Dynamic by Default: Why Dynamic Creative Is The Evolution That Digital Advertising Needs And Consumers Demand
30 Jul, 2021
Digital audio and video advertising can be very repetitive. In fact, recent research has shown three in four consumers find it annoying to listen to or watch the same ads over and over again. The answer to this problem? A Million Ads suggest that advertisers should be striving to create content that is contextually relevant and personalised to the consumer.
Hitting the personalisation sweet spot
This is where dynamic advertising comes in. Simply put, it is ad placements that account for a wide range of data points, including location, demographics, environmental data such as time of day or weather, and campaign information around different products or promotions. By using this information for advertising, brands can create closer connections with consumers based on their current needs and contexts. Further, through sequence and rotation, ads can be made even more dynamic, ensuring the messaging stays fresh and thus helping to avoid ad fatigue.
Indeed this approach helps brands to tap into relevant consumer moments - a person’s mood on a Monday morning will be different to a Friday afternoon before a bank holiday weekend. Last year for example we worked with Benadryl and used real-time pollen data in a contextual manner to recommend the correct type of relief for the listener, directing them to their local Tesco store.
Similarly, we’ve also worked with McDonald’s alongside OMD and Leo Burnett to promote its delivery service, McDelivery, on the UberEats app. Using data points such as time of day and weather to drive consumers to the UberEats app, we then centered the ad around the unique rituals that people only do in their own homes, such as dipping their fries in three different sauces. The script was carefully crafted to resonate with the target audience and the campaign delivered 30,745 different ad variants, 37% purchase intent +16% incremental media value.
The pivot to dynamic
When someone says “dynamic creative”, we often think of display advertising, where static images and offers are combined to produce personalised banners. But the real value lies in using dynamic creative to personalise more immersive and emotive forms of advertising, such as audio and video.
In fact, marketers are increasingly rolling their audio and video advertising approaches into one strategy. This two-pronged approach packs an added punch in campaigns. Advertisers can instantly adjust elements such as voice-overs, script lines and visuals based on contextual clues and data signals, which makes the creative more attention-grabbing and helps to break through the noise.
Combating ad fatigue clearly has a huge impact on consumers but it also frees brands and creative teams to get more creative as they get more bang for their proverbial buck from an audio or video campaign. Rather than being restricted to a static script, the creative can truly come alive to appeal to audiences according to the personalised clues they’ll be most receptive to. And by doing so there’s endless possibilities to create award-winning global first campaigns.
Brands and creatives must ensure moving forward that they create meaningful experiences with their consumers. Becoming dynamic by default is the answer.