Time: Align with daily routines. Morning ads could acknowledge the workday start, while evening ads could focus on commuters. Weekend ads can adopt a more relaxed tone.
Location: Mention nearby landmarks, local events, or direct listeners to the nearest store. Understand local culture for a more personal connection.
Weather: Promote relevant products based on conditions (e.g., rainwear during wet weather). Adapt the tone to match the weather (e.g., energetic in sunny weather).
Platform and Device: Offer relevant calls to action (e.g., different instructions for desktop versus mobile users).
Sequential Storytelling: Build a narrative across multiple ad exposures. Early ads might build awareness; later ones could provide details or calls to action.
Audience Segmentation: Adapt to different segments while maintaining consistency (e.g., adjust tone for different age groups).
Real-Time Integration (use sparingly): Integrate with real-time data like ticket availability or event countdowns to create urgency.
Remember, the human element is crucial. Dynamic elements should enhance your core message, not overshadow it. Use personalisation thoughtfully for natural, relevant, and impactful messages.
