Rahaman: La creatividad dinámica puede mejorar el desempeño de una campaña en 47%
The VP for Programmatic and StrikeAd at Sizmek, Alex Rahaman, feels that dynamic creativity is on the rise and is a very useful tool to make digital messages that are a match for the audience. “With this platform, advertisers can achieve better results in less time and with a smaller budget” he highlighted.“Thanks to technological advances, millions of creative units are no longer necessary. Advertisers only need well structured and reliable data, and a powerful tool for dynamic creativity” he explained. “Using real-time data and new creative platforms, marketers can construct one campaign where messages are adjusted according to a kaleidoscope of variables for any audience, channel, or screen.” According to Sizmek, dynamic creativity can improve the performance of a campaign by 47%, increasing it to 69% after post-click conversions. “Dynamic creative heralds a new era of digital marketing that will banish forever the dark days of re-coding every ad element” pointed out Rahaman. The executive recommended doing a stratification according to location in order to be able to implement dynamic creativity. Another recommendation is for the pieces to be adaptable to the weather. He proposes that creativity should always fit in the context where it will be presented and suggests campaigns be executed in real time. “Speed and personalization mean everything to the modern consumer; and dynamic creative allows advertisers to deliver both.”
