Dynamic Creative Ads Awards: 9 Reasons Why They Don’t Work & What You Can Do About It

Dynamic creative ads are very much in vogueThese ads use behavioral targeting to deliver advertisements based on user history.

Dynamic Creative Ads are one of the newest forms of ad platforms for advertising automationThe ads utilize machine learning to generate creativity in real-time, tailoring messagesvisuals for specific audiencescampaigns.

The automated advertising platform uses machine learning to understand which combinations of assets work best for each individualthen delivers those assets in real-time.

However, they have largely failed to live up to their potential thus farBut before we throw the baby out with the bathwater, let’s take a look at nine reasons why dynamic creative ads don’t worksee if we can fix them.

The Advertisement Doesn’t Fit The Brand Voice.

For starters, be sure to understand your brand voiceIt’s an important part of who you are as a businesshow everyone in your industry interacts with youIf this voice isn’t on full display in your marketing efforts, it’s easy to dismiss it as a distraction or something secondary to be “fixed” later down the lineTo maintain a strong brand identity without cutting yourself off from future opportunities, spend time getting acquainted with every aspect of what makes you unique—the good momentsthe not-so-good moments (i.e., any negative feedback).

The Ad Is Not Branded.

A dynamic ad should be consistent with the brandits styleAds that contain a logo always perform better than those that do not, so make sure you include your brand’s logo in your adsits nameYou should also include the company’s slogan whenever possible.

The Advertisement Is Irrelevant.

The most important thing an ad can do is engage its audienceIf your ad is engaging, people will pay attention when they see it—and if you’re targeting the right audience, that’s a lot of people who could potentially become customersThink about what your company offerswho would be most interested in purchasing those products or servicesThen target ads so that this group of people sees them as often as possible—and make sure your ads are designed with this group in mind!

There’s No Call To Action.

The next mistake is a very common oneYou’re not calling out to your audiencetelling them what to doA call to action could be as simple as ‘Buy Now’ or ‘Subscribe’ or ‘Get Quote.’

This can make all the difference in whether or not someone takes actionIf you don’t tell someone what you want them to do, they will probably ignore your ad even if they like it.

The Ad Has Too Many Distractions.

The best way to do this is to keep the ad simplecleanYou shouldn’t have too many images, videos, or animations happening simultaneouslyInstead of trying to cram everything into one ad, create multiple ads that each focus on a single product or service.

The Ad is Generic.

Generic ad: “Buy our productIt’s cheapsaves you time.”

Non-generic ad: “Did you know that 8 billion plastic bottles are dumped into landfills each day? Help the environment by investing in reusable water bottlesOur product is made of environmentally friendly materialshas a lifetime warranty.”

The first ad is generic because it’s an example of a standard advertising pitch—there’s nothing special about it, so there’s no reason for the customer to careThe second ad is non-generic, as it contains interesting information (did you know 8 billion plastic bottles are dumped each day?)It also makes an emotional appeal, prompting the customer to be more environmentally conscious while also emphasizing the value of their product (lifetime warranty).

The Ad Lacks An Emotional Hook.

Why do emotional ads work? Emotional ads are more memorable, engaging,effective at influencing consumer behaviorBy arousing emotions such as joy or excitement in viewers, advertisers can increase viewers’ likelihood of remembering the adIn addition, emotional advertising is more likely to create a relationship between the brandits target audience because it can help viewers identify with the product being advertised.

The Ads Are Boring.

This ad describes why your product or service is better than the competitionIt’s about younot about your customer.

It’s not long enough to clarify what makes you a better option than anyone else out there.

You need to catch a customer’s attention in the first 5 seconds of your video, or they will stop watching.

There Are No Incentives Or Offers To Take Action.

Here are five ways to offer incentives or offers in your ads:

• Run an ad with a discount code for the product you’re selling.
• Run a limited-time offer (e.g., for the next 24 hours, get 20% off).
• Create an ad that includes a gift certificate or gift card for your product.

Final Words

Before we go, a note on that elusive sweet spotTo get close to it, you need to think outside the boxuse your creativityIf you do that well enough, your ads will always be relevant.