A lesson for marketers: Dynamic advertising

Marketers first contacted text associated with ads that could be around 2000 years. The concept was novel at the time, and Gator, WhenU and Google's content-targeting ads were still dominant. However, as the popularity of this form of advertising gradually increases, its novelty is also relatively weakened. However, by referencing the content of the site, the idea of providing relevant display advertising is still more important in the industry.

These days, however, advertising companies no longer use page content simply by optimizing the text of the site, but by loading ad campaigns with multiple messages and targeting each user to maximize relevance. The development trend of advertising should be from niche ads targeted at the content of Web sites, and to the development of data-based audiences that rely on user data purchased from data aggregators. Now, we are in the middle of two states. As a result, it is now an out-and-out dynamic advertising era.

Dynamic advertising can mean: to different users put different advertising information. This concept is widely used in the process of customizing advertising ideas for website users based on different information. This information includes: page text, user behavior, demographic information, geographical location and other factors. Many companies have taken this approach, including Google's teracent, Tumri, Yahoo's dapper, and so on. Through this dynamic creative optimization, the company can use the product information and images of advertisers in a variety of formats and sizes of banner ads, select the appropriate combination of information, and sent to the appropriate type of users.

If publishers, especially in the retail and classification fields, can define dynamic ads, they may give you a completely different description. Dynamic advertising can be simply represented by such banner ads, that is, based on the principle of maximizing user relevance, providing the most relevant advertising information in real time. In this case, the brand and the classified ads and the local advertising player Adperfect, video advertising company Eyeview and other creative optimization company to provide "personalized" banner ads.

This approach is popular among advertisers who can provide users with a variety of product information based on specific information such as location. For example, a travel booking company may collaborate with one of these platforms and determine local weather information for consumers via IP addresses. It can adjust its advertising based on weather conditions (for example, by providing images of dark clouds and raindrops on a rainy day) and providing appropriate real-time information, such as ticket prices for the current attractions of a sunny tourist destination. Some ad units will require users to enter their ZIP code to provide ads based on more accurate user information before providing personalized ideas.

The classification boundary of these two kinds of dynamic advertisement is very vague. For digital marketers, it may be hard for him to know how to start planning such activities. One approach is to be familiar with companies in the dynamic advertising field as a whole, and to understand the products that each company can offer, and how it differs from its competitors. These days, many advertising technology companies use their main background and credibility to prove their strength, but marketers still need to make a detailed comparison, select the most suitable for specific products and requirements of the advertising companies.

For beginners, it is possible to have a preliminary understanding of the dynamic advertising environment through the Luma partner's "Display Advertising technology field". Luma chief Executive Terence Kavaga (Terence Kawaja) has created a flowchart (also known as "Lumascapes") that covers all aspects of digital marketing from search to social media to mobile platforms. However, only the knowledge of the ads will give you an idea of how to categorize potential media partners and what infrastructure they'll be able to undertake in the next campaign.

Another prudent approach is to keep abreast of developments in the industry and to seize the opportunity for more new technologies. In fact, not only companies that specialize in dynamic advertising can provide this kind of advertising, but many other advertising companies can provide some form of real-time media. This month digital advertising solutions company MediaMind (formerly rich media expert Eyeblaster) announced cooperation with dynamic video technology supplier impossible software, allowing the company to provide real-time personalized video advertising to its advertisers. For example, in a home brand Ikea advertisement in Germany, the company for different regions, according to the different geographical location of each user generated multiple video rolling ads, promote different products. Unless you've worked with MediaMind, or paid special attention to your own right to know, you may not be able to keep up with this development or know that the company has the ability to meet your dynamic video advertising needs.

In today's digital media market, planners face the challenge is not lack of opportunities, but too many opportunities, difficult to choose, dynamic advertising is no exception. Text-related advertising may still exist in a form similar to what we know in the past, but it is evolving and evolving and has yielded positive results. To fully understand this form of advertising, you will certainly have unexpected gains.

(Original: August 25, 2011, compiled: Zeng Cui)