An Introduction to Dynamic Display Ads

Let me tell you a story.

This year at the New Year’s Eve party my friends asked me about my resolutions. With a straight face, I told them something that made them laugh: this year I’m going to make prettier, better-looking cakes.

The following days I bought a bunch of cake decorating tools, and a funny thing happened. I started to see online banners everywhere, advertising the very items that I had considered buying. These ads followed me around on the web like puppies.

A similar scenario has probably happened to you too, with other products or services. Or you may have noticed ads that guessed your location. Perhaps you’ve gotten used to them by now, but the first time you detected them you probably thought, just like me: What kind of sorcery is this?

What actually happened is that you were exposed to dynamic retargeting, which is a type of programmatic advertising. It’s called programmatic because the process is done with the help of computers and algorithms. The ads used in this kind of campaigns are called dynamic banners or dynamic creatives.

This article will help you understand what these ads are and why you should consider using them. You’ll also see a few examples that illustrate pretty well how dynamic product ads work.

 

WHAT ARE DYNAMIC BANNER ADS?

Dynamic banners are personalized ads created in real time when an ad request is sent to the server. The dynamic creative is made up of different elements and the content is adapted to the behavior (browsing history or a recent web search) or the location of a person.  

 

DYNAMIC CREATIVE EXAMPLES

Booking.com is constantly using dynamic display ads, so it was very easy to find some examples. I simply looked up a bunch of hotels in Crete on Booking.com, and then I visited a few publisher websites, where I expected to see ads.  

I wasn’t wrong. A minute later I was already seeing ads for those hotels on The Telegraph, The New Yorker, and Cosmopolitan. You can easily repeat the experiment yourself.

These ads can fit different types of placements.

 

WHY USE DYNAMIC CREATIVES?

There are many reasons for using dynamic creatives. The most important one of them is that you will get high-quality traffic to your product pages, which will result in higher conversion rates.

In this time and age, personalization is key, and the best way to achieve that is through dynamic ads.

This type of banners will reduce banner blindness because people will instantly recognize a product of interest. It will grab their attention at once.

Another important benefit is efficiency. Your marketers will no longer have to spend hours every week doing keyword research and writing copy for every product from your online store. This entire process is automated in real time.  

The ideal candidates for dynamic creatives are retailers that offer a wide range of products or services. It’s not just for big retailers like Amazon or Ebay. Dynamic display ads are just as just as efficient for smaller, local retailers.

They are also very useful for advertisers that are trying to sell seasonal products or advertisers who are constantly updating their stock with new items.

 

THE ELEMENTS AND STRUCTURE OF A DYNAMIC BANNER

In the previous section, you can see 3 different types of dynamic creative examples for hotels in Crete. Some of these ads are more detailed than others, presenting more information.

For product ads, these are some elements that can be used in your banner ad:

  • Brand logo
  • Brand color
  • Photo of the product
  • Name
  • Button/call to action
  • Price
  • Rating score
  • Description

The 2 basic items that should never miss from dynamic creatives are the brand logo and the call to action, which can take the form of a button.

The image is also highly effective, as it is usually the first thing people will notice in an ad. It will also probably trigger the memory of having seen the product before – something they were interested in buying.

So far we’ve talked a lot about automation, algorithms, and computers. But let’s not forget that there’s still an important human element involved in the creation of the dynamic ads. You need a talented designer to configure the structure of these ads. He will create layouts for various placements, keeping in mind the fact that the actual content of the banner is dynamic. The designer is basically creating the template that will pull texts and images corresponding to products, from a .xml feed.

When it comes to advertising, it’s the details that count. This is why it’s very important to work with a professional designer who has experience working with dynamic creatives.

You’re in luck because we have a team of dedicated professionals who will help you with your dynamic creative design. They will talk to you and assess your needs so that they can deliver the best type of dynamic display ads, optimized for your needs. We can make dynamic display ads for all of the major display advertising platforms: Google Adwords, DoubleClick, Facebook or AdRoll.

Don’t hesitate to contact us. We’re super friendly!

If you want to know more about dynamic creative optimization or about the dynamic retargeting process, read this article.  

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