Dynamic Creative Ads Awards: 9 Reasons Why They Don’t Work & What You Can Do About It

Dynamic creative ads are very much in vogue. These ads use behavioral targeting to deliver advertisements based on user history.

Dynamic Creative Ads are one of the newest forms of ad platforms for advertising automation. The ads utilize machine learning to generate creativity in real-time, tailoring messages and visuals for specific audiences and campaigns.

The automated advertising platform uses machine learning to understand which combinations of assets work best for each individual and then delivers those assets in real-time.

However, they have largely failed to live up to their potential thus far. But before we throw the baby out with the bathwater, let’s take a look at nine reasons why dynamic creative ads don’t work and see if we can fix them.

The Advertisement Doesn’t Fit The Brand Voice.

For starters, be sure to understand your brand voice. It’s an important part of who you are as a business and how everyone in your industry interacts with you. If this voice isn’t on full display in your marketing efforts, it’s easy to dismiss it as a distraction or something secondary to be “fixed” later down the line. To maintain a strong brand identity without cutting yourself off from future opportunities, spend time getting acquainted with every aspect of what makes you unique—the good moments and the not-so-good moments (i.e., any negative feedback).

The Ad Is Not Branded.

A dynamic ad should be consistent with the brand and its style. Ads that contain a logo always perform better than those that do not, so make sure you include your brand’s logo in your ads and its name. You should also include the company’s slogan whenever possible.

The Advertisement Is Irrelevant.

The most important thing an ad can do is engage its audience. If your ad is engaging, people will pay attention when they see it—and if you’re targeting the right audience, that’s a lot of people who could potentially become customers. Think about what your company offers and who would be most interested in purchasing those products or services. Then target ads so that this group of people sees them as often as possible—and make sure your ads are designed with this group in mind!

There’s No Call To Action.

The next mistake is a very common one. You’re not calling out to your audience and telling them what to do. A call to action could be as simple as ‘Buy Now’ or ‘Subscribe’ or ‘Get Quote.’

This can make all the difference in whether or not someone takes action. If you don’t tell someone what you want them to do, they will probably ignore your ad even if they like it.

The Ad Has Too Many Distractions.

The best way to do this is to keep the ad simple and clean. You shouldn’t have too many images, videos, or animations happening simultaneously. Instead of trying to cram everything into one ad, create multiple ads that each focus on a single product or service.

The Ad is Generic.

Generic ad: “Buy our product. It’s cheap and saves you time.”

Non-generic ad: “Did you know that 8 billion plastic bottles are dumped into landfills each day? Help the environment by investing in reusable water bottles. Our product is made of environmentally friendly materials and has a lifetime warranty.”

The first ad is generic because it’s an example of a standard advertising pitch—there’s nothing special about it, so there’s no reason for the customer to care. The second ad is non-generic, as it contains interesting information (did you know 8 billion plastic bottles are dumped each day?). It also makes an emotional appeal, prompting the customer to be more environmentally conscious while also emphasizing the value of their product (lifetime warranty).

The Ad Lacks An Emotional Hook.

Why do emotional ads work? Emotional ads are more memorable, engaging, and effective at influencing consumer behavior. By arousing emotions such as joy or excitement in viewers, advertisers can increase viewers’ likelihood of remembering the ad. In addition, emotional advertising is more likely to create a relationship between the brand and its target audience because it can help viewers identify with the product being advertised.

The Ads Are Boring.

This ad describes why your product or service is better than the competition. It’s about you and not about your customer.

It’s not long enough to clarify what makes you a better option than anyone else out there.

You need to catch a customer’s attention in the first 5 seconds of your video, or they will stop watching.

There Are No Incentives Or Offers To Take Action.

Here are five ways to offer incentives or offers in your ads:

• Run an ad with a discount code for the product you’re selling.
• Run a limited-time offer (e.g., for the next 24 hours, get 20% off).
• Create an ad that includes a gift certificate or gift card for your product.

Final Words

Before we go, a note on that elusive sweet spot. To get close to it, you need to think outside the box and use your creativity. If you do that well enough, your ads will always be relevant.