We could have titled this post “Optimised Dynamic Creatives for the key consumer holiday period” but chances are, it wouldn’t have caught your eye. And that’s exactly what dynamic creatives are all about.
For anyone who doesn’t know what dynamic creatives are, quite simply, they allow for ad variations so that you can target the right person with the right message at the best time. The objective is to present the viewer with the best version of the ad at the right moment to increase appeal, relevancy and therefore engagement. A good dynamic creative campaign uses the audience or customer data you have to create a structure with strong creatives. In this post, we’re going to look at how you can use dynamic creatives to a strong Christmas sales campaign.
In our example, we’ve decided to create a dynamic creative campaign for Hostel World, a leading global hostel-booking platform. We created a campaign to show how they could use data and variables to deliver an impactful campaign for their European Christmas hostel deals.
Key variables in this campaign are:
Date range: As we’ve decided that the campaign duration should be 12 days, we started by using the date range variable to set the overall time of this campaign. We started the campaign on the 1st December and it will automatically stop on the 12th December.
Image and message test: We’ve used dynamic creatives to undertake some testing to better understand which messages and visuals get the best results. It is a Christmas campaign, but how does the audience respond to scenes of snow versus scenes of decorated city centres, and how appealing are the different messages?
Day of week: We’ve used the day of week variable to deliver different ads across the 12 days of December as we know that weekday behaviour is different to weekend behaviour.
Time of day: We know that people will have more time during the evening so we’ve chosen to show different ads at different times of the day. We’re going use the time of day variable to highlight offers and create urgency to encourage people to book by the end of the day.
This is how we set up our example for Hostel World’s European Christmas campaign.
What does this achieve? Well now, we’re targeting our audience with ads that we believe would be best suited based on their behaviour, and we’re learning a lot about what works too. We’re not just showing one ad to absolutely everyone, regardless of where they are or what they may be doing. We’re advertising in a smart way, making use of the variables that will increase the appeal of the ad and therefore increase engagement.
Our example is for a 12 day sample campaign but what this shows is that there is so much you can do to increase relevancy. Dynamic Creatives can be used for any industry with any audience and allow marketers to dig into their data and better their advertising ROI.
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Black Friday and Cyber Monday are well and truly ingrained in the consumer consciousness. Where once consumers felt it was purely an opportunity for businesses to make more money at their expense, now they’re fully bought in.
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