Dynamic Creative: The Perfect Gift for Every Campaign on Your List

Posted in Audience Series, Most Recent

PlaceIQ’s Audience Series sets out to highlight the importance of segments in the advertising world. As the pioneer of mobile’s application to location intelligence, and leaders in the mobile audience field, PlaceIQ has the knowledge you need. Key audience experts from each PIQ department — from engineering, to data science, to sales — will tackle a new topic to give a 360-degree view on this vast, ever-changing industry.

Young Lee
By Young Lee

Being in the midst of the holidays, consumers are hustling to find the perfect personalized gift during this shopping season. The same is also true for marketers and media buyers, where they strive to deliver the most relevant and personalized ad to their target audiences.

Using PlaceIQ’s technology, marketers are able to build sophisticated audiences based upon real-world behavior, and then leverage the context of time and location to deliver the most relevant ad; however, this is only half of the puzzle. The other half is the mobile creative. Many marketers execute campaigns with a “one creative fits all” approach across the targeting tactics of their mobile campaigns. However, it’s essential that one must understand that mobile is different from desktop because of the location-awareness of mobile devices. Delivering audience-aware mobile creative can have interesting results.

Audience-Aware Creative

When building out the mobile campaign creative, it is important to consider the audience, location, and time of day to give that personalized touch and resonate with the end user. Choosing the right creative is in itself a daunting and complicated task. Below are some suggestions for improving mobile creative, gleaned from what I’ve observed with working with marketers.

  1. Lower- Versus Upper-Funnel Tactics

    Targeting users in the lower funnel, like in-store or at the point of purchase, should have messaging related to features, price-points, and product descriptions. Users in the upper funnel should have more general brand messaging.

  2. Demographics

    Marketers should consider the demographics of their users. For example: Is the targeting tactic reaching price-conscious or affluent users? Affluent users are likely price-insensitive, so messaging should include features and benefits.

  3. Location

    Because the duo of location and time is a large indicator of intent, taking the combination into account for creative messaging is also important. Is your targeted audience interested in music? Have they been to a music venue recently? Were they there at night, perhaps when a concert could have taken place? This user will likely respond to messaging that includes a music theme.

Measurement

For any creative execution, it’s always important to have some sort of measurement to track the results. While click-through rate and interaction rates are the standard metrics of performance in display and mobile campaigns, PlaceIQ’s Place Visit Rate™ (PVR™) is a strong indicator of performance when it comes to branding campaigns because it can help marketers determine the true impact of their ad on in-store visits.

An example of an early success of utilizing “audience-aware” creative was a recent mobile campaign with an auto advertiser driving consumers to their dealerships. This campaign tested placements using generic creative against dynamic creative, in which the user received mobile ads that changed messaging and background depending on a user’s location. Initial results are showing positive signs, where users exposed to dynamic ads are about 2 times more likely to visit target destinations when compared to the other targeting tactics.

Choosing the right creative (or the right gift) is always a difficult task. There is never a silver bullet, and it will require multiple rounds of trial and error. However, learning about your target audiences and tailoring the creative based on this data can go a long way to connecting your brand to your audience.

PlaceIQ’s Audience Series sets out to highlight the importance of segments in the advertising world. As the pioneer of mobile’s application to location intelligence, and leaders in the mobile audience field, PlaceIQ has the knowledge you need. Key audience experts from each PIQ department — from engineering, to data science, to sales — will tackle a new topic to give a 360-degree view on this vast, ever-changing industry.