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.
Source: Theorem DigitalPerspectives