Dynamic creatives and their benefits
Dynamic creative - is an advertising format that automatically combines texts, images and data to create a personalized ad for each user.
Personalization
the most relevant message for your audience
Customization
create your own rules, templates, elements, integrations for your creatives
Automation
generate hundreds of ad variants based on templates and feeds
Data-driven optimization
machine learning algorithms automatically determine the best options for display
Support of various formats
from banners to video ads and rich media, making dynamic creatives a flexible solution for multichannel campaigns
Integration with your own and third-party data
use of CRM data, product catalogs, or historical data on past user behavior
Dynamic creative
Any element of the banner can be dynamic and change for a specific user. Dynamic banner elements are transferred from a dynamic feed, which is usually generated in GoogleSheets or another external system.
| id | report_id | dealer offer | dealer logo | dealer name | call to action | nameplate | is_default | is_active |
| d0 | default | DEAFAULT DEALER OFFER | _ | _ | _ | _ | TRUE | TRUE |
| d1 | dealer1 | CHEVROLET OKM ENTRADA + PARCELAS COM TAXA 0% | https://image_dealer_logo_1.com | DUTRA | CALL TO ACTION EXAMPLE5 | https://image_nameplate_1.com | FALSE | TRUE |
| d2 | dealer2 | DEAFAULT DEALER OFFER | https://image_dealer_logo_2.com | DEALER NAME EXAMPLE2 | CALL TO ACTION EXAMPLE52 | https://image_nameplate_2.com | FALSE | TRUE |
| d3 | dealer3 | DEAFAULT DEALER OFFER | https://image_dealer_logo_3.com | dealer name | CALL TO ACTION EXAMPLE53 | https://image_nameplate_3.com | FALSE | TRUE |
| d4 | dealer4 | DEAFAULT DEALER OFFER | https://image_dealer_logo_4.com | dealer name | CALL TO ACTION EXAMPLE54 | https://image_nameplate_4.com | FALSE | TRUE |
| d5 | dealer5 | DEAFAULT DEALER OFFER | https://image_dealer_logo_5.com | dealer name | CALL TO ACTION EXAMPLE5 | https://image_nameplate_5.com | FALSE | TRUE |
Data types that power the dynamics
Banner elements can change depending on who sees it (use signals that determine age, gender, language) or use signals that determine where your users are at the moment (geographic location and what devices users are using) or use signals that determine what are interests or intentions (shopping, someone playing computer games, plane tickets etc).
Who they are
Where they are
What they want
6 Fundamentals for Data-Driven Creative
What the process of creating dynamic creatives looks like in stages. The big advantage is that the whole process can be customized using Google products, without the need to use third-party products.
1
Creatives
development
development
Build custom
HTML5 creative
HTML5 creative
2
Signals and Data
Identify signals from owned
earned and paid sources
for personalisation
earned and paid sources
for personalisation
3
Setting up
the dynamics
the dynamics
Set up dynamic elements, rules,
add your own feeds
add your own feeds
4
Hosting for creatives
Hosting and tracking
of your dynamic ads
of your dynamic ads
5
Launch
advertising campaigns
advertising campaigns
Planning, launching
and optimising
advertising campaigns
and optimising
advertising campaigns
6
Measurement
Measurement,
attribution and performance
analysis
attribution and performance
analysis
Examples of strategies for personalised creative
What strategies we can use to showcase dynamic creatives
Location
country, city, specific
location
location
Audience
user belonging
to a specific audience
to a specific audience
Remarketing
page visits and
activity on your
website
activity on your
website
Context
set up your
advertising campaigns
in DV360/CM360
advertising campaigns
in DV360/CM360
Date, time
date, day of the week
or time of day
or time of day
Technical parameters
devices, browser, OS, network, environment
(app/web)
(app/web)
Offline events
offline triggers
(sport, weather,
ecology, events)
(sport, weather,
ecology, events)
Offline signals
Triggers from offline events (TV ads, radio, sport events, weather) that trigger changes in creative elements.
Rome
Daytime
Sunny
Sunny
Naples
Night
Thunderstorm
Thunderstorm
Milan
Daytime
Сloudy
Сloudy
Aosta
Night
Snow
Snow
What campaigns it is suitable for:
- Adapt offers to current weather conditions or seasonal events
- Launch special offers for visitors to a particular event.
- Personalization of notifications depending on the subway/bus traffic.
- And any other examples where you need to take into account offline signals when building creatives.
Location: personalization by location
User geolocation = a trigger for changing dynamic elements of creative.
What campaigns it is suitable for:
- Change the text language depending on the region
- Tailor messages to a specific location
- Add a location directly to the creative
- Change offers depending on product availability in the region
Creative on a schedule
Scheduled element changes by date and time.
What campaigns it is suitable for:
- Inform the audience about the beginning or end of a time-limited event (sales, special offers, new collections).
- Change the ad depending on the time of day or a specific date or day of the week.
- Activate holiday or seasonal creatives in a given period.
- Bonus: Add a countdown timer directly to the ad.
Personalization by audiences
Personalize your ad to the target audience by segment.
You can use prepared audiences from third-party providers (3rd party) or your own lists (1st party)
You can use prepared audiences from third-party providers (3rd party) or your own lists (1st party)
What campaigns it is suitable for:
- Tailor the message of the banner depending on the segment to which the user belongs.
- Display different banners to new vs returning customers.
- Show personalised offers to VIP customers or loyalty groups.
Dynamic product remarketing
Dynamic replacement of banner elements (product photo, name, model, description, price) to create banners tailored to the user's interests based on previous interactions with the advertiser's website.
What campaigns it is suitable for:
- Return users to specific products they have viewed.
- Show products that user added to the cart but did not proceed to purchase.
- Offer alternative or similar products.
- Scale remmarketing campaigns without manual creative generation.
Echo Remarketing
The banner dynamically changes depending on the user's behaviour on the site where floodlights are installed and which transmit custom variables directly to the creative elements without first adding them in the dynamic feed.
What campaigns it is suitable for:
- Use variables that are passed by the user during a session on a website and cannot be predefined in a dynamic feed.
- Show relevant creatives by page category, form completion, site search etc.
Working with creative
- Leave enough space for the text
- Consider the interaction of different dynamic elements (size, colour, location)
- Use ‘polite loading’
- Avoid using special characters in the text
- Try to keep the weight of the creative no more than 500 KB
- Limit animations and videos to 30 seconds
- Stop creative after clicking on a CTA or exit-link
- Sound should be muted by default
- Don’t overload your creative, remember – fast, simple, relevant
Cases
Cases
Display & Video 360
Increase sales during allergy season with dynamic creatives in DV360
September 5, 2024
Learn more
