According to Celtra, an Ad Tech firm, that has added Programmatic Creative to the ad creator platform, “Programmatic Creative aims to bridge the gap between cookieless mobile environments and the desktop, and to enable advertisers to run dynamically customized audience-specific creatives and match them with targeted audiences”. With programmatic creative brands can optimize the creative to target audiences better with a set of creatives depending on the rules defined by the advertiser.
Programmatic Creative and Dynamic Campaign optimization can help you deliver personalization at scale by mapping the user data to a specific creative or message based on the user profile.
Facebook and LiveRail have earlier announced a partnership to serve ads in a native format that uses the InApp inventory available through Live Rail from a host of Publishers, combined with Facebook’s targeting capabilities.
Designing Digital ad creative for programmatic contains design elements, which integrate with programmatic and real-time bidding strategies requires that advertisers deliver a message that’s tailored to the audience viewing it and the environment on which it is being viewed. It’s about getting the right message, at the right time and to the right people.
A case study from Google insights for Tory Burch’s collection, where the creative showcased live stream of events in a Lightbox format with location targeted messaging to find the nearest store on fashion blogs, media and retail sites.
Five Steps For Your Brand’s Personalized Mobile Campaign
Define your Campaign objective(s) and create ad sets with different creatives. To decide on messaging you need to look at the stage of the buyer journey and ensure the creative has the right messaging. In case you are using Programmatic Creative you have the option of programming the messaging to the context, location and relevance with search terms.
Define Target audience based on interests, demographics, behaviors and other data points for each of the segments and creatives that you have for the ad sets. Depending on the campaign objective and segmentation you can arrive at targeting options for each creative. If you are targeting website visitors you can match the creative that you have for Engagement or Conversion stage. If you are targeting existing customers with a new range then you could match the ad set you have created for the discovery stage.
Decide on the key data points for personalization of the campaign. Personalization of the campaign could be based on location, keywords or Search terms, Conversation thread on Social Media and past purchases.
Define the Call-To-Action for each Ad Set to achieve your campaign goals. For a Brand awareness campaign, give the location for the nearest store that has the deal you are building awareness for. For returning site visitors give a coupon code that can be used for a discount at the time of checkout.
Define key metrics for measuring campaign performance and set a track for each ad set to see how far the campaign goal has been achieved. Use Dynamic Campaign Optimization for increasing the frequency of best performing creative. Roll with the network that allows for campaign personalization at scale.