Guy O’Brien believes dynamic creative is the future. Here he outlines why.
With granular targeting aligned to scalable contextual environments by using multiple data points and techniques, the rise of
programmatic media placement
has allowed B2B audiences to be addressed online like never before. This is great news from a delivery point of view, but it’s at the point of delivery where opportunities to engage meaningfully can be missed.
Strategic business purchase decisions are now spread across multiple stake holders at mid-market to enterprise level, and gaining buy in across this line of business is more challenging than ever before. So, it’s crucial that when your audience receives your messaging speaks to the point of view of the user and delivers content and narrative that is in line with themselves and the context and environment it is being received in.
Dynamic creative allows for messaging variables to change the content of each ad, in real-time, dependent on the viewer and the contextual environment. As each ad is tailored to each user, brands and marketers can connect with their audiences in a much more meaningful way, leading to better recall and improved campaign performance rates: up to 3 x increases in CTR with CPAs up to 50% lower compared to static retargeting.
Six key benefits to building in dynamic creative:
1. Data-led personalisation:
The messaging is informed by the data used, allowing for more precision, higher relevance and greater recall. Being able to generate cut through and focus on the right user, with the right message in the right environment is the first step to elevating a brand above the many marketing messages that they are receiving when online and across multiple devices.
2. Higher engagement:
Driven by an integrated feed, just one dynamic template has the potential to render into an unlimited number of ad variations, making it ideal for both prospecting and re-marketing activities. Most importantly, each final ad has the appearance of being built solely for that design and tailored to the person viewing, leading to a richer visual experience and a higher potential for engagement. For example Encore Digital Media’s campaign for The Department of International Trade to flag British success in real time at the Cannes Lions delivered a x3 engagement rate.
3. Improved optimisation
Message variables that are baked in to a B2B delivery strategy means they can be delivered as and when the user shows a specific signal. Knowing where people are on their user journey within a campaign means messaging that allows for greater story telling progression in line with user experience can be delivered.
4. Better creativity
Being able to change message, images, look and feel, pricing etc. allows for a higher level of creativity without the cost, resource and time taken of having to design, build and deploy individual ad formats to carry each message. Advertisers like Skoda UK have been investing in dynamic creative for over two years and this has allowed them to test 1000s of message variations and offers this all within the same series of initial dynamic templates. As the ads are driven by a dynamic feeds, they can create and test new offers, images and CTA all within seconds.
This huge increase in responsiveness means the client and their agency can take insights received in the morning and make creative changes that afternoon. This level of optimisation means that campaign messages are able to reach the right audiences faster and ultimately leads to improved performance all round
5. Cost saving
The set up and customisation of a B2B dynamic template can be a fraction of the price of the myriad of formats and messages produced normally. Campaigns vary greatly but the more sizes and designs you have, the greater the cost reduction. On average, a typical client campaign could involve around eight ad sizes across 10 design variations. One design variation could include a change of copy or product image and would require a completely separate ad format for each design combination: this could mean that the final number of formats developed would be 80.
6. Time saving
The design and build process is far shorter than the standard production timings usually associated with a B2B multi message and multi format campaign. Depending on the size of the campaign, dynamic creative can be developed in as little as 10-25% of the time as standard banners. The larger the number of creative designs, the greater the time saving. The initial design process is similar to that of standard ad formats. The only additional consideration is making sure that the design can accommodate for varying lengths of dynamic copy.
Once the design is completed, the build time required is far shorter than standard formats as you’re only producing one set of templates for each ad size required. The design and production process can be achieved in as little as seven to 10 days which is roughly the same amount of time that it takes to produce a single set of standard formats across just one designs. For the client, the main saving is a reduction in design sign off time. For the agency, there are further times savings around reduced creative QA and trafficking.
and dynamic is the next step forward for the B2B marketing landscape; quality data aligned with precision messaging is where the smart brands will escalate their engagement and share of mind with the niche audiences they’re looking to engage.
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