Get With the Program
Campaign performance informs a brand about the effectiveness of combined campaign elements, including creative, platform, media and audience. Additionally, polls can also inform a brand about the emotional and logical motivation behind a purchase. Through interactive ads, polls can be used to ask consumers about their preferences and values, and the answers to these questions further strengthen the brand's understanding of its audience.
By discovering the intersection of a consumer's persona, the context of the website he or she is browsing and the motivation behind behavior, programmatic partners can help brands complete the full-circle buyer story.
3. Using 1:1 Contact to Dynamically Show the Right Ad
Typically, marketers use programmatic technology to identify and target top-performing personas (gender: male, age: 25 to 34, income: $100,000-plus, etc.), but it can also be used to dynamically select or assemble ads for each individual. Dynamic ads personalize the offer, message or presentation to apply to consumers on an individual basis.
Programmatic dynamic ads integrate certain components into creative in real-time, according to the predicted preferences of each consumer. Personalization by weather and seasonality, consumer profile, locale and regional pricing, last action, and more can be achieved with this type of advertising. A travel brand, for example, can show consumers destinations based on their home designated metropolitan area. Seattle residents might receive Hawaiian deals while Boston residents receive Caribbean deals, for example.
As consumers, we can all appreciate the possibilities that come to life with a higher level of personalization. The data from our online profiles, shopping preferences and browsing habits, as well as other personal data we choose to share, makes way for a future where advertisers anticipate our needs before we even realize them. A display ad might offer us a coupon to our favorite local grocer the day before we go shopping, or a phone cover that matches our style preference and phone type on the very same day that we activate a new phone. Anything is possible.