Performance Marketing: Always On Dynamic Creative
Launching the new XC90, Volvo Cars set out to revamp their prevailing ”always-on” approach to programmatic advertising. Implementing a unique design and proof testing from Grey Gothenburg, Volvo successfully remodelled its set of dynamic creative, doubling its conversion rate and increasing Click Through Rate by 41%. The ability to test online offline messaging and design, led to an approximate 3% reduction on total media spend.
Disrupting the automotive industry is part of the daily routine at Volvo Cars. Even though doing so, includes a fair amount of risk. Getting around the uncertainties and pitfalls, however, is simply a matter of methodology.
1. Test alternative storylines, advertising features and imagery on a small scale.
2. Use large data sets and AI to find out what works and what doesn’t.
3. Operate a scalable digital platform that enables you to deploy best practice instantly, all around the world.
Looking at empirical evidence to determine what imagery and messaging works for whom cuts a large portion of the media budget. The effectiveness comes down to Dynamic Creative Optimisation, enabling the possibility to adjust ads, in real time. This means that you don’t blast consumers with info, but instead use precision and data to deliver the right message at the right time, to the right audience.
For more of our thoughts on data driven marketing, feel free to download this thought piece on the data driven marketing world and how to grow your brand.