How Media Targeting Challenges Creative Teams

Are your creative goals bigger than your team?


Creative Ad Introduction

Creative teams are facing challenges when it comes to producing relevant ads that convert audience into paying customers. In the past a “blitz” style campaign was enough to generate return on investment. In the 2020s and beyond, ads need to be highly personalized with relevant imagery, copywriting, and design to illicit buying behavior.

So, what’s the problem?

Creating personalized ads at scale is expensive and requires an in-house design team. This becomes cost-prohibitive leading to generic ads, which don’t work. Creative teams feel that their doomed either way, but with new creative ad tech it doesn’t have to be this way.

Dynamic creative optimization (DCO) platforms are bringing big agency scale to anybody.


Dynamic Creative & Media Strategy

DCOs enable small media teams to produce unprecedented volume without the debilitating cost.  By using a Google Sheet data set including: images, weather, copywriting variations, locations, size and more ads can be versioned and fine-tuned to be highly relevant to the viewer on any medium.

Because each ad isn’t created individually, but rather through the data feed each new unit doesn’t have an incremental cost. By saving cost and time DCOs brings agency-level output to any creative team.

Check out the math:

1 product x 2 images x 3 value props, x 2 incentives x 2 CTAs, x 13 sizes = 312 ad units.

To create 312 ad units with a traditional agency would take weeks and run up large costs through man-power and labor that goes into creating so many units. But a DCO, like, works at the template level, paving the way for speed.

Additionally, when you factor in the ever-increasing advertising mediums and social platforms, the ability to customize an ad quickly and inexpensively is a major advantage. With a DCO, your creative team will easily be able to deliver a robust campaign across Facebook, Instagram, Snapchat, Google, and more solving a HUGE problem that forces companies to choose:

A): More channels = more ad units = more cost

B): Have to eliminate channels to creative constraints risking relevancy.

DCOs make it realistic to create ad units for every social platform and advertising network, meaning companies don’t have to choose between medium/platform and ad relevancy. DCOs create value by removing the “what if…” of previously untested iterations and ideas for media targeting.


Using DCO to improve Production Workflow

It’s important to test a few headlines with a range of offers, using a selection of different images to correspond to different CTA’s. Creative teams need to produce content for different audiences in various formats like Facebook programmatic, email, LinkedIn and other social channels. Eventually, this can lead to time-consuming creative output which slows down delivery and iteration.

Typically, creative teams produce one or two versions of an ad unit. Media campaigns could benefit from targeted media with targeted creative across both versions, rather than taking a universal approach to creative. This will also be useful later when you want to split test your campaigns to evaluate performance.

Brands don’t produce targeted versions of their creative due to the previously mentioned time and budget constraints. As a result, the media team uses generic one-size-fits-all messaging that fails to capture the for benefit of their highly targeted media plan. Dynamic creative makes it possible to test


Using Dynamic Templates & Data Feeds to Fuel Your Production Workflow

Dynamic creative is often thought about as an optimization engine, and it can be, but that’s only part of the story. Dynamic creative is really about scaling production and versioning. Because massive versioning has evolved into additional tasks for teams to manage across all digital channels, dynamic creative technology (DCO) has adapted to meet new design challenges.

The development of DCO allows creative teams to build templates, customize templates to suit your different sizes and dimensions, and then turn your content into a data feed. Dynamic templates powered by data feeds allows you to scale your messaging across all your size formatting channels without worrying about how many versions you actually need to produce. This means you can produce 10000 versions of an ad unit for the same effort as producing 10 versions of an ad unit.


The Business Case:

With more noise in the world than ever before, breaking through is difficult. To consistently make sales media targeting needs to be cross platform with relevant messaging. Expensive versioning requirements would make ad creation expensive to the point of being prohibitive, but DCOs are enabling media teams to compete with personalized ad messaging and variable testing. DCOs have truly leveled the playing field for advertisers of all sizes to capture valuable customer attention with targeted media.

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