Online advertising is constantly evolving, and one of the most recent developments is the introduction of dynamic creative ad servers. These advanced ad servers are changing the way advertisers and publishers manage their campaigns, making the process more efficient and effective. In this blog post, we will explore what dynamic creative ad servers are, how they work, and why they are becoming increasingly popular in the world of online advertising.
What is Dynamic Creative?
Dynamic creative is a type of ad that changes based on the user’s behavior and interests. For example, an e-commerce website can promote specific products at different times throughout the day or week depending on traffic levels or other factors, by showing different product images in each ad slot. By targeting the right audience with relevant ads, dynamic creative increases engagement, conversions, and revenue.
Why Use a Dynamic Creative Ad Server?
Dynamic creative ad servers are the best way to create and serve dynamic ads. They are more engaging, effective, and efficient than traditional ad servers. They use data about the user’s behavior to show ads that will get results for your business, and they reduce wasted spend on ineffective ads by targeting customers with relevant messages at the right time and place.
How Does a Dynamic Creative Ad Server Work?
A dynamic creative ad server works by using a combination of algorithms and rules to determine which ads to display. The server uses data from the user’s browser, such as location, device, and whether it’s a first-time visit, to determine which ads should be shown, where they should be shown, and how often they should be shown.
Core Ad Server Features and Functions
Dynamic creative ad servers come with a variety of features and functions to help manage your campaigns. Core features include:
- Dynamic ads – ads that are compiled and presented in real-time utilizing design, colors, headlines, calls-to-action, and other elements that are combined and optimized based on the data known about the target audience and their behavior.
- Responsive ads – ads that automatically adjust their size and format to fit the available space on a web page or device screen. The goal of responsive ads is to provide an optimal viewing experience for users, regardless of the device they are using, and to ensure that the ads are properly displayed in a way that maximizes their visibility and impact.
- Video ads – ads using video that can be served through a variety of channels, including digital platforms such as YouTube, social media, and programmatic advertising networks, as well as on traditional TV. They can be dynamically targeted based on the viewer’s demographics, interests, and location, and they can be served to users through a variety of ad formats, including in-stream (pre-roll, mid-roll, post-roll), out-stream, and in-display.
Dynamic ads change based on what the user is doing and where they are in the app, while responsive ads work on any device regardless of screen size. Video advertisements provide advertisers with more control over the type of content displayed on their website or app.
Advanced Ad Server Features and Functions
Advanced ad server features and functions include dynamic creative, which gives the ability to serve different ads based on a user’s location, device, and other data points. Additionally, features can be used to optimize performance and deliver more effective campaigns, including:
- Frequency capping – Frequency capping on ad servers refers to the process of limiting the number of times an advertisement is displayed to the same user over a specified time period. The purpose of frequency capping is to prevent ad fatigue, where users are shown the same ad multiple times and become annoyed or ignore the ad altogether. By limiting the frequency, advertisers can ensure that their ads are seen by users in a way that is less intrusive and more effective.
- Retargeting – Also known as remarketing, is a form of online advertising that allows advertisers to reach users who have previously interacted with their brand or website. This is accomplished by placing a cookie or tracking pixel on a user’s browser when they visit a website, which is then used to deliver targeted ads to that user as they browse other sites on the internet. The goal of retargeting is to recapture the attention of users who have shown interest in the advertiser’s products or services but have not yet taken a desired action, such as making a purchase or filling out a lead form. By showing these users relevant ads, the advertiser aims to bring them back to the website and encourage them to complete the desired action.
- Audience Segmentation – Ad servers typically offer a variety of audience segmentation options to help advertisers target their campaigns more effectively. Some of the most common types of audience segmentation include demographic, behavioral, contextual, geographic, technographic, and firmographic segmentation. Each of these segmentation types can be used in combination with others to create highly targeted audience segments that are tailored to the specific goals of an advertising campaign. Advertisers can use these segments to reach their desired audience with greater precision, which can lead to higher engagement and conversions.
Dynamic creative ad servers are the future of online advertising, providing businesses with the ability to reach the right audience with relevant ads, increasing engagement, conversions, and revenue. As online advertising continues to evolve, it’s important for businesses to stay on top of new developments and take advantage of the latest tools and technology available to them. By using a dynamic creative ad server, you can manage your campaigns more efficiently and effectively, ultimately resulting in better results for your business.
