Dynamic banners to reinforce programmatic
The programmatic consists in submitting an advertising inventory to a real-time auction process which confronts each other, on the one hand, the information provided by the seller (format of the location, context, visitor profile, etc.), and, on the other hand, the strategy previously defined by the buyer.
Programmatic is redefining the entire online marketing value chain. However, like all major advances, it is accompanied by questioning and instability. Indeed, although programmatic allows brands and advertisers to target their prospects with great precision, according to an Appnexus study, only 5% of media campaigns are based on personalized messages.
The main reason for this is that the personalization of messages involves the variation of several sets of creations, which represents a significant cost for brands. In addition, for campaigns to be truly effective, the right messages must be able to be identified and displayed in real time for each Internet user.
The solution: dynamic banners
In an ecosystem where data and audience segmentation are at the heart of optimizations, dynamic banners or DCO (Dynamic Creative optimization) are therefore essential as an essential tool for delivering effective campaigns. These allow, from a unique creation set, to generate in real time, hundreds of combinations of messages from the data collected from each profile and from the broadcast context (weather forecast, time of day, broadcast medium. …).
At the beginning: applications limited to retargeting, with a simple rule consisting of displaying the products viewed in the banners. This technology now adapts to all of the brand’s objectives: from branding to loyalty. This thanks to:
the emergence of data processing tools, and the automation of the deployment of increasingly complex algorithms
the variation of DCOs via more enriched formats: rich media, video, etc. more suited to branding and notoriety issues.
the emergence of audience segmentation solutions for DMP-type customers, making it possible to work on effective crm display campaigns.
DCOs are also a real opportunity for advertisers wishing to make the link between we and the offline, by effectively deploying drive-to-store campaigns, via the personalization of the message according to the location of each Internet user.
Finally, beyond these different applications, DCOs offer brands the possibility of easily deploying several variants of their creative sets and thus effectively operating AB tests.
Programmatic, coupled with DCO, is more than a step forward: it’s a start. In terms of marketing mechanics, richness and sophistication of approaches, this foreshadows a field of possibilities whose extent we barely glimpse.
Edgar Baudin, CEO and co-founder of Gamned. The Parisian company of Real Time Bidding which supports advertisers for their real-time display ads on Ad Exanges. Gamned is one of the main trading desks on the French market
Find Edgar Baudin on twitter: @edgarbaudin
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