Real-time personalization in digital advertising is growing, because the market demands it.
Forbes reports that 94% of senior marketing executives believe delivering personalization is important to reaching customers. For travel marketers, Dynamic Creative is an effective, efficient way to deliver more personalized messaging to in-market travelers and nurture them from search to booking.
Here, we look at the top five benefits of running Dynamic Creative campaigns.
Creates urgency and promotes immediate action
Providing this real-time information creates Fear Of Missing Out, or FOMO. Moreover, reflecting a user’s preferences shows a high level of understanding about what your customer wants. This starts to build an excellent customer experience before the booking even occurs.
Responds to changing preferences
As travelers search and compare online, Dynamic Creative adapts to how their preferences change as they move along the funnel. For example, a user may search for a particular week at the outset, then change timings as their search continues. Dynamic Creative responds to suit the new dates of travel with updated pricing and availability.
Travelers are more responsive
The travel audience is uniquely receptive to personalized messaging like Dynamic Creative. A 2016 Jivox Benchmark Report shows that compared to rich media, personalized travel ads perform better—including a 4.75X higher Click Through Rate (CTR). Sojern ran a Dynamic Creative campaign with Coast Hotels alongside static ads, and the Dynamic Creative ads returned a Return on Ad Spend (ROAS) of 12:1—69% higher than the static ads.
Saves time and resources for your team, for your customers
Best of all, Dynamic Creative is efficient—forget spending time and manpower creating multiple creatives. Instead, a live data feed with properties or origin/destination combinations, pricing, and availability, creates and serves any combination of unique creative based on user preferences. Moreover, 47% of travelers say personalized ads save them time and effort, proving that tailored messaging is key in influencing the path to purchase.
Available on social
Dynamic Creative is a major feature, obviously, of Facebook’s Dynamic Ads for Travel (DAT). DAT is Facebook’s Dynamic retargeting functionality. It caters to the needs of travel marketers, with real-time pricing and availability based on targeting parameters bespoke to travel. In fact, our campaign with Fairmont shows just how effective this format on the social media giant can be. Sojern drove more than 13,000 direct bookings for Fairmont in a single campaign. If you haven’t read it, make sure to check it out.
Ready to kick your prospecting and retargeting efforts into high gear with Dynamic Creative? Get in touch with one of our travel specialists now.