Automotive News - June 19, 2017 - v2 - A14

DYNAMIC CREATIVE
ADDING A PERSONAL TOUCH
MANY ADVERTISERS LOVE THE
ABILITY OF DIGITAL ADS TO
PERSONALIZE A MESSAGE FOR
A VIEWER. They believe sending
personalized messages can help cut
through the overwhelming clutter of ads
most consumers face.
Personalization, or dynamic creative,
refers to online advertising messages that
change to reflect the viewer's location,
online behavior, or other identifiers. When
the ad server sends out the message, it's
personalized to the user. For instance, a
recent Honda purchaser might receive an
ad from the dealer about a service special,
while a shopper checking out Honda reviews
might see an ad about a new Honda model.
David Kelleher, dealer/principal at David
Chrysler Dodge Jeep Ram in Glen Mills,
Pennsylvania, has shifted most of his ad
budget to digital media, including dynamic
creative in search and social advertising.
"People are looking at a Durango online,
searching for information-then they will
see a weekend sale from David Dodge pop
up in their social media," he said. "It's great."
DEALERSHIPS CAN START WITH THE
information in their own customer
databases, said Tyler Sands, director,
Solutions Consulting, Americas, for Publicis
Media Exchange. "It's hard to create a
personalized message if you don't have the
data," he said. "But your CRM is full of very
rich data that we love to use for personalized
messages. You know when those customers
bought, what they are driving, when they
need service, or when they might be ready to
look for a new vehicle."
A good first step is to start with email
messages, Sands said, which are the easiest

| 14

and least expensive. Then a dealership
could consider personalizing ads in
other marketing channels-social media
platforms or in search ads. In most cases,
a dealership will work with an
agency or media partner to
execute the plan.
Sands said some of
the strongest impact
can come from
messages centered
around big events in
a customer's life: That
could be anything
from a birthday to a
milestone in the vehicle
purchase cycle-the end of
a lease, for instance, or the fifth
anniversary of a car purchase.
HE RECOMMENDS STARTING WITH
SOMETHING SIMPLE. "You might be awed
by all the possibilities a vendor can offer-
thousands of different copy messages and
hundreds of images-but focus on how
you can make the biggest impact with the
least number of creative iterations," he
said. "Change the color or model of the car
pictured, depending on what you know
your customers like, or change the message
depending on how recently they purchased
from you."
Sands also suggests avoiding overkill
with dynamic creative. "When you get in
this area of data-driven creative, one of the
most critical things a dealer can know is
when to stop talking to someone," he said.
"Understanding where the consumer is
in the purchase cycle is one of the most
important things. You can do damage to your
business by sending too much, too often."

"You might be awed

by all the possibilities
a vendor can offer-
thousands of different
copy messages and
hundreds of images...
- TYLER SANDS,
director, Solutions
Consulting,
Americas, for
Publicis Media
Exchange



Table of Contents for the Digital Edition of Automotive News - June 19, 2017 - v2

Automotive News - June 19, 2017 - v2 - Intro
Automotive News - June 19, 2017 - v2 - A1
Automotive News - June 19, 2017 - v2 - A2
Automotive News - June 19, 2017 - v2 - A3
Automotive News - June 19, 2017 - v2 - A4
Automotive News - June 19, 2017 - v2 - A5
Automotive News - June 19, 2017 - v2 - A6
Automotive News - June 19, 2017 - v2 - A7
Automotive News - June 19, 2017 - v2 - A8
Automotive News - June 19, 2017 - v2 - A9
Automotive News - June 19, 2017 - v2 - A10
Automotive News - June 19, 2017 - v2 - A11
Automotive News - June 19, 2017 - v2 - A12
Automotive News - June 19, 2017 - v2 - A13
Automotive News - June 19, 2017 - v2 - A14
Automotive News - June 19, 2017 - v2 - A15
Automotive News - June 19, 2017 - v2 - A16
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