Dynamic creative is getting more interest every year from advertisers as they implement personalization programs and try to get more out of their media budgets. This is a problem that dynamic creative can solve, but there also many more pragmatic benefits to dynamic creative that advertisers can leverage for awesome productivity gains.
Chances are that anyone that’s spent a decent amount of time in the digital realm working for brands is familiar with a content management systems (CMS). These are the platforms that help run our websites, and eCommerce storefronts, Most people don’t remember the days of manually having to put in every single piece of content via HTML coding, but in one particular area, we’re still living in the past. And that area just happens to be paid media.
To be clear, the main issue is the creative production side of ad creation. Modern innovations make it more possible than ever to get accurate insights on your audience to create the most effective ads possible. However, the conventional creative production process, in its current form, is a bottleneck. Here’s a closer look at this problem and how dynamic creative messaging is the solution.
The Flaws In Static Creative Production
To understand the greater issue here, we need to talk about the conventional, static creative production process. Say that you are an online retailer with just a handful of products, and are planning out your digital campaigns for the year. Here is a sample of all the variables that you might have to contend with when it comes to making ads.
- 5 products
- 3 offers
- 4 audiences
- 3 calls to action
- 6 ad sizes
- 5 local markets
- 4 seasonal updates
Altogether, this can represent an investment of weeks to months of time, and a substantial ad budget for 21,600 ads. On average, design, production, and analytics work costs 40% of all ad-related expenses as well. If you dont have the largest production budget, what happens is you start to “generalize” your message so you can make fewer ads. But this approach runs counter to what is happening digital media.
With advances in AI targeting, technology is making it easier to get your ads in front of the right audience. Yes, that’s right, but that doesn’t speed up the creation of the messaging itself. In fact, as the greater adtech/martech sphere becomes more automated, it makes the lack of speed and costs in the creative world even more glaring. Imagine having an AI-based targeting is giving you real-time audience insights, but still having to wait 4 weeks for the ad to be made. This is ultimately incompatible.
We know for a fact that personalized takes on creative messaging lead to more ROI. But personalized messaging ultimately means more messaging and traditional static creative process are not designed to handle this market need.
How does Dynamic Creative Messaging Help?
Dynamic creative messaging is specifically designed to help manage this balance of needing more ad versions for personalization and control costs at the same time. In essence, this is taking the same automation/efficiency that a CMS provides to other areas, and applying it to the creative process for paid media. This creative process now matches the speed of the rest of your marketing channels and the granularity of your audience targeting . So, now you are able to actually act on that audience-based media targeting and match it with a relevant ad message.