Dynamic content campaigns
We specialise in dynamic content advertising campaigns. Dynamic campaigns are distinct from linear content by virtue they are updated in real time from data sets to make them more relevant to consumers.
Source: The Moments of Truth research - Mar 2020
When comparing dynamic creative vs standard linear creative
Dynamic creative - made for retail
As a retailer or brand in the retail environment it is more than ever critical to be able to adjust quickly to the selling landscape. You are making decisions on a daily basis to account for customer buying trends, competitor activities and your own operational capabilities. This is fast retail - the reality of having to meet all these challenges at pace.
With your business requirements in constant flux wouldn't it make sense for your advertising to be able to react exactly when you need it? New stock of a sold out range has just arrived, a social influencer is driving interest in your new range, footfall has dropped off on Sundays - what if you could communicate to shoppers in vicinity to your stores to address these needs right there and then?
Dynamic creative allows you to do this - and more.
Dynamic creative - how it works
A dynamic template is developed for a retailer ahead of any campaign. The template allows for content elements that can be updated with data or for the template itself to be activated by a data input. This may be as simple as a clock / time trigger or include live pricing, stock levels, weather, queue time or any other relevant data that may help make an ad more contextual and effective.
The dynamic opportunity
Data that makes advertising
You can create specific content schedules to deliver different messages to your audience at different times of the day or week. Live countdowns can drive anticipation to a product launch or immediacy to a sale or product price offer ending.
Nearly 60% of consumers change their shopping habits when it is hot or when it rains. A seasonal temperature just 1°C higher or lower than average typically causes a 1% fluctuation in retail sales. Weather-responsive advertising allows you to tailor messaging to the customer mindset.
First party data
First party data can be used to create relevant, specific adverts based on sales, trends or other dynamic content from owned apps and websites.
Location-specific messaging has been proven to increase advertising awareness by up to 44%. 75% of ABC1 adults like to see advertising specific to their location.
A simple calendar of events relevant to customers of a retailer or brand can be used to create impactful messaging. Sports events, national celebrations, Black Friday and even payday can be built into an activation plan.
Contextually relevant and targeted messaging using live flight data allows retailers and brands to tap into the real-time needs of the traveller.
Using data helps to enhance the relevance of your messaging, connecting to customers in a more powerful way. Data can be used to activate advertising at the right time based on rules - 'it's sunny so show summer collection ad'. Or be used as content itself in the ad - such as a countdown clock to an offer. The most common types of data used are outlined here.