The success of dynamic banners shows how the technology pays off for digital marketers. Weight Watchers increased the number of new customers by 56% and Peugeot Turkey reduced the cost per lead by 15% per month through the use of dynamic banners. These banners are classified as basic dynamic banners with one creative version for all target groups. Marketers can go a step further and take advantage of advanced dynamic banners that enable content to be specifically adapted and controlled according to the target groups.
For example, we created advanced dynamic banners for Homegate that delivers current, automatically updated mortgage interest rate information to website visitors. Our software engineering team programmed a script (DoubleClick Feed Updater) that automatically sends relevant data on the latest interest rates to DoubleClick on an hourly basis and constantly updates the banners. This ensures the banners remain relevant for the target group and minimizes the time spent on creation of the banners.
These cases and others show how marketers can use advanced dynamic banners to successfully activate the relevant target groups with the right message every time. By linking banners to location, time and other data, messages can be easily adapted to the context of the target group. This is particularly effective with large and complex campaigns when the advanced dynamic banners come in to their own, making the comparatively high set-up costs worthwhile.
How advanced dynamic creatives works
The technology behind dynamic creatives (DC) is powered by DoubleClick Rich Media. As shown above, DoubleClick distinguishes between basic and advanced dynamic creatives: basic dynamic creatives give marketers the flexibility to change the creative content without having to update and retraffic the data. The creatives are not delivered to specific target groups.
Advanced dynamic banners work differently: selected banner content is adapted precisely and automatically for each relevant target audience. This can be achieved with a single banner, which can be automatically adapted to the user based on clearly defined targeting rules and guidelines. Specific elements of the advertising material can be adapted, including call-to-actions, copy and exit URLs. Advanced dynamic creatives also enable the integration of external, changing data, such as stock quotes, weather information and interest rates, from spreadsheets to the banner content via dynamic feeds. This enables advanced dynamic creatives to be more relevant and activate the target group even more successfully.
Advanced dynamic banners’ highly efficient technology also provides marketers with the opportunity to test various advertising media, texts or images in real time. A/B testing helps marketers decide whether the DoubleClick system should automatically determine and prioritize the best performing advertising medium version and ultimately make better decisions. If these banners are controlled programmatically, brands can also benefit from good quality placement, cross-platform reach and high transparency.
The potential of advanced dynamic banners is far from exhausted. They present many exciting possibilities for e-commerce platforms: a user interested in new shoes, for example, can be shown banners that communicate latest prices, discounts and available shoe sizes. Or as temperatures drop to 12 degrees in Switzerland, an attractive airline banner can present a persuasive argument to users to book a flight to sunny Cuba.
Airlines can advertise flights with banners that change according to the weather. This is a demo version of advanced dynamic creatives, created by our graphics team.
Are you interested in exploring the potential of advanced dynamic creatives with us and increasing your digital progress?
Then contact our DoubleClick team of certified graphics and engineering experts – we are your reliable partner for advanced dynamic banners. Contact us now!