Next time you’re at a meeting on Friday and you decide to launch a campaign ASAP for a new promotion cycle, you don’t have to work late to make it happen anymore. Dynamic creative makes digital advertising worth it. It delivers the right message, at the right time to the right person. Dynamic ads allow you to swap ad components to build new creative.
Scaling campaigns, applying data from analytics is now well within the capabilities of in-house marketing teams and agencies.
The question is how can you use real-time data to create thousands of dynamic ads at scale to turn users into customers? Today I’m going to show you exactly how you can accomplish this.
Let’s dive right in!
What does DCO Mean for Marketers?
Relevant ads are essential for successful advertising. The current social ad experience fluctuates between two opposites – completely irrelevant advertising that appears in all corners of our digital experience or hyper-personalized ads that track our personal details and follow us through social media.
Many businesses use generic social ads that are shown on loop to generic audiences. The outcome is Ad Fatigue and they just end up getting ignored.
Audiences are aware of personalized advertising but are seemingly unhappy with the quality of the ads they get. Marketers must rather keep the customer in mind and strive to stay relevant to their audience. Retargeting does not need to be abrasive and static.
DCO – offers more personalization, but with creativity and gradation. Data informing the creative process – instead of dominating it – is the ideal outcome.
Why Dynamic Creative Matters?
No one has attention spans anymore, right!? The people who matter aren’t distracted, they’re focused. They are open to relevant content at the right time, in the right context. When your target audience interacts with your brand, they want to feel special. You know that personalization is the key to a powerful marketing journey. How do you stand out from your competitors and give your shoppers a unique experience, though?
No two users are the same — and their shopping journey shouldn’t be either.
What is the cost of not using DCO? It’s the cost of lost opportunities. Dynamic solutions allow you to explore and use creative data in order to scale.
Dynamic Data Use Cases
You can filter your data by price range, previous engagement, location data, weather data, sales data, demographics, contextual data even sports team or astrological data.
With Feed-driven creative you automatically build thousands of social Ads that vary in real-time for product-based retargeting, creative personalization, audience segmentation or phase of the customer journey. All of this can be optimized with a feed-based algorithm that completes multivariate testing.
What are the examples of using Dynamic Creative and data?
1. Dynamic Feed-based Campaigns
Feed based ads are mainly focused on e-commerce stores but just as relevant for all other industries such as travel. Product focused dynamic creative campaigns serve viewers with selected products and offers using data pulled from a spreadsheet.
A user viewing a travel ad with DCO targeting can enjoy much more personalized ads. The ad promotes not just any destinations, but flight prices for airlines headed to the location where a user wants to travel.
Dynamic Campaigns target consumers who have browsed product pages or have shown intent based on Facebook Pixel events. These types of campaigns are particularly useful for abandoned cart promotions or cross-selling. They re-engage users with Facebook DPA after they’ve left your store, with only the products or offers they’ve expressed an interest in. Facebook DPA is just a subset of Dynamic Creative.
All you need to do is connect a data feed to your master Dynamic Creative. This will show products and offers you want to be displayed across Facebook campaign.
2. Geo-targeting Data
This type of campaign relies on user location touch-points to serve viewers with specific ads. The power of geo-targeting, combined with Dynamic Creative, is that it lets you drill down to a granular level.
You can localize the content in your ads through familiar imagery, videos or ad copy specific to cities or even events. You can serve local promotions depending on where the viewer is too. Right down to the district of a city or exact micro-location of a music event This is particularly helpful if you have physical stores that you want to draw people to. Read more on how to automate Geofencing and narrow your targeting to 100m.
With Dynamic Creative it’s possible to produce as many location-based ad variations as you need. All without the need to manually produce ad combinations for Facebook.
The more campaigns you run in different markets, the more historical data you have to optimize future campaigns.
3. Demographic Data Targeting
A perfect use case for Dynamic Creative is demographic campaigns. Dynamic creative makes it easy to plan and render individual messages. It means you can take the same product and offer, and produce social ads that target an individual demographic.
One demographic group may have very different reasons for visiting a destination compared to another. Trip to London is an ideal case. It is doubtful that images of Big Ben and the Tower Bridge will inspire prospects. While, copy that mentions things to do in London, and exotic forms of entertainment, may put-off certain groups. Dynamic creative helps to serve the best ad, to the right audience.
4. Location and Weather Data
A user has just woken up and beings scrolling through his phone when he encounters an Ad for breakfast at a restaurant. By recognizing the user’s location, the DCO knows that it’s early in the morning and displays an ad for breakfast at the restaurant.
It’s also cold where the user is too. Using weather data, that ad becomes more contextually relevant by promoting the restaurant’s hot coffee menu, which can appeal to users looking to warm up on a cold winter day.
You can also use weather data from 3rd party feed to customize your creative by weather conditions outside.
Rather than offering one-size-fits-all ads, you use dynamic creative data to optimize a user’s ad experience.
Power of Dynamic Creative
Dynamic creative helps you create a tailored and customized ad for every member of your audience. Creative flexibility gives you the opportunity to deliver thousands of ad variations in real-time and enter endless creative possibilities.
What results are your customers getting from using DCO? Dynamic Creative opens doors for new prospecting which is using tons of creative dynamic ads.
What’s Up With Design Creative Production?
Dynamic Creative helps improve your publishing efficiency by cutting down the time required to produce multiple creative iterations and will yield improvements in campaign performance.
You should build more creative variants to achieve more distinct results that will allow you to take advantage of the best-performing creative themes, colors, and imagery.
You can spend more time with analysts to identify top performers and the reasons why they are rising to the top. With creative winners likely to rise to the top quickly, be ready to review outcomes and use these insights to modify the creative for the current campaign and future ones in the next stage of the funnel for even greater results.
Marketers and Designers United
You need creative ads that are tailored to your customers’ unique experiences. As more data insights stream in, that puts serious pressure on your design team. As designers struggle to keep up, you end up launching generic boring campaigns. No one is happy — including your customers.
With our feed-based creative feature, you work with your designers to automate Ad production by producing dynamic templates that are populated with variable details specific to your customers. With Analytics tools and data, you’ll know which creative to put in front of your customers.
With Hunch, you will produce thousands of Ad Videos in less than an hour. Using Dynamic Creative you pay 500% budgets less for creative production.
Let’s say: You have 500 products, 2 CTA and 3 color patterns = 3000 ads
Power of Hunch generates 3K automated social image/video Ads at scale.
It’s easy to put in place too. Especially, if you have access to Hunch Studio and Hunch Dynamic Creative solutions.
Dynamic Creative Optimization
Dynamic Creative Optimization is the missing piece of the puzzle. DCO combines social ad creation with analytics: selecting, and optimizing dynamic creatives. DCO’s goal is all about making social ads even more relevant to viewers.
Imagine targeting users at each stage of their interaction with your brand? User-journey campaigns show viewers dynamic creatives tailored to each layer of the sales funnel. From top to bottom of the funnel. You only show users Ad variants with the message that is right for them.
With Dynamic Optimization, you can improve creative by learnings from previous stages and key learnings to enhance creativity in your dynamic templates. You will find dynamic creative winners and use them in the next stage of the funnel.
When you start using Hunch Creative Management platform, applying DCO to your campaigns is easy. From one dynamic template, you can produce all the variations you need. Everything from choosing the color of a button in a video asset or the ad copy you will use is about using cold, hard data. With analytics, you can A/B test and make design decisions too.
Hunch makes it easy to use Dynamic Creative Optimization. Campaigns are built to hit the right audience at the right time, with the right context – in real-time.
Many businesses are already comfortable using Dynamic Creative for the types of campaigns described in this article. Some may be experimenting, while others are applying Dynamic Creative Optimization to its full potential.
These businesses realized that mass-personalization of social advertising isn’t feasible via the old production model. It’s impossible to manually produce so many sizes and variants at scale and maintaining low costs!
That’s where a Dynamic Creative management platform comes into play. Hunch allows you to create the amount of advertising you need to use Dynamic Creative on social at scale.
We have been testing Dynamic Creative with different clients, and it’s helped us get a much clearer picture of which creative is resonating with our audience. Creative has quickly become the trigger for the best financial performance.
All this change doesn’t mean the fundamentals have changed. To design successful social creative, you must still be people-oriented, communicate real benefits and use a brand-focused perspective.
How easily can you switch your static designs to Dynamic Creative with Hunch? Seamlessly!
If you would like to find out more about how Hunch can help your team set-up DCO, then please get in touch for FREE strategy call.
HUNGRY FOR MORE?
Generating demand with Facebook can lead to people considering new products and increase foot traffic in retail stores as the countries reopen. Turns out, people like their products in places.
Learn why you should consider Facebook store traffic campaigns in the upcoming Q3 and Q4.