As we reflect back on the market trends of 2016’s past, it has become increasingly clear that the demand for personalization and dynamic creative won’t be sizzling out anytime soon.

According to recent findings taken from Theorem DigitalPerspectives—our quarterly report that gathers industry insights, trends and observations from digital agency leaders across the United States—personalization and dynamic creative are becoming highly desirable components of video advertisements. Already, we’ve found that 29% of digital display campaigns will be using dynamic creative by 2017, a jump from the 21% of digital display campaigns integrating dynamic creative in 2016.

However, despite the growing opportunities ad personalization presents, the market is still a long way from delivering on its demand. While the ability to use data to target consumers has become common practice, technology still needs to mature to enable a deeper level of personalization that drives better ad engagement and performance.

personalization-graph

Source: Theorem DigitalPerspectives

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Posted by Dominic Finney

Dominic Finney has over 18 years’ digital experience, gained from a range of technology and agency roles. Dom began his career in product marketing at Netscape at a challenging time when the company was battling MSN for a share of the internet browser market. He has held management roles at Stardom MediaVest, Aegis and Quantum Media, and co-founder of Far Partners, which was acquired by Theorem. He is currently the Vice President of Digital Strategy at Theorem. Get in touch with Dom.

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