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Nov 19, 2017
Huffington Post: Techstyle’s Agile Acquisition Engine Delivers Dynamic Creative
Dynamic Creative is Here, But Adoption Requires a Culture Shift
What is keeping marketers up at night these days? Ask any advertiser and a likely answer is how they can keep up with the ever-growing demand for personalized creatives in digital campaigns without blowing production budgets. The very same issue is causing gray hairs on the agency side, too, but for a different reason. Agency heads are worried AI and automation will gulp down their revenue by eliminating the need for the skilled human holding the Wacom pen.
The reality of the matter is that neither party should be worried. Dynamic creative – a form of programmatic creative – will shake up the creative process for the better.
Out With the Review-Iterate-Approve Cycle
In the old and often outdated model, brand marketers briefed their agencies or in-house creative teams with campaign and asset needs, and the team would then go back to their desks to dream up the concept for the next meeting, set weeks away. With all the feedback rounds, internal approvals and actual production times, the process could easily span several weeks to months.
Critics fear that tapping into interests and behavior-based ad automation won’t leave room for quirky, award-winning advertising. But that simply isn’t the case.
If you’re a serious modern marketer, you just don’t have the time for all that back-and-forth anymore. As ad targeting becomes more sophisticated by the day, audiences are expecting their ads follow suit content-wise. Nothing is as expensive to an advertiser as irrelevance. But mass-personalization isn’t feasible with the old production model. This is where dynamic, automated ad creation comes into play.
But before the industry can shift into arming themselves with creative automation, they need to shift their thinking. Marketers both need to understand the vast variety of use cases and opportunities dynamic ads present, and get comfortable with the idea of ads being automatically rendered, without that lengthy brief and review cycle.
Understanding Dynamic Ads
Dynamic ads are creatives composed of an endless pool of individual assets. They can be text, visual, or audiovisual components that usually live in product catalogs, also called feeds – product description, name, price, image or video, to name a few. These components can be dynamically pulled and arranged into ads based on user behavior, profile and interests.
Facebook as a platform has been a forerunner in the field of feed-based automation. It offers multiple ad formats that transform product data into compelling and, perhaps most importantly, relevant ads that resonate with the target user.
Advertisers like ecommerce or travel brands already have everything they need readily at hand, but, in practice, any brand can automate creative production as simply as arranging their data into a spreadsheet.
Don’t Fear the Machines – Harness Them
Digital-first businesses are already comfortable automating creatives for certain types of campaigns, namely retargeting where previously visited products are rendered into ads dynamically. Yet when it comes to branding or prospecting, advertising automation is still somewhat of an unexplored territory for many.