Dynamic Creative

Dynamic and personalized creative

Building data-driven creative strategies allows marketers to reach audiences with personalized, relevant messages. Learn the 5 steps to doing this successfully.

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The creative process for programmatic: A guide for marketers and agencies

Fancy Pants DoubleClick Accenture

Data-driven creative strategies allow marketers to reach and engage consumers across devices with relevant, personalized messages. To successfully execute these data-driven strategies, the sequential, siloed creative and campaign process from the past won’t work.

We partnered with the digital creative studio FancyPantsGroup and management consulting company, Accenture, as well as with three major brands, to run a series of data-driven ad campaigns designed to help define a better creative process. Along the way we tested not only which types of data work best for different KPIs and which types of creative can best serve them, but the process itself.

By running these campaigns as experiments and applying a scientific mindset, we were able to collect valuable learnings about how brands, media, creative, and production can work together in a way that serves each organization individually as well as the campaign as a whole.

Based on our experiments, we recommend a five-phase process for conducting agile, collaborative, and effective data-driven, dynamic campaigns.

Ready to get started? Check out the below resources for inspiration and guidance:

Royal Bank of Canada

Advertiser: Royal Bank of Canada
Campaign: Premium travellers’ credit card
Media agency: Initiative

Download the GWD files -- contains code for the dynamic ad shell to show what has been made dynamic and how it was built in GWD. [Note: no brand assets are included in this file.]

View the dynamic creative in action -- this page lets you select different triggers and see how the creative responds dynamically.

L’Oreal

Advertiser: L’Oreal
Campaign: Vichy Sunscreen
Media agency: Optimedia

Download the GWD files -- contains code for the dynamic ad shell to show what has been made dynamic and how it was built in GWD. [Note: no brand assets are included in this file.]

View the dynamic creative in action -- this page lets you select different triggers and see how the creative responds dynamically.

Gilt Groupe

Advertiser: Gilt Groupe
Campaign: Fall
Media agency: in-house

Download the GWD files -- contains code for the dynamic ad shell to show what has been made dynamic and how it was built in GWD. [Note: no brand assets are included in this file.]

View the dynamic creative in action -- this page lets you select different triggers and see how the creative responds dynamically.

Resources:

Below you will find links to some helpful resources to get you started with your dynamic campaign.

Dynamic

DoubleClick Dynamic Creative Tech Doc

This document outlines the steps required to set up a dynamic campaign in DoubleClick. Use it to help you on your next dynamic campaign.

Download here

Studio Packaged Solutions

Studio Packaged Solutions:

The DoubleClick dynamic product is divided into seven packages which contain resources to make it easy to get your campaign up and running as quickly as possible.

Learn more

Google Web Designer

Google Web Designer:

Ensure your ads are mobile compatible by creating HTML5 without having to code a single line.

Download here

Programmatic

Programmatic:

Integrate with DoubleClick Bid Manager or AdWords to serve the right message to your audience at massive scale.

Dynamic Best Practices

Here are some helpful hints and tips to get you started:

  1. Keep it simple! A simple strategy is often the most effective. Stick to one packaged solution at a time to ensure campaign success.
  2. HTML5. Make sure your dynamic message is seen. Using HTML5 ensures your dynamic message is served across mobile and non flash compatible browsers.
  3. Campaign planning. Make sure you know which elements of your creative you need to be dynamic before beginning production. It’s much easier to remove dynamic functionality than it is to add it in later.

Case studies

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Peugeot

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