Don't Serve Me The Same Ad As Ray Next Door. Believe Me - We're Nothing Alike

Now that marketers have access to dynamic creative ads in HTML5, please don't show me a Buick advertisement if you know I'm interested in a Lexus. Marketers -- especially those focusing on search -- buying display media should know my preferences on publisher sites from my searches on Google, Bing and Yahoo, as well as the swipes and the clicks I make throughout the day.

Before you lump me into the same audience segment as Ray next door, here's how you can save our relationship.

In order to make it easier to reach consumers like me, Google developed a simplified workflow in Google Web Designer that makes it even easier to build dynamic creative in HTML5. I don't think marketers can dispute the benefits of showing consumers the correct products or ad in a dynamic campaign.



Programmatic-driven ad spend will rise 49% to $14.2 billion worldwide in 2015 compared with the prior year, accounting for nearly one-third of all display and video media, Magna Global estimates.

Becky Chappell, product marketing manager, Google Web Designer, explains how to set up the process in this post and provides an example. She tells us that Kaymu, one of the largest online retail marketplaces for emerging markets, used Google Web Designer to build an HTML5 dynamic remarketing campaign. The strategy drove a 580% increase in click-through rates (CTR) compared with their previous non-HTML5, non-dynamic campaign. Chappell also points out that Kaymu's dynamic creative team dropped the build time pretty dramatically, from three days to 10 minutes.

Technology that can manage dynamic creative optimization on the fly moves more in demand. Earlier this month, Austin-based digital advertising company Sizmek, which has a self-service and managed service offering, acquired ad technology company PointRoll in a $20 million deal to gain a range of capabilities for its Sizmek MDX platform.

The company says it bought PointRoll from Cofactor, a subsidiary of Tegna, formerly Gannett, the publicly traded broadcast and digital media company that spun off its publishing assets earlier this year, in part for its mobile media buying, multichannel and device measurement, and attribution.

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