Digital has always been powered by vast amounts of data, insight, technology and above all jargon. The whole premise to using digital was that you had the ability to have two-way communication with consumers. Start a conversation with them, listen, follow and understand how they are behaving and responding to our story and then tailor the next element of the story accordingly.
Yet, we are in 2018 and the number of brands that are properly embracing dynamic approaches or two-way communication is still not at the level it should be to fully utilise the channel.
If we think about the areas of a campaign that could be made dynamic, the opportunities are endless – it literally touches all parts. However let’s concentrate on three areas for now.
Dynamic creative delivery: After the year of the mobile, we think this is up there with being one of the longest running fruition years for a technology-based approach. Looking back, running dynamic creative campaigns on mediaplex goes started almost a decade ago in 2008; these clients weren’t dipping their toe into it either. They were fully immersed and in excess of 90% of display budgets were using dynamic creative.
Dynamic creative insight: We’ve always been believers in the 20:80 rule when it comes to digital. It’s essential teams spend 80% of their time in campaign making changes to budgets, sites, buying approaches and shaping media investment. However, the creative concept being delivered tends not to change as much. This is purely because the systems teams use look primarily at efficiency of delivery, not efficiency of concept. Does the concept need to be tweaked? Are there the right colours in the creative? Are we using the right images (foreground or background)? Is the message driving penetration with consumers?
Standard adservers are not setup to look for this. However, we are seeing more technologies appear to help improve this area. Picassolabs is a prime example and we have been working with them through NextTECHnow and they have a sole focus to inform brands on what assets within creative are having positive or negative impacts on campaign performance. This information can be used to help creative agencies and teams evolve the concept in campaign rather than waiting until the end to review performance.
Dynamic content security: This is a much newer development and will help brands with an extra safety net when it comes to classifying different content on news sites. IBM Watson has been working on AI that enables them to read the content on over 100,000 news sites, equating to in excess of 300,000 articles per day. Discovery news is able to reclassify all of this content every seven minutes. This will help brands apply a living blacklist or whitelist for content on to their campaigns.
Moving forwards, creative agencies and teams need to be more involved in evolving their campaigns in the same way media agencies optimise their media activity. Dynamic safety will help give brands more security in a world where the pace of news is growing, not shrinking. Ultimately, dynamics will save brands money in development and help drive greater safety and efficiency in campaigns, rather than just being used to change the next one.