Adroll: driving growth strategies for d2c and b2b brands
AdRoll, now a division of NextRoll, has carved a niche as a powerful marketing platform particularly favoured by direct-to-consumer (D2C) and business-to-business (B2B) brands looking to grow their operations. Originally known primarily for its display retargeting capabilities, AdRoll has expanded its offerings to include a suite of tools designed to attract, engage, and retain customers across multiple channels, including email, social ads, and the web. While AdRoll provides a robust platform for campaign execution, businesses using it still face significant challenges in creating compelling, personalized ad content, maintaining brand consistency across all touchpoints, and efficiently managing creative workflows to keep up with the demands of always-on campaigns.
The challenge of continuous ad content creation
AdRoll-driven strategies like retargeting and prospecting rely on a constant stream of fresh, engaging ad content to prevent ad fatigue and maintain audience interest. For D2C and B2B brands, this means continuously creating new banner ads, social ads, email creatives, and other assets that resonate with different audience segments and stages of the customer journey. This relentless need for content can strain in-house creative resources or require significant agency budgets. The difficulty lies not just in producing the volume, but also in ensuring each piece is high-quality, optimized for its specific channel, and crucially, aligned with the overall brand identity. Integration with DCO Platforms (Dynamic Creative Optimization Platforms) can help, but requires a solid foundation of creative assets.
Delivering relevant personalization across channels
AdRoll enables marketers to reach specific audiences through data and segmentation, but the effectiveness of that reach hinges on the relevance of the creative message. Personalization goes beyond simply inserting a name; it requires tailoring visuals, copy, and offers to the interests, behaviours, and demographics of different audience segments. Manually creating these personalized variations for every campaign and channel can be incredibly time-consuming and prone to errors. Marketers need a way to efficiently generate personalized creatives at scale, ensuring the right message reaches the right person on the right channel (display, social, email), while adhering to brand guidelines. This often requires a Creative Management Platform (CMP) or similar capabilities to manage components.
Ensuring brand consistency in multi-channel campaigns
When brands utilize a multi-channel platform like AdRoll, maintaining a cohesive brand experience becomes paramount yet complex. The logo, colour palette, typography, and tone of voice must remain consistent whether a customer sees a display ad, a social media post, or receives a marketing email. Inconsistencies can confuse customers and dilute brand recognition and trust. Managing this manually across multiple creative types and potentially multiple teams or agencies increases the risk of deviations from brand standards. A system that ensures solution for maintaining global visual identity and compliance across all marketing assets created for AdRoll campaigns is essential. This is a key aspect of international brand consistency management.
Brandeploy: streamlining content creation for adroll campaigns
Brandeploy complements AdRoll by tackling the upstream challenges of content creation and management. Our content automation platform enables D2C and B2B brands to significantly accelerate their production of ad and marketing content. Using smart, customizable templates, marketing teams can rapidly generate hundreds of variations of banner ads, social posts, email creatives, and other assets needed for AdRoll campaigns – all perfectly on-brand, without requiring extensive design skills. This directly solves the continuous content creation problem. For personalization, Brandeploy allows for the easy creation of targeted variations by connecting templates to data sources or enabling quick, controlled adjustments, ensuring relevance at scale. Most importantly, Brandeploy acts as a centralized system for brand governance, ensuring every piece of content created adheres to brand guidelines before being exported for use in AdRoll or other platforms like Adform, StackAdapt, or Ads Creative Studio. By streamlining content production project management and ensuring centralization and control of brand assets, Brandeploy empowers AdRoll users to launch campaigns faster and more effectively, with the confidence that their brand is always presented consistently and professionally, whether via Jivox or Celtra.
Power your AdRoll campaigns with impactful, on-brand content created at scale. Discover how Brandeploy can transform your content creation workflow. Request your personalized demo now.
