Advertising Insights: Dynamic Content, Tweet Copy for Mobile Apps, UK Media Habits

You sometime only have a split second to capture the attention of your audience, so it is critical to strategize what image or video to use, what message you presenting, and on which device you will share your ad. This week insights will help you with all of those elements as we share the benefits of using dynamic creative, show you examples of effective Tweet copy, and the share of time spent on each major media for UK adults.

Approximately two-thirds of US ad agency executives using data to create dynamic content, are you one of them? The most common type of data used for dynamic creative is demographic data. This chart from eMarketer shows the top reason that advertisers use dynamic creative in advertising campaigns is to increase engagements, closely followed by increased click through rates (CTR). Use dynamic placements and creative to advertise the right message, at the right time, and in the optimal place.

Aside from using data driver dynamic content, you should know the best practices for ad copy for each channel. In a recent blog post, Twitter shares best practices for promoted tweets for advertiser mobile apps after analyzing the performance of 3,200 mobile app promotion campaigns from US-based advertisers. You probably already knew that if you create a sense of urgency and sound personal it improves performance, but did you know that if you can lower costs by including discount percentages in Tweets and that using excessive capitalization of words decreases conversion rates?

Advertisers that highlight specific discounts as a percent in promoted Tweet copy or creative saw 67% lower cost-per-installs (CPIs) and a 40% higher app click rate to the App Store or Play Store. Additionally, promoted Tweets having one or more words in caps had a 58% higher CPI and a 36% lower conversion rate.

By 2016, consumers in the UK will spend more time on digital media than TV, Radio, and Print combined. This year, time spent on mobile activities has surpassed time spent on desktop or laptop computers for the first time, and by 2017, time spent on mobile will surpass time spent watching TV! These trends show that you should shift your focus to digital generally and mobile specifically for customer in the UK to ensure you are reaching them where they spend their time.

To see an in-depth example of how the team at SGN optimizes their creative strategy, download this case study!

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