworthy.
nearest cinema on the ad.
Making it work in your world Dynamic Creative Optimization
• Limited release movies can also leverage geo-targeting to localize the messaging of the announcement and grab attention (See Figure 6).
• As many entertainment campaigns run across different markets, there is often a need for localization. DCO is a great tool for this. For example, if you are building an ad to run across ten markets, each ad can leverage Dynamic Creative to swap in the ‘call to action’ and ‘video spots’ in the local languages.
• For large video game publishers, dynamic retargeting can capture which video game a user browsed as well as the genre. The user’s genre affinity can be used to retarget them with other video games in that genre.
Dynamic elements to consider:
• Sequential installments of a game or storyline
• Diverse products – i.e. video games or DVDs
• Show times
• Local release information
• Category targeting by genre Conclusion Advertisers have only scratched the surface of what they can achieve with DCO. Here at Sizmek, we’ve seen clickthrough rates triple as a result of using our DCO platform – one campaign even reached a 1,500% improvement in CTRs as a result of retargeting.
A number of cases that we’ve seen have also led to significant increases in conversion rates and average order values.
The more familiar and comfortable agencies become with the concept of DCO and all it can accomplish, the more possibilities they will find for incorporating dynamic elements – and real relevance – into the creative ideas they generate.