CANNES — One of the hottest topics in advertising right now is dynamic creative – the ability to tailor not just the buying of inventory in real-time, but the message served in the ad, too.

Numerous software vendors are now offering ad buyers variants of this customization, and Group M’s Xaxis says it can be pretty powerful, even when just some basic criteria are used.

“There are certain triggers we’ve been using with certain campaigns – changing creative on the fly, programmatically,” Xaxis north America CEO Matt Sweeney tells Beet.TV in this video interview. “Triggers could be location, weather, basic demographics.”

What is an example of dynamic customization? Sweeney says Xaxis deployed the tactic for a retailer and ecommerce operator last Black Friday.

“If you were a woman in Minneapolis, we’re probably not going to show you bathing suits – we’ll probably show you skiing wear or outdoor wear,” Sweeney adds.

“The KPI for the customer was, ‘drive people to ecommerce, get them buying stuff’. Basic triggers work really well.”


This video is part of a series titled “Exploring Data & Technology as Catalysts for Creativity.”  This series was produced at Cannes Lions 2016 in cooperation the Xaxis. The series is sponsored by comScore.  For more segments from the series, please visit this page.