Programmatic ad buyers: You might also like dynamic creative
The first way we’ll discuss to up your game in marketing technology is by using programmatic buying to deploy dynamic ad creative.
Let me explain.
Programmatic advertising identifies a target audience or individual and then purchases ad space in real time on whichever website or other digital publisher the target audience or individual visits.
This is different from traditional media buys, where you purchase impressions on a website which caters to an audience that matches your demographic.
In traditional advertising, you buy a few hundred-thousand impressions. Some of those viewers will be people who have visited your site in the past. You’ll also reach people who might become interested in purchasing your product or service after seeing your ad and learning about you for the first time.
With programmatic, you buy ad space one impression at a time and serve it directly to a consumer you have identified as valuable. This is usually based on something more accurate than just demographics or who has visited your site.
Dynamic creative takes it one step further. This is the building of one unique ad for a specific individual based on what we know about them. It’s building an ad shell that has a placeholder for a message, a photo and a call to action (CTA), and then populating a custom ad on the fly.
For our healthy food delivery service, we created ads for each user based on four buckets:
- Prospecting = visitors who have never been to the website
- Retargeting = visitors who have been to the website
- New Retargeting = visitors who have been to the website previously and have not made a purchase previously
- Existing Retargeting = visitors who have been to the website previously and have made a purchase previously
So, if consumers visited a healthy food service delivery website and looked at yellow coconut curry with pork, that’s the image we are going to show them on your ad. If they are an “existing retarget” we are going to show them a salient message. And if it’s early in the day, (so we can still ship today), we’re going to show a CTA that says we can deliver it overnight.
The criteria for targeting in another campaign could be completely different. Age, buying habits, gender, location or other customer data points available can be used to define the content each person gets served.
The power of combining programmatic with dynamic creative means that the existing retargeted consumer can visit a site they’ve never visited before that might be out of character for them and be served with an adthat didn’t exist 3 seconds ago. Artificial intelligence gathered the pieces and created it just for them because they expressed an interest in yellow coconut curry with pork.
Because the ad was built on the fly, no one, from the creative director to the client, actually reviewed the ad before it was served. They had to approve all the ingredients ahead of time that would go into the “cake”—and then trust that the result would be tasty each time without actually sticking a fork in it to sample individual slices.
And, because programmatic trading programs quickly learn which consumers respond best to “spice cake” and those who prefer “chocolate,” a good trading desk can serve up just the right ad every time.
It worked great for our healthy food service client (along with many, many others), and it can benefit your business too.