What are dynamic ads actually? We'll explain to you how they work and how you can use them successfully for campaigns.
Dynamic ads are, as the name suggests, advertising opportunities with a dynamic factor. They compare stored product data with the user data of potential customers and play out exactly the products that users are interested in. It is therefore not a specific item from a retailer that is advertised, but one or more items from the retailer's offer dynamically and in real time, based on the preferences of the respective user. This creates a personalized user experience that is demonstrably better perceived by customers¹ and encourages them to buy².
But how does that work exactly?
First, our creative team creates a banner that is individually adapted to the respective company. Dynamic elements such as product images, prices or product names are defined there. All dynamic elements are then stored in a data feed, which the banner can access as required. The data feed can also be adjusted in real time as required, for example when new products are to be integrated into the ongoing campaign. The campaign is then managed on the basis of predefined rules. The following applies here: The more important data (interest data, geodata, etc.) available to us from users, the more targeted and specific the campaign can be played out. This data comes either from 3rd party providers or from our own technology. This allows us to use data even more intelligently in order to display it even more specifically. In this way, we can also reach users who would have missed out on pure 3rd party use.
The benefits of dynamic ads:
Dynamic banners have several advantages over classic static banners:
What implementations with dynamic ads does adlicious offer?
We offer various innovative ways to use dynamic ads to activate customers. The basis of all variants is the already mentioned proprietary technology and the intelligent combination of user, product and geodata.
Dynamic retargeting:
With our dynamic retargeting banners, we stand out from the big retargeting crowd. Instead of standardized advertising solutions, we offer individually tailored banner sets, perfectly suited to the respective brand. In this way, we can take up the brand's CI and well-known advertising material design and, in addition to retargeting, also create reinforced brand branding. Thanks to the dynamic function of the banners, customers are also only shown products that are relevant to them. For less wastage when retargeting.
Dynamic Prospecting Ads:
Our dynamic prospecting ads stand out from classic re- or CRM targeting. By intelligently combining target group data, the respective product range of the brands and our technology, we are able to address previously unknown customers who have not yet had any contact with the respective brand with relevant products. This is how we stand out from the daily flood of advertising with tailor-made products in a particularly aesthetic design. For tapping into new target group potential.
Drive to Store Ads:
Brick-and-mortar retail is the major victim of the e-commerce boom. Nevertheless, 91% ³ of all retail sales are still made offline and 92% ⁴ of these sales are even researched online in advance. This phenomenon is also known as the ROPO effect (research online - purchase offline). However, this effect is often neglected in advertising and no connection is created between the digital customer journey and local businesses. Our “Drive to Store” ads offer a unique opportunity to strengthen brick-and-mortar retail through digital marketing. Users are shown dynamic banners with map integration, which show them relevant content and the next local opportunity to buy. For more sales in your stores.
¹ https://www.pwc.de/de/technologie-medien-und-telekommunikation/bevoelkerungsbefragung-personalisierte-werbung.pdf
² https://www.e-commerce-magazin.de/studie-konsumenten-erwarten-personalisierung
³Source: US e-commerce sales as percent of retail sales 2019⁴ Forrester, comscore, media update, 2015
