Facebook has launched dynamic ads as an advertising solution for streaming platforms in order to highlight their content libraries by displaying relevant titles to the right audiences. In the past, advertisers had to advertise each title on a series or movie separately, while dynamic ads now allow you to automate the entire process and allow you to create an always-on campaign, where you can change titles on an ongoing basis that you tailor to the target audience you want to reach.
The ads will effectively be able to show titles based on the interest of the target group. Via dynamic ads, advertisers can use AI to scale the ads for the wide range and the streaming service gets an opportunity to automatically display relevant and personalized titles. Then we want the user to click on the call-to-action to start a trial period, for example.
Depending on what stage you are in the customer journey the dynamic ads have two options:
Brand Awareness
For those who don’t know your brand, or who have not yet made a purchase from your company or are interested in the products or services you offer.
Conversion
Use retargeting ads to those, who have shown an interest in specific products/services on your website or in the app and you want to encourage them to complete a transition.
Most people will try new streaming services because they want to see the different content available on each, not because they have a specific title in mind, according to a recent Kantar study, “64% of people who try a streaming service said they do so because “they knew of several things they wanted to watch.”
The goal with the new advertising solution is that streaming platforms will increase the number of registrations of new users by displaying relevant content to the right target group.
Dynamic ads on Facebook are available for all streaming platforms worldwide.
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