One ad does not fit
The same ad does not suit everyone, and the same product does not interest two people at the same moment. Feed based advertising solves this: the ad is built from product, price and availability, and shows each person what is relevant to them.
01
When dynamic advertising works
Dynamic advertising works when there are many products and they keep changing. The ad is built from the feed, so price, image and availability stay current without manual work. Getting it running takes more time than an ordinary campaign, but after that the upkeep gets lighter. We plan, build and optimise the mix that fits the objective at hand, and we do it precisely.
02
A few lessons from the channel
When an advertiser has a product feed, dynamic advertising is worth keeping on continuously alongside the campaigns. It carries the result even when the actual campaign is paused. Dynamic product advertising is a different product from ordinary social advertising, even when the platform and the audience are the same. That is why the two are worth judging separately. Feed quality decides the outcome. A sold product disappears from the ad automatically only if the feed is current. Consumer response varies considerably between media, and the content of the message matters a great deal in relation to the objective. The mix that usually works divides the assets into three blocks: hero messages, consideration messages and tactical messages.
03
How we work
People do the work: a strategist, a planner, a specialist and an analyst. We build the feed and the ad templates together with the client's systems and check that the data travels correctly all the way through. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: the ad versions for every product and the monitoring of the feed. We give every client the most modern tools in the field for gathering insight, running the advertising and following the results.
Examples of what we do
- Product feed build and monitoring
- Ad templates and DCO
- Dynamic product ads in social and display
- Retargeting at product level
- Versioning to every placement
- Feed quality monitoring
- Marketing Engine
Related Cases
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