Dynamic programmatic display advertising was introduced by us in May 2022 for Visit Isle of Man, which is the tourism department of the Isle of Man government. This innovative and engaging display format provides the media buyer with the ability to swiftly modify elements of the creative in real time, allowing them to adapt to the most effective strategies.
What is Dynamic Programmatic Display Advertising:
Dynamic programmatic display is a type of digital advertising that uses real-time bidding (RTB) technology to automate the buying, placement, and optimisation of digital ads. It involves the use of algorithms and machine learning to target specific audiences and deliver personalised, relevant ads to individual users in real time.
For example, if a particular headline or image is not getting a high click-through rate, we can easily switch it out, rather than having to go into full production again on the banner.
How we utilised dynamic programmatic display advertising for Visit Isle of Man:
As part of the Visit Isle of Man campaign, we conducted a test to determine the most effective headlines and descriptions for our diverse audience. Considering the varying needs of families and cultural travellers, we tailored our messaging accordingly.
In the past, when we ran programmatic advertising, we only had one ad creative. However, with the introduction of dynamic creative, we were able to deliver a minimum of 3-4 different programmatic creatives for the Visit Isle of Man team.
The Results
For the last 8 months we have been able to achieve 13 million impressions, well and truly raising awareness for the Isle of Man as the next hot tourist destination. As well as delivering an incredible number of impressions we have been able to achieve a very cost-effective CPM (cost per thousand) of £0.78 – i.e. only £0.78 per 1000 banners shown to the target audience.
In running this advertising, we have been able to get the Isle of Man banners shown on both national and local websites such as ice-lolly (a top holiday brand within the UK) and also travelandleisure.com. Some local sites that we were featured on include Liverpool Echo and Manchester Evening News.
We were also able to reduce the cost of ad creative as once you have the creative elements templates it is incredibly easy for us to edit the creative concepts.
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