Great to see dynamic advertising getting more attention.
What I question is the need for offshore adaption work when we are talking about a world where all media is digital and thus all media is served. As Digitas’ own GM example shows, the changes are generally a headline or product shot — not full production of a new ad.
The key point here is that you don’t need to do 4000 variants of an add if you have a 4000 types of people to talk to — that’s how variants are managed in the traditional DM world. Today if you make one ad and choose 4 backgrounds based on geography, create 10 headlines based on the customers intentions (say recent online behaviour), 10 product offers based on current producer ownership and 10 calls to action type of buyer, you have 4000 “different ads.” But it is really only one ad with a copy deck and image library. This logic has been used on websites for years built with dynamic content to get a more relevant experience and the cost isn’t in creating the sets of 10 copy lines, it is the strategy and tonality of the overall communication, and getting the systems to a place where we can do this.
Great piece of PR by Digitas and Publicis nonetheless.