Capturing and retaining audience attention is more challenging than ever. Static ads, which remain the same regardless of context, can often no longer be sufficient to engage modern consumers who demand relevance and personalization. This is where dynamic creatives come into play, offering a revolutionary approach to digital out-of-home (DOOH) advertising.
Understanding Dynamic Creative Optimization
Dynamic Creative Optimization (DCO) is an advanced form of programmatic advertising that uses data inputs to automatically create, iterate, and optimize personalized ads in real-time. Unlike traditional static ads, DCO dynamically changes ad elements based on various data points such as customer location, device, time of day, weather conditions, and user behavior.
While DCO is an advanced solution, Vistar Media has changed the game of deploying dynamic creative in DOOH at scale, removing the heavy amount of production time previously required to bring your concept to life.
"In the past, executing dynamic ads in DOOH was challenging due to the unique demands of each media owner’s system. Vistar has completely transformed the industry and set a new standard for creative possibilities by streamlining this process. Our technology takes a single ad template and instantly converts it into an image tailored to each screen and its software—no manual work is required. This innovation simplifies the process for buyers, making it easier to run dynamic campaigns, reach a wider audience across several different networks, and reduce the time spent on setup and testing," said Marissa Andrade, VP of Global Marketing at Vistar Media.
Dynamic Creative Strategies
The world's leading brands have taken advantage of dynamic creatives in their campaigns across Screenverse networks. By delivering ads that resonate on a personal level, dynamic creative significantly boosts engagement rates and accomplishes the goal of capturing viewers’ attention and fostering genuine engagement with the brand message.
Location-Based Personalization:
- Strategy: Customize ads based on the viewer’s geographic location to provide relevant local offers and information.
- Example: A retailer can display promotions specific to the nearest store, including distance, directions, and estimated travel time.
Weather-Triggered Campaigns:
- Strategy: Adjust ad content by pulling in local temperature or other weather details into a portion of the campaign creative using real-time data feeds.
- Example: A Caribbean tourism board displays the local weather at its destination across the Northeast U.S. during the cold and snowy winter months to generate a desire for a warm beach vacation.
Event-Based Promotions:
- Strategy: Utilize real-time data to align ads with local or global events to capture audience interest and engagement.
- Example: Any brand can display ads featuring live scores and updates during major sporting events like the World Cup or Super Bowl.
Regional Product Promotions:
- Strategy: Use DCO to create ads that feature region-specific products or limited-time offers.
- Example: A grocery chain wants to highlight specific sales that feature products that vary by location by tapping into data feeds with regional inventory lists.
Holiday and Seasonal Campaigns:
- Strategy: Update ad content to reflect holidays and seasonal changes.
- Example: A retailer can rotate its creatives on the fly based on different sales events, easily swapping out the messaging in their ads based on real-time data.
Countdown Timers:
- Strategy: Use countdowns to create urgency and drive immediate action.
- Example: A regional lottery can highlight current jackpot numbers to generate excitement and drive ticket sales.
Social Proof and User-Generated Content:
- Strategy: Integrate customer reviews, testimonials, and user-generated content into ads.
- Example: Tap into social media users posting 5-star reviews about your product.
David Weinfeld, Co-Founder and CEO of Screenverse, shares why incorporating dynamic creatives into programmatic DOOH delivers such a significant benefit to advertisers.
“Location is one of the most powerful context signals. Thanks to Vistar’s support of dynamic creatives, advertisers can deliver impactful campaigns that marry the context signals of location and time with creative messaging.
Through our partnership with Vistar, which includes the use of the Vistar Ad Server and Mediation, we welcome features like dynamic creative optimization that support unlocking greater demand from digital buyers and programmatic traders.”
How Dynamic Creatives in DOOH Work:
1. Modular Ad Components: Advertisers build their ad creative using interchangeable components like headlines, images, logos, and calls to action. These components can be mixed and matched to create numerous ad variations.
Pro-tip: Don’t have the in-house resources to build this out? Vistar’s Creative Studio can help!
2. Data Integration: DCO utilizes data from various sources to inform which ad elements to display. Think of sources like weather data, games from sports scores, and more.
3. Real-Time Testing and Optimization: Using A/B and multivariate testing, DCO helps marketers test different ad variations in real-time. You’ll be able to learn more about your audience by cross-referencing engagement data during the flight of the campaign to understand what works best for your audience.
Setting Up Dynamic Creative within Vistar Media on a Screenverse Network
Each Screenverse partner is enabled through the Vistar Demand-Side Platform (DSP). Implementing dynamic creative within Vistar Media's platform on a Screenverse network is straightforward and can be broken down into several stages:
1. Feasibility Assessment: Work with your Vistar representative to confirm that your dynamic use case is supported. This includes determining the type of data inputs required and the desired outcomes.
2. Campaign Planning: Create your campaign plan using Vistar’s DSP. Select the appropriate dynamic fee based on your budget tier and objectives.
3. Creative Design: Provide your design specifications or leverage Vistar’s Creative Studio recommendations. The design stage involves outlining the interchangeable components of your ads and ensuring they meet the dynamic creative requirements.
4. Build and Test: Vistar’s Creative Studio team will build the dynamic creative and provide previews for your approval. During this stage, the ad variations are tested to ensure they function correctly and meet performance expectations.
5. Activation: Once the creative is finalized, Vistar will upload and associate the dynamic creative with your campaign. The campaign is then set live, with the DCO technology optimizing ad delivery in real-time.
Conclusion
Dynamic creative optimization represents a significant advancement in digital advertising, offering unparalleled personalization and efficiency. Through the collaboration of Screenverse and Vistar Media, advertisers can easily implement DCO to enhance their DOOH campaigns, driving better engagement and ROI. Embracing this technology not only keeps brands relevant but also ensures they remain competitive in a fast-paced digital world.
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