Digital advertising is full of buzz terms that can make your brain ache. We get it, we’re not immune to a little jargon overload ourselves and find our own heads spinning at times. However, there is one phrase that keeps popping up in our office when we’re talking about dealer ad campaigns, and it’s Dynamic Creative. Sound familiar? You’ve probably heard us evangelize on the benefits of dynamic creative before, but do you really know what it means? Well, let us shed a little light on that our friends…
In simple terms, dynamic creative refers to digital ads in which the content changes depending on data gathered from the user. This data can be based on location, behavior, device, demographics, or contextual, and allows the ad that gets shown to adjust automatically in order to be more personalized to the viewer. When used effectively, it means you have the ability to update the content of an ad based on exactly what someone is searching for and target them when it’s most effective (i.e. when they were just searching for the product that populates your ad.) Because dynamic ads are usually more targeted and relevant, it naturally follows that they are more cost effective too. Hit home with the exact product someone was looking for at the right time and in the right location and boom! — you’ve just served up the perfectly targeted and curated advertisement.
In simple terms, dynamic creative refers to digital ads in which the content changes depending on data gathered from the user.
In the automotive industry, this kind of advertising is more important than ever. Let’s imagine for a moment that we have a car shopper called Nadine who lives in old Montreal. She is interested in buying a new Mercedes compact and starts her search online. She visits the autoTRADER.ca marketplace, a dealer website, and carries out a couple of Google searches. Thanks to the magic of cookies and tracking data that see the trend of sites she is visiting and cars she is viewing, as well as the time of day, day of the week and geographic location (amongst other things,) a dynamic creative ad will automatically be updated in real-time with the most relevant vehicle for Nadine. In fact, Nadine might be so surprised by how perfect the car is for her and that the dealership is just a few blocks down the road, that she might just become one of those out-of-the-box “walk-ins.” What makes dynamic creative ads even more appealing, is that Nadine’s friend Joseph who lives down the road from her will have gone through exactly the same process as Nadine but will be served up an entirely different ad based upon his unique buying journey. And the best part is, you only populate the ads with inventory that you have on your lot, so there are no wasted ad dollars being spent. In fact, the ads update directly with your inventory feed, with the pricing, description, image, and location that you already have in place, ruling out the element of human error that comes to play when manually entering one vehicle after another.
Because dynamic ads are usually more targeted and relevant, it naturally follows that they are more cost effective too.
Our online environment is chaotic. We are presented with so much information all day, every day, that it’s sometimes easier to pay attention to nothing. When we are establishing digital advertising strategy we need to think how we break through that noise, and deliver valuable, relevant ads to people that are targeted based on real-time needs. Because dynamic creative does this, it takes us one step closer to clicks, conversions, and a valuable return on our advertising investment. Now that’s something we can all get behind!
At TRFFK we deploy Dynamic Creative on all our campaigns — especially display adverts that feature images of the vehicles the shoppers previously viewed. This advanced technology enables our dealers to derive better performance and provide a better advertising experience to consumers shopping for a car.