Using data to dynamically change and personalise creative might sound great in theory, but how does it actually sound in practice?
As with anything creative there are no specific rules to follow - the possibilities are only limited by our imagination - however as a starting point here are a few examples of how the most popular data points have been applied.
Date & Time
Conscious use of time of day & day of week
"...an advert that knows it's the morning, in fact it's Thursday morning"
Weekday time bands to fit meal/snack times
"...Deliveroo on the Thursday morning? But just imagine..."
Time-band specific products
Breakfast Brew - "Kick start your day" Breaktime Brew - "Give you a boost" Bedtime Brew - "Help you Wind down"
Dynamic count up of daily stats
“One man dies every 45 minutes of prostate cancer in the UK. That’s 32 men a day 64/96/128/416/1760 since this campaign started running.”
Device & OS
Device Specific App Store
“…So download the free Sky Sports Fantasy Football app from the Apple Store / Google Play Store now”
Product specific to device
“…she's no longer listening to feel good hits online but on the latest bluetooth headphones in bright yellow each to their own!”
Location & Weather
Weather related retail products
“Looks like garden weather, don't you think / Urrgggh raining where you are too? / Snow, at this time of year /Sun's out... shouldn't you be too?…”
Weather - Temperature
“…On a wintery morning/afternoon, here in Leicester/Bristol…it’s only 3/2/1/0 degrees….”
City location reference
“Use the Ten Thousand steps a day challenge to explore London/Birmingham/Leeds, get fit and help beat cancer sooner…”
Rotation of destinations and prices
“You can get flights to Las Vegas plus 7 nights in a hotel from only £499…….”
Rotation of different products
“Find everything you need on ebay From colourful scatter cushions………to some new paint brushes”
Different reasons to sign up
“How does NCS make me feel? When I see how many photos I’m tagged in with the lads from NCS it’s like...”
Listeners First Name Data
“…Hey Steve / Hey Claire / Hey Lee / Hey Amy / Hey Ian…………..We know you love Three.”
User Segmentation for Show Promotion
“Take your excitement to the sofa – with the financial drama, Billions on NOW TV…..”
Gender split products
“So hurry, spotlight offers like up to 50% Profusion palettes won’t last forever / Like 50% off Levi’s 511 Biology Wash Jeans”
API + Data
Customer vs Non-Customer Lines
“…Get a twenty pound free bet when you stake five pounds as a new customer with SkyBet”
Device specific App store CTA
“Mix - Over 70,000 walkers / 80,000 walkers / 90,000 walkers are taking part with their families, friends and dogs ”
“Come’on people! Let's get your bike search into top gear, Bike like nobody else...”