Let's talk about creative ⬇️
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"A display of love"

This homepage DSP ad stopped my scroll.
But did I stop and purchase an Apple Watch at this EXACT moment?

No.
And I wasn't meant to.

This specific combination of creative and targeting is disruptive.
I went to Amazon to buy cat treats, not necessarily make a $300 purchase.

The goal of this creative, and targeting, is NOT to drive an immediate purchase.
It is to drive awareness and education.

A subtle nudge to remind me that Valentines day is around the corner, and an Apple watch can be the perfect gift.

When deciding on the best creative, it is incredibly important to align your expectations.

If my main objective was to drive immediate sales, I probably would have focused on a component-based creative, and I would have narrowed my targeting down to customers that have been shopping for Apple watches but have NOT yet purchased.

I reached out to the BTR Media DSP wizard, Austin H., for some additional insights.

Here is what he had to say ⬇️

🔶 Component-based creatives are key when focusing on performance across DSP ad placements. Consumers on site are more trusting in the native style format and are more likely to click through and purchase- ie product, with a product picture, with branding, etc.

For our sales driving initiatives we lean into these creatives.
- Targeting warm customers that are in our aisle and actively shopping.
- Targeting customers who have viewed but NOT purchased from our competitors.
- Targeting customers who have viewed but NOT purchased our products.
- Targeting customers who purchased our products and it is time for them buy again (SNS / Brand loyalty / Cross-sell opportunities)

🔶 Custom images on the other hand, give you the chance to educate your intended audience on the specific benefits of your product and how the product can be used. Again, think about your targeting. Are you serving your target customer an ad during a more disruptive time? Do you need to warm them up to your product before they are ready to purchase? If so, you should incorporate these elements into your targeting.

This is also your chance to lean into season-specific assets to hit on the emotional side of a consumer's behavior. Create that purchase intent around seasonal holidays to help drive performance. For example, showcasing your product as a gift under the tree leading into the December holiday season, adding hearts and pink/red colors to the background of an asset as we approach Valentine's Day.