Dynamic advertising and its types
Dynamic advertising is a type of digital advertising that adapts content automatically based on various user data. This format helps you deliver a personalised experience that increases the effectiveness of your marketing efforts.
The system displays relevant messages to each user, including product recommendations and notifications of upcoming events. Real-time updates to messages increase the likelihood that a person will interact with the brand.
Types
There are several types of dynamic advertising. The choice depends on the initial marketing objectives and the specifics of the business. The most popular are:
- Product-based dynamic advertising. This type of advertising displays specific products selected based on the user’s online behaviour. The system uses the products viewed or added to the shopping basket as the main data to create these messages. Marketers often use this approach for retargeting.
- Location-based. The basis of this type of campaign is the user’s location. According to it the relevant content is displayed. An example of this type of advertising would be information about nearby shops or services available in the area. This type of advertising is suitable for businesses that focus on activities in a particular region.
- Behavioural dynamic advertising uses data about user behaviour—browsing or search history—to shape messages. This is common among travel companies, which send offers related to places the user is interested in.
- Based on demographic data. The marketing message is tailored to the user’s age, gender, interests, and occupation. For example, an insurance company might advertise different plans for retirees and students.
- Event-based. Messages change based on real-world events, such as sports matches or concerts.
Marketers can use dynamic advertising across multiple digital channels, including social media.
Dynamic advertising benefits
The key benefit of dynamic ads is personalisation. Targeted to the right audience advertising messages are increasing user engagement. This universal advertising format is suitable for attracting attention to products, companies, or events.
Another benefit is high efficiency through automation. It greatly simplifies the process of creating and maintaining a marketing campaign.
By tailoring advertising messages to user behaviour, you can achieve a high level of conversion. Personalisation also increases the chances of increasing the number of clicks so that businesses can expect a good ROI.
Dynamic advertising is ideal for a remarketing strategy. It can remind users who have previously made a purchase or shown interest in the product about the brand.