According to Jim Caruso, MediaPost, “Creative tools already exist to build dynamic ads, but the problem is that very few of those tools are built alongside a media trading operation with a direct tie to a programmatic engine. A programmatic engine relies on data to improve targeting efficiency. Without ties to a programmatic engine, brands may be reaching the right consumer — but the messaging might be irrelevant to that specific person.”
To localize ads, or even to customize them for the individual viewer, brands must utilize data, automation, and collaboration between Creative and Media departments. This is more difficult than it sounds. Typically the Digital Media and SEM Managers are provided display ad assets from an external team, with no tie between the programmatic buying strategy and the visual/textual marketing elements.
However, the same data-rich signals that inform and redirect digital media targeting are becoming more and more prevalent in creating display ads in real-time. For instance, a national retailer with hundreds of locations will see performance uplifts when they pull in local data points. Examples include nearest store, local promotions and inventory, hours of operation, and specialties. These local data points are also used to target markets and audiences. It’s a win-win on both sides of the fence, especially when applying this singular strategy across hundreds of locations. Imagine: One set of display ads being used across the country, and across segments, and appearing in a localized/custom way to every single viewer.
How Balihoo Solves the Dynamic Display Ad Problem
For every campaign you run, the Balihoo product builds hundreds or thousands of customized, geo-specific versions of your professionally developed display ads. And it’s all done through automation.
This means you receive the benefit of increased performance that a local strategy affords, while avoiding the headache of generating individual design files one-by-one.
With Balihoo, you can automatically generate unique ad versions for each location: headlines, ad copy, and images that reflect the most up-to-date data on your locations. All of a sudden dynamic display ads not only possible, but incredibly efficient and effective.
Learn how top national brands and leading enterprises from these industries are currently using Balihoo’s Local Display functionality: