Programmatic ads have allowed us to target customers in ways never before possible. Features like dynamic creative optimization (DCO), automated buying, reduced middle-man fees, and personalization and contextualization allow advertisers to create granular, relevant ads on a local scale. That’s why 82% of digital ads in 2019 were programmatic. Today, digital ads are shifting further, with trends moving away from banner ads and towards video through mediums like over-the-top (OTT), TrueView, Facebook Video, Snapchat, etc. In just a few short years, video has moved to take up nearly half of programmatic ad budgets. Yet, video has consistently failed to meet the needs of multi-branch and franchised businesses. Regular programmatic offers nearly limitless selection criteria for customizing ads on a local level, but it would be prohibitively expensive to reframe video ads locally for hundreds of local franchises. By applying multi-advertising technology, Adcombi bridges the gap between national organizations and their local dealers. We use dynamic video to create seamless, locally relevant video ads from national campaigns.

The result? National companies can localize campaigns based on viewer location, driving traffic directly to local franchises. And, local franchises can spend local store budgets as part of the same campaign, rather than building their own. Everyone wins.

How It Works Dynamic programmatic ads have been a thing for some time. Even under GDPR, you have access to the buyer’s geographic area through mobile ID or IP as soon as you win the bid. This data is used to auto-select location-relevant ads campaigns, pulling from national or local budgets depending on the campaign. Consumers viewing ads now see local offers in ads and are redirected to the nearest store or dealer – all inside the same content as the national campaign. Dynamic video takes this same concept and applies it to video. Our design team works with you to build a dynamic video ad, consisting of a larger local ad with dynamic clips. These clips are assigned to campaigns so programmatic automatically selects them when a customer from a relevant area views an ad. This same process works for factors like location, viewer language, viewer device, and real-time factors like weather.

The corporation stills gets a single, cohesive national ad campaign. In the digital environment, that ad updates in real time based on viewer data to show location and context-relevant information. In the real world, that might look like the following examples from the automotive industry and quick-service restaurants.

The national ad for an auto-manufacturer shows city cars in an urban environment in between branded messaging. When the ad is loaded, it’s in a rural area, the program automatically replaces city cars with larger, more rural-appropriate clips and prompts the viewer to visit their local dealer, with address and phone number included. The national ad for a fast-food chain shows people eating burgers and ice cream and prompts viewers to visit. When the digital version loads, it’s raining, and the ad highlights coffee instead, again prompting viewers to their local chain, with address included.

Delivering National Campaigns at a Local Level with Opel DTC Media and Opel was one of our first dynamic video customers. Like many franchised businesses, Opel faces numerous advertising issues. Local dealers have their own budgets and are unable to afford the large ad-spend Opel does on national campaigns. Opel delivers national and international video campaigns. It wouldn’t be feasible for them to re-create ads for franchises.

With dynamic video ads, Opel does just that. Our multi-video ads update dynamically based on viewer location to show context and location-relevant cars, to pull out ads for local dealerships, and to direct clicks to local landing pages. This all works to improve local awareness and sales, meeting the original goal of Opel’s national campaign.

Dynamic video advertising delivers the granularity of traditional programmatic, but with video. Adcombi is proud to be one of the brands pioneering this technology, and we’re excited to see where it will take us.