Digital advertising that includes both high quality creative and relevant messaging is increasingly a high priority for media buyers and marketers. Advertisers see no reason why creative, rich media, and programmatic should be mutually exclusive – it’s the combination that achieves engagement and results with consumers. The combination of programmatic and engaging creative offers a wide range of new opportunities – using data to precisely tailor messages.
Marketing teams are moving away from click-centric strategies as the only way to measure engagement. With all the new high-touch, high-impact ad formats and the growing popularity of native ad placements, there is a whole new world opening up to advertisers in display ads, to provide a more robust user experience while still reaping the benefits of programmatic buying.
Creative has never been more crucial to display ads as it is today and agencies and marketing teams are paying attention because they realize that a display ad’s message or creative is just as important as the channel or medium through which it’s served.
What is Programmatic Creative?
Programmatic creative has the ability to use the data collected from a programmatic display campaign to create a more personalized experiences for consumers. Rather than displaying one generic creative, new technologies, like Dynamic Creative Optimization (DCO), mean that the ad creative can be tailored to the viewer in real-time, across multiple devices, according to their location, what they are doing, and the time of day – improving the overall user experience.
Where programmatic advertising matches users to ads on a one-to-one basis in real-time, DCO supports the matching of the best creative for that user during the programmatic advertising process.
Instead of marketers and advertisers having to figure out a one-size-fits-all, mass-market approach to their creative for a campaign, now they can create hyper-relevant ads that are relevant to individual users, while reaching a larger audience. Using the sizable amount of data that is collected from each campaign, programmatic creative can enable automatically generated ads relevant to products or services that customers are viewing, helping to move customers towards the conversion path, and returning customers into repeat purchasers – building long-term loyalty and increasing returns for those campaigns.
Programmatic Advertising has Changed the Role of Display Ads
With programmatic taking the largest share of digital marketing budgets, the role of display advertising has been reborn and redefined. More than four in five US digital display ad dollars, or $45.72 billion, will flow via programmatic means by 2019.
It’s no secret that different formats accomplish vastly different goals for marketers and media buyers. As the role of display advertising is redefined, and programmatic has dramatically changed the landscape, marketers need their display options to emphasize relevance for each consumer and define their experience as unique rather than obtrusive.
If campaigns are to remain relevant, marketers should be considering themselves not solely as advertisers, but as storytellers. Marketers and publishers alike are turning to programmatic creative to enhance user experience and keep the customer at the center.