Dynamic Contextual Ads

Did you know? ExoClick now allows Advertisers to set up ad campaigns with Dynamic Contextual Ads: Serving the Right Creative at the Right Time.  This is a game changer for campaigns, but also a key way for Publishers to attract more Advertisers looking to reach end users contextually in real-time. Read on to discover more!

The Problem: Multi Campaign Set Up for Contextual Targeting

As an Advertiser, what if you want to contextually target your offer next to, or within relevant content on a Publishers website? This would mean you would have to create several different campaigns. Each campaign will need a static, specific ad creative, CTA and landing page in order to contextually target a potential customer. Requiring multiple campaign set up, matched with multiple manual optimization, which is super time consuming.

The Solution: Dynamic Contextual Ads, Go from Static to Dynamic!

What if an Advertiser could create only 1 campaign that could still contextually target all those specific categories and keywords and show a contextually relevant ad, CTR and landing page variation, dynamically? It is now possible with ExoClick’s Dynamic Contextual Ads!

Dynamic Contextual Ad Campaign Set Up

To create Dynamic Contextual Ads, an Advertiser sets up one campaign but adds several different ad creatives, CTAs and landing pages. Each of these marketing materials then can be tagged with specific categories and keywords.

Dynamic Ad Campaign Response

Now when an Advertiser bids for and wins an ad zone, the ad zone sends a real-time signal to the campaign with the relevant category and keyword tagging. The system will send a Signal to identify which of the campaign’s marketing materials are tagged with matching keywords and categories Then the corresponding contextual ad creative, CTR and landing page is then automatically displayed to the end user in real-time.

In a Nutshell:

• ExoClick detects the contextual Signals (Category, Keyword Tags, etc.)
• Macros then pass the Signals dynamically.
• The Advertiser campaign endpoint reads the parameters.
• The display of the Ad creative, CTA and landing page adapt in real-time.
• The end user sees a completely relevant ad, CTA and landing page, increasing the chances of conversion.

Case Study: Dynamic Contextual Ad Campaign for a VoD Offer

Here the Advertiser targeted a specific website with In-stream Video ads. Campaign #1 used broad targeting and 1 ad creative. Campaign #2 used two different ad creatives and landing pages that were Dynamically Tagged, one with a specific Studio name, and the other with a specific Actress name. Here are the results of the performance of both campaigns:

As you can see the Dynamic Contextual Ad campaign generated significantly more clicks and higher CTRs due to each video ad’s contextual relevance to the end user. Conversions were also high, and even though the specific Actress name conversions were lower than the Studio name conversions, the eCPA was lower, increasing ROAS.

Tip! Think about the vertical of your offer and how you can create contextually relevant marketing materials linked to Categories and Keywords for that one master campaign.

What ad formats work with Dynamic Contextual Ads?

The following marketing materials can be used for Dynamic Contextual Ad campaigns:

• In-Stream (Video) – VAST Delivery
• Banner / Native / FPI/ Popunders – iFrame Delivery
• Landing Pages

Dynamic Contextual Ads: Benefits to Advertisers

• Save time: Less campaigns to set up, control and optimize.
• Scalability: Easier to scale up one master campaign than lots of different or duplicate campaigns.
• Quick optimization: One campaign can be optimized with contextual clusters of Keywords, Categories and marketing materials.
• Easy A/B testing: Quickly test and change creatives targeting specific Categories and Keywords, rather than creating many new fresh variations on rotation.
• Automate bidding: Use with SmartBid to automate and boost campaign wins.
• Easier budget control: No campaign budget fragmentation.
• Increased CTRs & VTRs: Which leads to improved conversion rates providing a stronger ROI.

Read the documentation here.

Dynamic Contextual Ads: Benefits to Publishers

When Publishers carry out accurate Keyword tagging on their webpages and specific pieces of content, the benefits of Dynamic Contextual Ads are several:

• Real-time signal passing: ExoClick’s system will select an Advertisers ad creative that matches the content the end user is viewing. This provides a great end user ad experience. The ad will be highly contextual and likely to be very interesting to that end user.
• Higher advertiser demand: Specific ad zones with quality Keyword targeting help Advertisers find the right moment and ad creative to serve to the end user. This increases CTRs, the value and relevance of the website and its ad zones to Advertiser targeting.
• Increased competition per impression: Because of the ability to serve a highly relevant contextual ad to the end user, this increases Advertiser competition for bidding for specific ad zones.
• Stronger eCPM growth: Using contextual Keyword tagging increases demand and attracts performance buyers, pushing up bid prices.

Read the documentation here.

Conclusion

ExoClick is continually looking at ways to help Advertisers convert their offers while keeping within their target CPA to turn out highly profitable campaigns. In addition, we want to help our Publishers increase the value and relevance of their ad zones by helping them attract the right advertiser and increasing the value of their website traffic overall. With Dynamic Contextual Ads, ExoClick is leading the way in helping both Advertisers & Publishers to serve the right message, at the right time, across the right format in the right ad zone.

Contact your account manager or a Customer Success manager here if you have any questions.

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