This article is part of a series of articles on personalisation. Read more.

Digital technology makes targeting much more precise and it can also make creative more personalised than ever before.

The concept of targeting specific groups of consumers is not a new one for media folk. In fact, we’ve been doing it pretty-much ever since the first ad appeared; selecting ads by location or by daypart from example.

What we haven’t been doing is adjusting the message depending on who we are targeting unless there are large numbers of consumers in each distinct group.

Thanks to technology, we now have an opportunity to change that approach. To make sure that the right time, right place, right message mantra truly is a reality, personalised at scale.

Dynamic creative platforms can now deliver this as part of a programmatic strategy but it takes work to make it happen and human insight to get it right.