We partnered with the biggest kids sports website in the country – Fox Sports Pulse. It has 30,000 kids teams & 1.7 million parents that visit every week to view fixtures and results. This is not just one big community, but thousands of small communities. We developed ‘smart/dynamically versioned banners’. A world first technology, where every banner is essentially its own HTML5 website.

These ad units scan the page they are on, identifying relevant information, pulling it into the banner to make hyper-personalised messaging. We were scanning for 17 different variables e.g. Team name, wins/losses, the forthcoming matches, weather, sports code…

We smashed it out of the park!

The business goal was to maintain share, we grew share.

Consideration increased by 57%.

Dynamo’s ‘Buy Now’ score increased by 10%.

1.2 million personalized ad units were dynamically produced!

Click through rates was 7X higher than industry norms.

For one website to shift the scale so effectively is a massive feat, but it all comes down to the fundamentals: deliver the right message, at the right time, in the right place.

Who says a laundry detergent can’t be personal?