Video Transcript: Dynamic Creative Benefits
Welcome everyone to episode number 82 of The Great Reset. My name is Robert Brill and I'm the CEO of BrillMedia.co. We're an advertising firm that drives sales and leads with tools and capabilities that are traditionally reserved for Fortune 500 brands.
We're here five days a week talking about marketing and advertising for senior marketing executives, entrepreneurs, and everyone who's looking to grow their company. We're talking about Dynamic Creative in this video with a focus on the benefits for the ad buying team. And the ad buying team is responsible for driving performance for the advertiser.
We'll jump right into it. Number one. One of the key benefits for the ad buying team is Dynamic Creative allows you to run thousands of ad variations without having to create thousands of ad variations.
It sounds amazing. This is the foundation for the big opportunity for ad buyers looking to drive results for their clients. One of the most important things is that we want variation and iteration from a campaign that gives us enough knowledge to understand our audience, their needs, and how we can speak to those needs with advertising and targeting.
On a very specific level, having many ad variations will yield a small amount that are very successful on the campaign. Dynamic Creative gives us a way to give many variations a shot at being successful. And number two.
The benefit is a testing framework gets developed that tells the advertiser which creative executions resonate the best. Once we have thousands of ads to run, the ad buyers can look at the data and gain insights about the consumer. In a prior video, we talked about ad targeting to moms and showing different types of ad executions and which ones work the best so that we can learn from them.
Maybe ads featuring the soccer mom is the top performer. Then we go back to the advertiser and alert them that, look, your product does really well when we show a soccer mom in the ad creative. Maybe this clues the business in on a larger trend in their business and that, for example, moms with kids who play soccer are twice as likely to buy the product.
At least there's a point of investigation here that could actually have a dramatic impact on the business. Then our ad targeting can get to be more focused, investing more of the budget to soccer moms. Maybe at this point we go back and we say we don't want to target all the moms.
We want to target moms of children who play soccer and even tailoring the product that we feature to better align with soccer mom. Maybe this goes so far as a whole new photo shoot including imagery where the product is being used somehow on a soccer field with kids playing on it. So we get to better feature the product that aligns with our audience.
And this can go in a lot of different places. And this really speaks to the fact that there are insights that are driven by data that can only be exposed when we give the marketplace an opportunity to like, comment, and share or click on our ads or buy something as a result of our ads. If you don't give the marketplace enough of a variation to kind of like react from, then you may never have discovered that insight.
So for ad buyers, Dynamic Creative gives the advertising campaign a way to use data and algorithms, the ability to power up the connection between the consumer and the brand. Sure, everything that I described can be done without Dynamic. You could create tens or 20 or 100 or a thousand different creative executions and a couple of them can feature soccer moms.
But Dynamic Creative makes it exponentially easier to do this work so that more of this can happen and benefit the brands and smaller advertisers. I mean, the key note here is that, you know, a lot of the tools and capabilities that Fortune 500 brands have access to are now available for brands spending $10,000 or $20,000 a month in advertising rather than hundreds of thousands or millions of dollars. Literally the same tools that Coca-Cola can have, most companies can have access to if they know and have a steward to deploy them in a way that's accessible for the brand.
So on the next episode of The Great Reset, we'll talk about the logic behind Dynamic Creative so you can see how Dynamic Creative can be used for your business. We'll see you tomorrow for another episode of The Great Reset.
