In our last video, we talked about creating a data-driven video strategy for your brand, including creating dynamic video ads. Today, we're going to dive a bit deeper on how to create dynamic video ads properly.
Dynamic video ads are great because they allow you to create variations of the same ad using different elements that get mixed and matched based on who’s actually watching. This is called dynamic creative optimization, and it’s extremely powerful when done right.
But there’s more to it than just slapping together a bunch of assets and hoping for the best, right? You need to create a strategy around your campaign.
The first step is to establish your goals. Are you looking for product sales? In-store foot traffic? Brand exposure? The answers to this simple question will heavily influence your strategy.
For instance, if you are trying to increase sales of a beauty product across the US, you may want to tap into affinity audiences, which are data groups based off of users online behavior and interests.
So if one of the groups is women who are into makeup and passionate about the environment, and the other is women who are into makeup and passionate about skincare, then you can show one creative execution touting the eco-friendly ingredients of the product and the other would be focused more on the long-term benefits for your skin.
Next, you need to segment your audience. One of the first steps in this process is to do some consumer research. Who are your target audiences? What do they want to see?
You’ll also want to examine specific behaviors and intentions within a given channel. Are they watching videos for entertainment, or are they looking for answers to a question? This info may change the different types of messaging you throw into the mix.
Once you have your goals and segments in order, it’s time to actually plan your video elements. When tackling dynamic creative, you have to design each layer and all the variations. This can mean different background videos, different copy, different messaging, different languages — even music can be different.
The more diverse your audiences are, the more variations you're gonna need.
Once your assets are created, you can then leverage the latest ad tech to remix and distribute your ads dynamically. Tools like YouTube Director Mix allow you to not only plan and create your layers, but automatically, in real time, mix and match them based on various data sets like demographics, location, and even what a user has been searching for on Google.
Context and timeliness is everything when it comes to dynamic video ads. By embracing emerging technology and taking the time to understand your audience, you can create personalized ad experiences that people won't be able to ignore.
That’s all for now. If you want to learn more about creating campaigns that truly resonate with your audience, subscribe to our channel. And don’t forget to hit the bell icon to get notified when our next video goes live.
Until next time, be well!
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