Dynamic Creative and Digital Storytelling

Mastery of Data Management Allows Campaigns to Get More Sophisticated

About This Report
Programmatic advertising has allowed digital marketers to use data for identification, segmenting, targeting and analytics. Creative has lagged, but dynamic creative optimization can bring data-driven personalization to messaging across formats.

Programmatic technology has offered advertisers unparalleled ability to integrate data into their media buying, unlocking new possibilities in audience identification, segmentation and targeting. It also allows for those targeted segments to receive dynamically chosen creative for more effective personalization.

  • How common is the use of dynamic creative in digital campaigns? It depends on what’s considered “true” dynamic creative. Retargeting, which could be considered one of the earliest types of dynamic creative, has wide currency among digital advertisers, especially retailers. Multivariate testing is also common. But some practitioners may have newer, more sophisticated types of dynamic creative optimization in mind when they use the term.
  • How are advertisers executing campaigns with dynamic creative? Advertisers and agencies typically work with ad tech partners to generate and serve dynamically optimized creative, as part of their programmatic stack. Two in five marketers surveyed in May 2018 by Econsultancy and MediaMath said they were using artificial intelligence (AI) to power their dynamic creative. This was closely in line with the share using AI for two other key steps in the process: audience targeting and segmentation.
  • How are marketers using dynamic creative optimization to reach and engage consumers? Multivariate testing can now be done across hundreds of creative variants thanks to AI, helping marketers find the right color, font, call to action and background image to reach a particular consumer. Retargeted ads can display not just the same product a consumer shopped for the day before, but also the angle that might be most appealing to that shopper.
  • What challenges are still associated with dynamic creative optimization? Theoretically, just about any marketer should have most of the pieces required to build dynamic creative ads, because just about any marketer is likely to be using those pieces to create ads on Facebook. But in many cases, organizational silos have meant that the teams working on programmatic display ads don’t have access to the same materials.

WHAT’S IN THIS REPORT? This report explores current trends in dynamic creative, including multivariate testing and optimization, retargeting and other forms of personalization, including sequencing.

KEY STAT: More than two in five advertisers surveyed by Econsultancy and MediaMath worldwide in May 2018 said they were already using AI to power dynamic creative.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

12expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Dynamic Creative Optimization in 2018
  2. Technical and Organizational Challenges Remain
  3. What’s Coming
  1. Key Takeaways
  2. eMarketer Interviews
  3. Sources
  1. Media Gallery

Interviewed for This Report

Prajwal Barthur
Director, Products, Advertising Platforms
Interviewed October 8, 2018
Greg Sobiech
Founder and Managing Partner
Interviewed October 18, 2018
Craig Aron
Senior Vice President, Strategic Business Development
Interviewed October 15, 2018
Leo Buyukgural
H Code Media
Senior Digital Producer and Creative Product Manager
Interviewed October 10, 2018
Kiyoshi Ihara
Group Product Manager, Adobe Advertising Cloud
Interviewed September 21, 2018
Ari Lewine
Co-Founder and Chief Strategy Officer
Interviewed October 10, 2018
Anna Luo
Vice President, Customer Innovation and Marketing
Interviewed October 19, 2018
John Nardone
Interviewed October 15, 2018
Bertrand Cocallemen
Teads Studio Global Creative Director
Interviewed October 25, 2018
Khara Hutchinson
Principal Strategist, Paid Media
Interviewed October 16, 2018
Sastry Rachakonda
Interviewed October 16, 2018
Jay Tandan
Ben & Jerry's
US Digital Marketing Manager
Interviewed October 15, 2018


Nicole Perrin


Caroline Cakebread
Junior Analyst
Rahul Chadha
Senior Analyst
Lauren Fisher
Principal Analyst
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Victoria Petrock
Principal Analyst
Tracy Tang
Senior Researcher

"Behind the Numbers" Podcast