Creative Q&A: How Dynamic Creative, the Right Metrics, and Strategic Partners Can Help You Win
We know modern consumers use multiple devices across channels to interact with brands. We also know that advertisers are answering the call by going cross channel and bringing every facet of their digital advertising together, including planning, buying, and targeting. Although the mass migration to cross-channel advertising is in motion, few are going all in, often neglecting to consider the glue that keeps digital together: the creative.
To make sure you don’t leave out the last piece of the puzzle, Brand Networks teamed up with special guest and Forrester principal analyst, Joanna O’Connell, to set the record straight about how you can work with creative teams to unleash the power of creative and achieve a true cross-channel state.
Here are a few of the most popular questions from the audience.
Question #1: Is Dynamic Creative just an advertising buzzword? What’s the actual state of this ad technology, and what can advertisers actually expect?
David Sanderson’s Response: Dynamic Creative isn’t a new concept. In the beginning, it was all about connecting data to inform the construction of the ads—think of launching an ad for sunglasses where it’s sunny and one for coats where it’s cold.
Today, Dynamic Creative is more sophisticated and offers tons of opportunities for advertisers willing to dip their toes in.
One of the more promising use cases that we continue to see success with is using it to serve cross-device sequential messaging. When done right, this can be a good way to drive target audiences from awareness to purchase—all in a seamless and unified ad experience.
Imagine this: You’re launching a digital campaign to promote an upcoming blockbuster. The first stage of your campaign is to drive awareness, so perhaps you use ads across CTV. From there, you pinpoint those who completed the initial ad and serve them a functional ad of the full trailer via an interactive ad format on another device to drive deeper consideration. On the other hand, those who didn’t engage the first time are served the initial ad a second time. Finally, for individuals who continue to demonstrate intent, you deliver a final ad with a CTA to buy a ticket.
When it’s all said and done, your target audience gets a sequential story that helps push them toward the desired outcome.
Question #2: With advertisers spending more on advanced creative tactics, how can they manage and/or reduce frequency across platforms without hurting their market share?
David Sanderson’s Response: With anything in adtech, telling a story that makes sense—and doing it without wasting money—is important.
When it comes to advanced creative treatments, the key is to set reasonable expectations and to use a measurement for success that equates to real business outcomes. For the most part, this means engagement and time spent—it’s not about getting the most eyes on your ads, it’s about getting the right eyes and getting them to stay there.
With interactive creative treatments, you should be creating more relevant ad experiences and providing consumers with something that’s actually valuable to them. Finding these high-value consumers on the other side of the screen and getting them to engage with your fantastic creative drives performance of your campaign objectives. In that scenario, you know your advertising dollars are well spent.
Question #3: A lot of advertisers are cutting costs and turning to automated tools to do the heavy lifting. Is creative the place to do that?
David Sanderson’s Response: In some instances, absolutely.
For any advertiser looking to cut costs and be more efficient, it usually comes down to pulling back from the resources that don’t provide the same amount of value you put into them or turning over control to technology that can do the job better. When it comes to creative, there’s no shortage of tools and technology available to enable scalable solutions.
My advice is to start with what you want the advertising experience to really be. Then work backward from there. For instance, if you want a dialogue with your audience, don’t serve a standard/flat banner. If you want engagement, provide functional and useful interactivity. If you want specific messages for specific audiences, like Dynamic Creative, figure out the outcome, and then loop in a creative technologist who can give an efficient solution.
When you get to the point that creating meaningful creative experiences for your customers is mission critical, it’s generally a good rule of thumb to loop in a specialist who understands every aspect of the creative world and what it takes to tie those features and capabilities to each stage of the consumer journey.