We all know that life has a tendency to throw situations at us which are simply out of our control, and for every person those situations cause an unfathomable variety of possible outcomes.
For Freeview (the nation’s most popular television platform), when your target audience includes almost everyone in the UK, you become no stranger to working with a variety of possible outcomes.
With so many combinations of consumer interest and behaviour, we were tasked with helping Freeview reach their audience in an engaging and relevant way, in order to help improve their brand awareness. Luckily, we had a fortunate starting point: their wide selection of channels offered us a range of high-quality shows. This gave us only the best watercolours and sharpened pencils to produce our digitally-tailored masterpiece.
Creativity Meets Data
Working in DoubleClick Studio, our strategy was to use dynamic creatives to meet the idiosyncrasies of whoever was viewing our personalised, moving adverts – something my contemporaries in the digital marketing industry like to refer to as a data-driven, granular approach.
Dynamic creatives in and of themselves are at the heart of programmatic. Using real-time technology, it allows us to change elements to better suit those who are viewing the advert. This can be done in reaction to:
- Time of day
- Behavioural Targeting
- Retargeting information
- And more
To consider the full capabilities of dynamic creatives at scale, let us consider a hypothetical: the Mona Lisa. Da Vinci’s masterpiece – arguably the most sung about and best known of paintings – is not exempt from criticism, with a handful of pundits not sold on her mystifying smile. Through dynamic creatives, we could optimise this feature: using consumer data points, we could learn who appreciates the enigmatic smirk and the critics who prefer a stern face. As the campaign matures, the 77x53cm creative would become increasingly relevant to consumers.
Hypothetical situations aside, studies have shown that performance improves by adapting and speaking to each user. A report from McKinsey found that personalisation can deliver “five to eight times the ROI on marketing spend and lift sales 10 per cent or more.” Furthermore, a study by Adobe affirmed that 78% of consumers like personalised ads however only 28% think they’re tailored correctly, further highlighting the growing need to merge creativity and data.
When Speaking to All
As part of our brand awareness strategy, we focused on reaching fans of different shows using contextual keyword targeting. Since dynamic creatives are naturally flexible, we could then adjust each impression according to the contextual targeting. For instance, someone on a football page may receive an ad which features the programme Britain’s Got Talent. This allowed us to align our creatives with the user’s preference.
Once we had segmented each audience, we could change different variables of the creative to run A/B tests. As the ads continue to run, we are constantly learning which combinations work best and tailoring messaging accordingly.
As the dust begins to settle and the results come in, the stats prove that a personalised approach is more effective. Compared to a more generic ad copy, targeting users with tailored messaging improved CTR by 42%.
Moving forward, the flexibility of dynamic creatives means that they are lasting and adaptable. Working from the comfort of DoubleClick Studio, the same template can be used and adapted to different promotional offers and seasons. This allows us to save on time and costs.
Whether you’re looking to bring classic art to the masses or to target each user with their favourite show, dynamic creatives offer a method to do so. Come rain or shine, each impression comes with an unknown amount of possibilities. The options available from your targeting, ad copy, call to action, colour and more can make the process seem out of your control. Yet, through segmentation, these possibilities offer opportunities to engage and hold audiences. When life gives you lemons, introduce personalised ad copy.