Dynamic remarketing opportunities
Dynamic remarketing is a technology that automatically generates ad banners based on items viewed or added to the cart.
So, each user is shown only the products he is interested in, and there is no necessity for the advertiser to create a separate creative for each item.
What are pros of dynamic remarketing:
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optimization of the advertising budget, as creatives are already shown to the warm audience;
- avoidance of banner blindness, as the user is most likely to pay attention to a product already known to him;
- reduction of the time for setting up an advertising campaign, since banners are collected automatically for each product or category;
- tracking of customers passing through the sales funnel from the moment of viewing the product or adding to the cart to the purchase;
- achievement of KPI goals, i.e. ROI, especially in e-commerce campaigns.
Who would benefit?
Dynamic remarketing is ideal for e-commerce: large online stores, marketplaces and other online services with a great number of products.
To launch it you need to install SmartPixel (it will collect the audience) on the site and some codes for the buttons for viewing the product, adding to the cart, buying, etc. You also need a URL feed in YML format, which contains information about the product image, its price, name and description – all this data will be automatically shown in the ad message.
Let’s consider how dynamic remarketing works on the example of an online store of electronics
Dynamic remarketing in Hybrid
Dynamic remarketing in programmatic has been around for over 10 years. But, like all technology, it is constantly developing. Thus, the Hybrid team has expanded the settings of advertising campaigns that are ready to use today. What new features have we added?
Tiles Format
Multiple products are displayed in one ads message
— You can select the number of products to display (for example, 6 or 9). If there are 5 or fewer products, Carousel format is available;— A user sees some items that he is interested in. There is no necessity for him to swipe the banner several times;
— Targeting only users who are most interested in a purchase in order to increase the performance of the advertising campaign;
Settings according to a brand and a category
You can launch an ad campaign on only certain brands or categories. For what?
— To promote specific brands if you have such agreements— To build different hypotheses in different campaigns
— To select the necessary category and combine with targeting based on users’ interests
Audience segments in Retail
For additional optimization and intersection of interests and audiences from a pixel: it makes it possible to narrow the audience and get users who are most interested in buying.
After the tests, the reach to the metric was above 70%, which was not noticed in retargeting campaigns without intersection.
Dynamic remarketing is an incredibly useful tool to lead users through all stages of the sales funnel: from brand recognition to making a purchase. Try it right now in your strategies and increase ad conversion.
