Gone are the days of 'spray and pray' in online advertising and clients holding thumbs that their scattered online banners are finding the eyeballs of the right audience.
SPARK Media launched a ground-breaking new technology in online display advertising, Dynamic Ads – data-driven, innovative banners that allow for targeted ad customisation, adapting the ad for the viewer according to their location and weather conditions, thereby increasing its relevance.
According to the British Retail Consortium, weather has the biggest influence on consumer behaviour, after the economy. It affects consumers’ emotional state, drives their purchase decisions based on the context they find themselves in, and even dictates how much they are willing to spend. There are huge opportunities for brands to tap into this insight using Dynamic Ads, targeting consumers with relevant messaging based on weather conditions, amongst other dynamic variables.
Marc du Plessis, Joint CEO of SPARK Media said, ’We’re excited to have Builders on-board as our first partner in piloting our Dynamic Ads. Using the weather condition variable, we’ve been able to target consumers with messaging around their JoJo tank product offering, which is adapted based on whether it’s raining or not. We are currently testing these, and other creatives, in market to determine the various ways that marketers can best use these ads to drive conversion. We have been excited with the results so far.’