A Closer Look: Dynamic Product Ads
Posted on July 19, 2017
This month’s product newsletter is going to shine a light on dynamic ads and Remerge’s product recommendation engine. What exactly is a dynamic ad, how can the technology be leveraged and for what kind of apps is it a useful marketing tool?
A brief example
So let’s start with the low-hanging fruit. When people in the industry think of dynamic ads, they think of eCommerce companies. Almost anyone who has even visited an eCommerce website has seen ads displaying the very same items they were browsing on other, unrelated websites in the following days. This is a prime example of a dynamic ad. While the ad includes static elements such as the website’s logo and often some marketing copy and a call-to-action button, it will “complete” itself based on the customer information available to the marketer. An open slot for a product to promote will be filled with those shoes you left in the shopping cart without purchasing and the technology uses this information to display related information such as price, product name and other details (color and brand, for example). Naturally, this kind of ad will be an excellent tool for tackling cart abandonment and users in the lower part of the funnel, as the relevancy of what is being displayed is much higher than a generic product from this website’s catalog.
Visual representation of the dynamic product ad creation process
Applications in food and accommodation
However, DPA can be leveraged with great efficacy by marketers in other fields too. Food delivery apps can utilize geo and user data to display ads displaying nearby restaurants offering your favorite cuisine. Why run a generic ad with an image of steaks when you already know that this user tends to order sushi? In the accommodation industry you can use search data to determine which city’s hotel would best pique the user’s interest. It is no longer necessary to show these would-be travellers images of generic holiday destinations.
Highly targeted marketing communication
For content subscription-based services, such as music platforms, DPA can be leveraged with extreme accuracy. Rather than exposing your inactive customers to generic images of popstars and rock bands, the marketer can ensure that every user sees a banner promoting their favorite artists or songs. While user acquisition can have success by showcasing the biggest artists available on the platform, retargeting has the advantage of access to user data, enabling DPAs to replace the generic, popular names and images with ones relevant to each user specifically. This is an effective way to build long-term relationships between the user and your brand, by showing them through your marketing efforts that you understand their likes and dislikes. The strategies which encouraged the user to try your app will not always be identical to the strategies which will convince them to keep using it.
Example of a dynamically created travel ad by GoEuro
Spreading awareness with precision
Media platforms and video on demand services can easily harness the power of dynamic. By utilizing viewing information and the user’s review history, the marketer can promote the launch of a new season of the user’s favorite show or content matching their existing favorites in genre or contributors. Of course, most savvy marketers already engage in such reengagement activities through email marketing or other means, but dynamic ads can be a powerful, additional tool to add more scale without having to worry about email open rates and similar constraints.
Boundless use-cases for gaming apps
In the category of gaming, there is a world of opportunity of for DPAs. By its very nature, a game requires a much higher level of engagement than mere browsing and purchasing. This level of engagement means a plethora of user data which can be made available to a retargeting professional to leverage. You can pin-point exactly where in the game the user lapsed. Stuck on level eight? Why not show this user an ad with an image from this level with a useful tip on how to conquer it? Did you notice a disproportionate amount of users stop progressing at a certain boss fight? Perhaps these users would be more likely to keep trying if you were to show them that special item available in the in-game store which makes your abilities twice as effective against this type of foe? For certain users, the mere sight of your logo might not be enough to convince them to come back. They need messaging countering the reason they opted not to return. Such strategies aiming to answer very specific user-scenarios can be rolled out with great efficiency by implementing dynamic banners in your marketing stack.
Product recommendation engine and building loyalty
So how does Remerge’s product recommendation engine fit into all of this? While reminding the user of the product they put into their cart is a great way to turn interest into a conversion, it would not necessarily be the best approach to turning a one-time purchaser into a frequent, loyal customer. For such a campaign, the product recommendation engine can come in very handy. Whilst building your dynamic ad, the engine will instantly look up this user’s history and display a related item to what the user was interested in. What this achieves is to cement to them that your app not only offers that one thing they liked, but can inspire them with items that go along with the product they showed interest in. “If you enjoyed that orange-flavored chocolate from Sardinia, you should try this raspberry-infused cocoa from Belgium”. This kind of relationship, where the app is not only giving the user what they asked for, but actively makes them aware of alternatives they might like, is the first step towards lasting affinity towards your brand. The possibilities and applications are endless here.
Do you want to hear more about how dynamic ads can assist your app’s marketing efforts? Get in touch with us via your account manager or get started with Remerge now by sending us an email: email@example.com