We only have about 3 seconds to grab someone's attention. That's not a lot of time, but if our creatives are good, it's enough. We're not saying people have the attention span of a goldfish. That's just mean. What we mean is, everyone's busy and has a lot to focus on.
If we want our Push Banners to stand out, they have to get noticed quickly. They have to pass a quick 3 second test. So what do we do to get noticed? We're going with Dynamic Macros (also known as Dynamic Parameters).
Macros - what are they and how do they work
Macros are Dynamic parameters that can help make your creatives more personalized.
Personalization tailors messages to individuals, making them feel like the message was created especially for them. For instance, seeing your name on a Creative fosters familiarity and can influence purchasing decisions, enhancing customer engagement and loyalty.
Macros can add a touch of dynamism to your static banner. The formula for a Push Notification creative consists of a headline text, body text, Image (for an expanded notification) and icon (small image when the push is not expanded).
We typically utilize non-moving images for the banners, most commonly in PNG or JPEG formats. Even though the image remains static, thanks to macros, we can experiment with the textual part.
Example - Push Antivirus Creative with Dynamic parameters
Here's how, for example, you can make an antivirus offer creativity more appealing. By asking the user about their phone in the banner headline, we can replace the word "Phone"...
…with a Macro specifying the specific phone model.
Effective Dynamic Parameters for Top verticals
Finance: Date, Month, day_of_month, day_of_week, Country, Country_name, city, City, City:In, city:In, state, state_name, State_name, zip
Home Improvement: Country, Country_name, city, City, City:In, city:In, state, state_name, State_name, zip
Software / Anti Virus: OS, os_type, browser, device_type, device_brand, device_model
Gaming/Gambling: Country, Country_name, city, City, City:In, city:In, state, state_name, State_name, zip
* PS: It's important to use a minimum of 3-5 creative ideas to segment the audience and test all possible approaches. The most accurate result can only be obtained through testing. Even minimal differences between 2 creatives (headline, wording, background, layout of items) can play a significant role. Allocate an equal amount of traffic to each and see which one shows the best result based on your KPIs.
