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The Growth of Dynamic Advertising

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Over the last year or so we’ve seen more and more talk around dynamic advertising. Whist not every brand has ventured out into the dynamic space, some brands have absolutely nailed it.

Dynamic advertising can be defined as using data to choose the most appropriate creative from a finite numbers of unchanging ads, or used from an optimisation perspective to ensure only the most successful ad is served at any time, but more commonly refers to the way an ad has the potential to serve thousands of different messages based on the user’s interests or environmental factors, such as Deliveroo’s multi-channel campaign.

Video is a media rarely used in the world of dynamic, however done right can make for a great user experience.

Deliveroo created an audio ad with the possibility to serve 46,000 different combinations based on location, time of day, weather, day of the week and local restaurant supply. To accompany the audio, they used digital out of home screens that referenced calendar events such as festivals and TV show launches. The dynamic use of both of these channels at the same time creates a well-rounded campaign that really helps its audience to make the best fast food decisions possible.

Video is a media rarely used in the world of dynamic, however done right can make for a great user experience. Nike used dynamic in the right way for last year’s 10k Paris run, ‘We Run Paris’, to deliver a genuinely good message that aligns Nike with the amazing feeling of a finishing a run. Nike delivered a personalised message to each runner via email which included their name and run time. You can see an example of this video here.

Dynamic creative has the ability to make an audience sit up and pay attention to a brand, as well as opening up a world of creative opportunities. Hopefully we’ll see more amazing campaigns and ideas like these in the future.

Sam Gibbins, Digital Executive

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