Dynamic video ads (DVAs) are personalized, data-driven video creatives that automatically adapt content based on variables like audience, location, time, or behavior. While standard video ads show the same content to everyone, dynamic video advertising allows brands to serve the most relevant version of an ad to each viewer. The result is more relevant content that captures attention, increases engagement, and drives performance.
What makes dynamic video ads different
Standard video ads are one-size-fits-all. You create a single video, and everyone sees the same thing. Yet 89% of businesses use video as a marketing tool (*), which means standing out requires more than just showing up. That’s where dynamic video ads come in: pulling from live data sources or audience segments to adapt on the fly. Whether they show different product offers based on geography, switch copy based on time of day, or change visuals based on user demographics, dynamic video ads are made to match the viewer.
This level of flexibility not only improves campaign relevance but also dramatically increases efficiency. Brands can create a modular template that adapts automatically. This saves time, reduces cost, and allows marketing teams to launch personalized ad campaigns without scaling production effort.
Why dynamic video ads work
Dynamic video advertising delivers strong results because it matches the message to the moment and viewer. When you combine high-quality video creative with data-driven personalization, you create ads that are relevant, timely, and impactful.
1. Greater relevance across audiences and markets
Dynamic video ads personalize creative in real time, tailoring it to each viewer based on contextual data like location, intent, and browsing behavior. AdTheorent’s personalized CTV campaign achieved an impressive 98% video completion rate, thanks to creative that spoke directly to each user’s location and needs.
2. Higher ROI on media and creative spend
With dynamic video, automation turns a single template into thousands of personalized variations. Marketers no longer need to create individual assets for every audience. They build once and scale with ease. This streamlined approach reduces production time and increases the efficiency of both creative and media budgets.
3. Improved performance in lower-funnel placements
Dynamic video isn’t just for upper-funnel awareness. It drives results in performance-heavy placements like retargeting and conversion campaigns, too. Personalized creatives keep your brand top of mind, re-engage high-intent audiences, and help move them closer to purchase. It has been shown that DVAs boost purchase intent for both impulse buys and everyday essentials, making it a powerful tool no matter what you’re selling (*). Studies show that dynamic video ads can drive a 94% increase in CTR compared to standard video formats on social media (*).
4. Better brand perception through tailored storytelling
When creative is hyper-relevant, people notice. Personalized ads don’t just feel smarter, they build trust. Nearly all marketers (98%) agree that personalization helps build stronger relationships with their customers (*). By showing up with content that reflects a viewer’s interests, needs, or environment, your brand feels more thoughtful, helpful, and human. That relevance makes a lasting impression and sets your brand apart from generic noise.
How dynamic video ads work
Dynamic video ads are powered by a combination of modular creative design and real-time data inputs. The result is a seamless, personalized ad experience, tailored to each viewer, with no need for heavy manual production or re-editing. Here is how DVAs typically work:
1. Creative template design: Video creatives are built using modular components such as scenes, text, product images, and calls to action.
2. Data mapping: Each element is mapped to a dynamic signal, such as location, time, weather, or audience segment.
3. Creative rendering: When the ad is served, the system automatically selects the right variation for the viewer in real time.
4. Delivery and optimization: Ads are exported or published as VAST tags directly into ad servers and DSPs, where performance is monitored and optimized continuously.
Where dynamic video ads are used
DVAs can be used across multiple platforms and devices, including:
- Social media (e.g. Meta dynamic video ads)
- Connected TV (e.g. Peacock, ROKU and HULU)
- In-app advertising
- Desktop and mobile web
Why choose Celtra for dynamic video advertising
Celtra powers dynamic video advertising across every major platform and channel. Whether you’re running campaigns on social media, connected TV, in-app, or across web environments, our platform has you covered.
With Celtra, you can:
- Produce dynamic video templates at scale
- Connect creative elements to live data sources or product feeds
- Publish to any DSP, ad server, or platform with a single tag
- Track performance and optimize with built-in intelligence
Celtra is purpose-built for modern marketing with automation, modular design, and data-powered delivery. Explore our DPA and VIDEO+ solutions, made for teams that need to deliver relevance at scale.
Frequently asked questions
Dynamic video ads are data-driven video creatives that automatically adapt content based on variables like location, audience, or product feeds.
They use modular templates and real-time data to render different versions of the same base ad, delivering personalized messages at scale.
Standard video ads are fixed and the same for everyone. Dynamic video ads adapt in real time based on the viewer, making them more relevant, timely, and effective for different audiences.
Improved ad relevance, boosted ROI, increased performance, and stronger brand perception. Studies show they can increase click-through rates by up to 94% compared to standard video formats on social media.
Yes! Celtra offers a platform that lets marketers design, scale, and publish dynamic video ads across all platforms using creative automation and built-in intelligence. Book a demo to get started.
