Personalization is just one of the many key strategies behind high-performing mobile retargeting campaigns. As we’ve written before, personalized communications ensure a better user experience and higher conversion rates. In fact, Epsilon found that 80% of consumers are more likely to do business with a company if it offers personalized experiences, while 90% found personalization appealing overall.
This is where dynamic creative optimization (DCO) with product feeds can create immense value for brands’ app retargeting campaigns. With DCO, marketers can dynamically change ads served to users based on real-time data. In contrast to long-held notions that dynamic creative optimization with product feeds can only be used to optimize ecommerce brand campaigns, this functionality can benefit brands in all categories — from travel companies to lifestyle apps and beyond.
Below, we explore the benefits of dynamic creative optimization using product feeds. We also give use cases for how this technology can be leveraged to retarget apps in all categories.
What is dynamic creative optimization (DCO)?
Dynamic creative optimization uses an app’s product feed to match the right message to the right user at the right time based on their intent. Serving personalized ads to users based on their preferences and behavior can make your ads stand out. In fact, our internal testing has shown DCO can result in at least a 30% performance lift.
For ecommerce app, Acme Club, dynamically optimized ads were a key driver in lifting user retention and ROI. Through 100% dynamic product feed integration and strategic retargeting of segmented users, YouAppi was able to dynamically optimize and serve creatives according to consumer interests, boosting purchases from both new and returning customers globally. This achieved Acme Club’s ROI goal of 4000% ROI within 30 days.
How product feeds work
Think of a typical shopping experience in the mobile marketplace. You might browse for a new pair of shoes and then get distracted and open a game app. Then, as you’re advancing a level, you see an interstitial ad for sandals you recently favorited on an ecommerce app. This user journey is made possible by dynamic creative optimization powered by a product feed.
To set up dynamic creative optimization, marketers simply need to provide their DSP with access to manual or live integration to their product feed. From there, ad elements such as product images, listed prices, and CTA buttons can be changed dynamically based on a user’s behavior and preferences.
At all points, the advertiser has complete control over the visual assets of inventory being displayed. These products can be updated at any time based on inventory levels, specials or shifts in strategy.
Manual vs. live product feeds
Advertisers can provide either manual or live access to their product feed to their DSP partners. Live access entails direct, real-time access to an app’s product feed. If live integration is not possible, then manual access can be provided. This entails sending a static list of inventory items to partners via a CSV file on a regular basis.
While both options work, live product feed integration lets a DSP dynamically optimize creatives based on real-time data about a brand’s inventory offerings. This, in turn, optimizes ads featuring the most up-to-date product offerings to users in real time.
The value of dynamic creative optimization for your brand
In contrast to popular belief, DCO and product feeds can create value for brands in all categories — not just those in the ecommerce vertical. Below, discover ideas for effectively leveraging product feeds to engage customers for brands in different categories.
Travel brands
Travel brands can use product feeds to retarget users with ads featuring destinations, activities and booking details they’re interested in. As mentioned above, with live or manual product feeds, travel marketers can optimize content fields. This includes the image, price, copy and call-to-action of an ad.
For example, if a user had been searching a travel booking app for flights to Paris and then opened an ecommerce app to search for a different item; they might see a banner ad with an image of the Eiffel Tower and a flight price that’s been marked down. Ad copy could also be optimized to fit the user’s browsing preferences. For example, if they were looking only for non-stop flights, the copy might read: “Find non-stop flight deals on the X app”. Once tapped, the ad would bypass the app store and take the user directly to the listed flight to convert with a deep link.
Entertainment and lifestyle brands
For an entertainment or lifestyle app, product feeds can be used to serve ads that feature media recommendation based on their preferences. For example, if a user loves horror movies, an entertainment app might retarget them with ads showing recently released scary films.
Rich media ads like MRAID sliders and slide bars can also be used to serve engaging and unique content. Using the example above, a slider bar might show a “Scream-o-meter” with a CTA that says “Watch Now”. When tapped, this ad might deep link a viewer to a selection of horror films to encourage them to keep engaging.
For a lifestyle app that provides books or podcasts to users, a dynamic ad might show a carousel of new books or recommended podcasts based on a user’s preferences.
Game apps
Mobile game developers can use product feeds to show different mobile game levels, themes or apps within their portfolio. For example, to entice players back to a level they left off from, a mobile game might show a video cycling through different power-ups and include ad copy that says “Your free power-up is waiting for you”. If game developers with multiple apps in their portfolio, ads could be served within other game apps that shift dynamically to show a user a game that resonates with their interests. One example — if a user plays solitaire often, the ad might show images of similar hyper casual games.
Takeaways
Personalization plays a crucial role in high-performing mobile retargeting campaigns. Personalized experiences drive better user experiences and higher conversion rates. Dynamic Creative Optimization (DCO) with apps' product feeds can provide significant value to app retargeting campaigns. App across various verticals can benefit from this value — not just for brands in the e-commerce vertical.
- DCO utilizes product feeds to match the right message to the right user based on their intent. This fuels more effective and personalized ad experiences.
- By leveraging DCO with product feeds, brands can dynamically optimize and serve creatives according to consumer interests. This results in improved user retention and ROI.
- Apps can set up DCO by providing access to manual or live integration with their product feed.
- Travel brands can utilize product feeds to retarget users with ads featuring dynamically-generated content. This content can be tailored to their destination preferences and booking details.
- Entertainment and lifestyle brands can leverage product feeds to serve ads that showcase media recommendations based on users' streaming preferences.
- Game app developers can use product feeds to showcase different game levels, themes, or other apps within their portfolio.
Leverage the power of dynamic creative optimization and product feeds by getting in touch with our team!
