During a Yahoo panel at Advertising Week 2016 in New York, Megan Harris of Syzygy discusses using dynamic creative to tailor clients' messages to different customer segments.
Megan Harris: We've streamlined our creative and really focused on the kind of attributes that our audiences are asking for.
So in the micro segments we're finding in our data—especially through Yahoo—we’re then tailoring our creative for that.
Not only that, but we’re using dynamic creative, so different offers, different colors, different messages, different imagery.
Maybe you don't even have an image of a car, right? Maybe we just have a picture of a family. What resonates?
It’s that constant test and learn.