Top 3 Trends Of Dynamic Display Ads That Are Changing the Digital Campaigning

Dynamic display ads and programmatic advertising are both at the forefront of the rapidly changing digital campaigning industry. Programmatic advertising is an incredibly efficient form of digital campaigning that leverages technology automate the buying and selling of digital ads.

It has introduced new advanced technology to digital campaigning, made it noticeably more efficient and increased the importance of marketing analytics. Similarly, dynamic display ads are very much catered towards the modern millennial consumer. They are personalised, catered towards video and mobile optimised; all three of which are known to increase conversions. This detailed article will cover these two forms of advertising have changed the digital campaigning space and how you can leverage this to your advantage.

1. Laser-Focused Targeting

Programmatic advertising is an innovative and exciting new form of digital campaigning. It is an efficient system that utilises advanced to automate the buying and selling of digital ads with real-time bidding. Based on data from Forbes, this is expected to be the fastest growing segment of digital advertising in the coming years, enjoying an annual growth rate of 59%. This form of advertising is known to significantly increase the effectiveness of A/B testing, in turn allowing advertisers to optimise campaigns for future performance. By efficiently testing different banner formats, channels and demographics, programmatic advertising will help you identify your most profitable market segments very quickly.

The advanced technology used with programmatic advertising opens up some very detailed and potentially lucrative targeting options. A great example of this was the very profitable Lacoste 2016 Summer sales campaign. Lacoste effectively utilised audience analysis and profile building to target and retarget specific groups of customers using programmatic channels. Digital advertisers are placing increased importance on highly focused targeting in the very competitive modern advertising environment. This effectively increases both your click-through and conversion rates by placing an enticing offer in front of the consumers most likely to make a purchase. When combined with some outstanding HTML5 display ads, these have the potential to be extremely profitable.

Similarly, personalisation in dynamic display ads has also helped bring about rapid change in the digital campaigning industry. Recent statistics suggest that 97% of digital advertisers believe that personalisation is one of the most important factors in an ad campaign. Dynamic display ads allow you to tailor your content to the customer’s specific needs and preferences. This helps you to increase click-through rates and generate a better return on ad spend.

2. Mobile Optimised

Moreover, dynamic display ads are very much optimised for the significantly increasing number of mobile browsers. With over 65% of users browsing the internet with a smartphone in 2018, catering your advertising strategies to mobile users is more important than ever. HTML5 banner ads are automatically resized to fit the screen of its user without losing any image quality, which represents a significant advantage over their static counterparts. This creates an aesthetic and professional feel for your ads, which in turn make consumers much more likely to convert. With the vast array of benefits that display ads can have on your business, investing in a high-quality Australian HTML5 banner ad service will likely be a great financial decision.

With ad costs meaningfully increasing over the past 12 months, the cost-effective nature of programmatic advertising creates a competitive advantage for savvy digital marketers. Utilising advanced techniques such as hashtag targeting helps to decrease advertiser costs whilst still ensuring an active and engaged audience. Capturing effective big data from tools such as Google Analytics allows advertisers to cater their offerings to the specific needs and wants of their target audience. In an industry where ad costs are likely to only increase in future, this represents a great way to go against the trend.

3. Improved User Engagement Through Video

Moreover, both programmatic campaigns and dynamic display ads are geared towards the medium of video. The increase in video marketing has been a noticeable trend in the digital advertising space. Recent statistics suggest that 82% of Twitter users watch video content on the platform, whilst more than 500 million hours of video are watched on YouTube each day. Video display ads are also noted to increase conversions, with Amazon and eBay reporting a 35% increase in sales for video listings. These ads help to improve user experiences by providing interactive and engaging content that is quick to consume.