Dynamic advertising creates personalised, context-aware audio by utilising various data points. While you can use many, focusing on three that best serve your campaign objectives is generally recommended.
Key Data Points and Their Uses #
Time: Adapt your ad based on the time it’s heard (time of day, day of the week, specific dates). Reference daily routines like the morning commute or weekend activities to connect with listeners.
Location: Make your ad locally relevant by referencing specific cities or regions. Direct listeners to nearby stores, or mention local landmarks and routes.
Weather: Respond to current conditions (rain, sunshine, temperature, pollen). Adjust product recommendations or modify the ad’s tone to match the weather.
Device: Tailor your call to action based on the listener’s device (smartphone, laptop, smart speaker). For example, direct iPhone users to the App Store.
Content Sequencing: #
Rotation: Distribute different messages evenly (e.g., various product features).
Sequence: Tell a progressive story where each ad builds on the previous one.
Platform-Specific Data (where available) #
Audience targeting for demographic-specific messaging.
Music genre or podcast category for context-aware content.
Regional voice talent based on listener location.
Applying Dynamic Elements Beyond Voice-Over
Dynamic elements can be applied to #
Music selection (e.g., upbeat for mornings, relaxing for evenings).
Sound effects (e.g., rain sounds during a rainy-day promotion).
Regional voice talent to match listener location.
The Power of Dynamic Creative #
Dynamic technology empowers brands to adapt their message naturally to different contexts.
A retailer can direct listeners to their nearest store and adjust the ad’s tone for different times of day.
A car dealership can reference local roads and adjust messaging for commute times versus weekends.
A restaurant can make timely menu suggestions based on the weather.
These elements make the message more relevant and engaging. When done well, the technology is invisible, creating a personal feel while maintaining high creative standards.
Further Examples of Data Point Applications #
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.