Dynamic Advertising Solutions - Dynamic Creative/Banner Ads | ADZYMIC

McDonald's World Cup (Singapore)

travis@adzymic.co (Travis Teo) — Tue, 24 Oct 2023 01:03:11 -0700

For the 2022 FIFA World Cup tournament, McDonald’s rolled out their largest global campaign to date, “Wanna go to McDonald’s?” — a global celebration of the world’s most loved sport that engaged fans around the world, united by their shared love of football and McDonald’s.

In Singapore, the concept of the programmatic display campaign was focused on using live tournament data to sustain the excitement and anticipation of matches, as this would contextualise the “Wanna go to McDonald’s?” call-to-action in the most compelling ways and help the brand to maintain top-of-mind
recall and consideration of the World Cup menu.

The Adzymic Solution

Strong and seamless collaboration amongst the McDonald’s Marketing team and the supporting agency teams in OMD, Leo Burnett and Adzymic led to a well-executed campaign that took real-time contextualised marketing to the next level on the programmatic display channel.

Custom-built brand templates – bespoke templates aligned with McDonald's corporate guidelines ensured the DCO campaign remained on-brand, preserving the integrity of their corporate look and feel. Fixed placeholders for products and texts facilitated swift adaptation for various promotions, enabling the use of custom templates for multiple product variations.

Context always on-point – DCO via API generated multiple banner variants according to tournament status such as countdowns to upcoming matches each day, post-match live scores, during-match progress updates. Live World Cup information drew the attention of consumers, sustained the excitement and made the call-to-action ever more compelling, underscoring the brand message.

Meal Deals always on time – a second method of DCO was employed simultaneously, which was using McDonald’s first-party information such as their breakfast set meal items, World Cup set meal items, and different mobile app deals each day. The respective meal offers per-daypart, call-to-action buttons and hyperlinks were populated into the banner variants, systematically building all the required iterations for the campaign.

Results

DCO adtech proved instrumental in McDonald's World Cup programmatic campaign, delivering a highly effective and engaging campaign with dynamic, real-time content. Over 190 banner variants were generated during the campaign, powering a robust suite of creative assets over the important season. This generated greater brand awareness and drove higher performance, in an innovative and cost-efficient manner.

What our clients say

Watch the case study video here:

To learn more, leave your contact details here or reach us at info@adzymic.co

Global Cosmetics Brand (Thailand)

travis@adzymic.co (Travis Teo) — Thu, 19 Oct 2023 01:34:08 -0700

A renowned global cosmetics brand recently expanded its presence in Thailand, targeting the 18-24 and 25-44 age groups. Known for its high-quality makeup products and innovative approach to beauty, it aims to cater to the diverse beauty needs of Thai consumers.

In a market as competitive as cosmetics, capturing audience attention is no small feat. Dentsu Thailand partnered with Adzymic DCO to find the perfect blend of creativity, relevance, and interaction to stand out amidst the noise. The challenge was not only to engage the target audience but also to analyse the performance of different ad formats under real-world conditions.

Dynamic Creative Optimization (DCO) was applied to drive higher engagement, consideration and conversions in their programmatic display campaign.

THE ADZYMIC SOLUTION

With the entire range of cosmetics and skincare products to promote, there was a need for a systematic creative strategy. Dentsu Thailand partnered with Adzymic DCO to simplify the process of creating, serving and optimizing the client’s display campaign.

>> Mapping Creative Messaging to Client’s Desired Customer Journey

A creative strategy was devised at both the Prospecting and Retargeting phases of the campaign. At the Prospecting stage, rich media banners with impactful images and interactive functions were activated. Variants of the banner ads were targeted at the audience based on their age groups and affinity for skincare and beauty, attracting more top-funnel traffic to the website.

At the Retargeting stage, a meticulously planned communication logic was devised by the brand and brought to life by DCO. Relevant products were shown to users, powered by Predictive AI capability through user behavioural learning, combined with business objectives to promote key products in each category.

>> Personalized Remarketing to Customers with DCO

The brand activated ‘shoppable’ Carousel ad templates by Adzymic which have demarcated placeholders for branding and taglines, followed by a series of card panels to contain multiple products. The Adzymic DCO Smart Tag implemented on the website determined the products within the banners that reached the retargeted consumers, based on a well-thought-out remarketing journey determined by the brand.

Each user was retargeted with their own last browsed products plus new recommendations that the brand wanted to cross-sell for customers’ consideration. DCO enabled the client to dynamically generate and display different variations of their ads for each user, at speed and scale.

>> No Product Feeds Required

Adzymic proprietary Smart Tags implemented on the client’s e-commerce website allowed the automation of ad creation by directly extracting product information (i.e. product images, description and landing page URLs) from the website. Therefore there was no longer a need to maintain an external feed, cutting down time and resources for such manual effort.

RESULTS

Overall, the campaign achieved:

Client Testimonial

To learn more, leave your contact details here or reach us at info@adzymic.co

AXA Insurance Hong Kong

travis@adzymic.co (Travis Teo) — Thu, 19 Oct 2023 01:34:07 -0700

AXA is trusted by more than 1.55 million customers in Hong Kong and Macau to financially protect them, their loved ones and their future. Being Customer First, AXA sought to understand the customers' interests and needs before offering the solution, an ethos that extended to their marketing approach.

Following this line of thinking, Starcom Hong Kong joined forces with The Trade Desk HK team (TTD) and Adzymic to use tech capabilities that would combine data and creative messaging to provide customers with a highly tailored experience in the programmatic ad space, while maintaining time and cost efficiency. All of this led to successful business results for AXA.

THE ADZYMIC SOLUTION

Firstly, Starcom identified the core needs of AXA customers and crafted messages that resonated with them. Then TTD and Adzymic were activated for their data and DCO capabilities respectively:

> DSP bid requests for audience groups used to trigger personalized messages in real-time

> DCO creative automation enabled relevant messaging on a massive scale

> Cost-effective production saved time and cost

RESULTS

Watch the case study video here

AWARDS

To learn more, leave your contact details here or reach us at info@adzymic.co

Adzymic Launches Premium Advertising Network, Adzymic Premium Exchange (APX), in Singapore and Malaysia

travis@adzymic.co (Travis Teo) — Thu, 28 Sep 2023 00:48:53 -0700

Singapore, September 28 2023 – Adzymic, a leader in dynamic creative technology, today announced the launch of Adzymic Premium Exchange (APX) in Singapore and Malaysia.

APX is an innovative advertising network that integrates high-impact formats and non-intrusive rich media ad units such as desktop skins, mobile scrollers and a range of other rich media formats, across premium publishers.

Through partnerships with leading media owners such as Mediacorp and SPH Media in Singapore, and Rev Media Group and Astro in Malaysia, APX has reach to 90% of web audiences across these two markets. Coupled with impactful advertising in such quality, brand-safe and attention-focused environments, the service offers performance and high viewability to deliver results to advertisers.

APX leverages Adzymic's own Creative Management Platform (CMP) and Dynamic Creative Optimization (DCO) technology to incorporate creative automation and dynamic capabilities within high-impact rich media formats. This includes a range of features that allow for dynamic product ads, live data feeds, API integrations, and much more.

Using Microsoft Advertising's sell-side platform, Monetize, advertisers and agencies can easily work with APX through direct IO buys or via programmatic DSPs. The Adzymic in-house operations teams will work alongside agencies and client programmatic buying units to set up self-serve programmatic deals, or manage the end-to-end campaign operations for direct bookings.

With the launch of APX, Adzymic is also announcing the appointment of Justin Lim as Managing Partner of Adzymic Premium Exchange (APX). Justin brings with him a wealth of experience in the ad tech industry, having held leadership and commercial roles at Azerion, Sublime, and Unruly. His experience working closely with publishers and agencies positions him perfectly to drive the growth for APX.

Sharing his thoughts on joining the team, Justin said, "I am thrilled to spearhead the launch of Adzymic Premium Exchange (APX). It represents the culmination of our dedication to innovation, offering advertisers a solution that seamlessly combines automation with high-impact rich media formats and premium inventory to deliver impactful ad campaigns. I look forward to working with the talented team at Adzymic to roll out the APX solution to publishers and advertisers as we continue our global expansion."

Nicholas Sagau, Chief Operating Officer of Rev Media Group, Malaysia, said: "We are excited to announce that APX is now a part of Rev Media Group's list of advertising solution partners. This partnership enables us to continue offering advertisers in Malaysia access to a premium advertising solution which enhances the way brands engage with their audiences. APX's high impact and dynamic nature of the creative formats align perfectly with our commitment to excellence in advertising."

Kenny Ong, Director of Astro Media Solutions, said: “Through Astro’s partnership with Adzymic, we can help brands benefit from rich media that focuses on high-quality placement, intelligent contextual targeting and brand safety. Astro’s audience-first, experience-led, and data-supported approach together with premium content and APX’s smart technology offer powerful and effective media solutions for brands to measure the impact of rich digital advertising more effectively across all metrics and KPIs.”

For more information or to contact Adzymic for a full list of publishers and advertising solutions,
visit www.adzymic.co or email at info@adzymic.co.

About Adzymic
Adzymic is an award-winning adtech company that isfocused on simplifying the creative management process for brands and media agencies to deploy and optimize display campaigns on programmatic media platforms. Adzymic’s next generation Dynamic Creative Management Platform transforms display advertising into high-performing interactive ad formats. Adzymic’s proprietary Smart Tag technology automates the generation of personalised dynamic display ads at scale, without the need to maintain product feeds.

Incorporated in 2017, Adzymic has since worked with several leading agencies and brands across the region. Adzymic is headquartered in Singapore, has personnel in Indonesia, Malaysia, Thailand, Vietnam, Australia, Mexico, and works through partners in Japan, and Latin America. www.adzymic.co

Press Contact:

Peggy Koh

Adzymic Pte Ltd

M: (+65)98772140 | E: peggy@adzymic.co

The Resurgence of Ad Networks: Why it is Happening and What it Means for Advertisers

travis@adzymic.co (Travis Teo) — Mon, 25 Sep 2023 23:42:21 -0700

As we manoeuvre through an advertising landscape troubled by low-quality 'made for advertising' websites and the diminishing role of cookies, ad networks are the new comeback kids, characterised by a range of quality and innovative strategies. But how can they best help advertisers reach audiences? And how can marketers utilise them to achieve their goals?

Quality assurance amidst sub-par advertising environments

A recent study by the Association of National Advertisers (ANA) in the US found that one in five online ad impressions run on made-for-advertising sites. It’s a well known fact that the open web is filled with poor-quality ad-cluttered websites whose sole purpose is to garner maximum ad revenue. The ease of content generation using Generative AI only exacerbates this issue. The study also reminds advertisers of the old adage – you get what you give. Low CPM rates are likely to attract low quality impressions.

One way to manage this is to seek out ad networks that implement stringent quality control measures to curate quality publishers. By establishing alliances with respectable publishers, they are shaping spaces where users can interact with ads without the intrusion of low-quality content, fostering a trust-orientated advertising environment.

Harnessing contextual relevance

The phasing out of cookies has accelerated a significant shift in advertising strategies. Contextual relevance has re-emerged as a powerful tool in the modern advertiser's arsenal. It goes beyond mere keyword targeting, delving into the nuanced analysis of web page content to align ads with the thematic essence of the surrounding content. This harmony elevates user experience, encourages engagements and drives brand affinity.

High-impact formats: a canvas for creativity

Selected ad networks offer advertising inventory beyond the standard IAB formats. Through direct integration into publisher inventory, these ad networks offer high-impact formats such as skinners, full-page takeovers, and immersive mobile scrollers that stand out from run-of-the-mill banner spots. Such executions offer advertisers rich opportunities to weave in more compelling brand narratives, ultimately leading to higher quality interactions between the brand and the audience.

Measuring success through attention metrics

Success in leveraging high-impact formats is intrinsically linked to understanding and analysing user engagement. Employing metrics such as viewability, interaction rates, and time spent on ads can offer invaluable insights, helping advertisers refine their strategies to foster better engagement and drive successful campaigns.

Retail Media Networks: the new frontier

The burgeoning collaborations between ad networks and e-commerce behemoths are unlocking prime advertising spaces where brands can connect with consumers at crucial moments in their shopping journeys. By pinpointing these pivotal touchpoints, advertisers can develop strategies that sync with consumers' purchase intentions and allow closed-loop measurements.

Navigating the potential pitfalls

Even as ad networks stride towards quality, challenges remain. Advertisers sometimes find themselves grappling with limited transparency over ad placements. The inherent risk here is the potential misalignment between the ad content and the publisher's space. It’s therefore imperative for advertisers to seek networks that allow third-party tracking, offering transparency where ads are displayed.

In addition, many SSPs offer curated solutions for ad tech companies to work with publishers by setting up private deals without having to deal with the complications of integration. This scalability enables ad tech companies within the ecosystem to effectively set up their own ad network without the complexity of integrating different publishers' supplies. However, one of the drawbacks is that it allows players to simply curate inventory from the open exchange, add markups and superficially package themselves as a premium network. Thus, it is important for advertisers to discern how curated inventory has been sourced and how value has been added by ad tech.

What next for ad networks?

We stand at a juncture where the ad network landscape is being reshaped, characterised by a vigorous pursuit of quality and innovation. Armed with the insights and strategies delineated here, advertisers can navigate this transformative period with foresight and agility. By being conscious of potential pitfalls and leveraging the burgeoning opportunities with a strategic mindset, advertisers can sculpt campaigns that are not only successful but resonate with authenticity and ethical grounding in the rejuvenated ad network landscape.

This article first appeared on ExchangeWire.com, contributed by Travis Teo, executive director & co-founder of Adzymic, as a byline in the runup to ATS Singapore 2023. Click to see original article.

Income Travel Insurance (Singapore)

travis@adzymic.co (Travis Teo) — Tue, 12 Sep 2023 21:10:49 -0700

In 2020, the pandemic put a stop to travel for 2 years and with it, the travel insurance business and Income’s market leading position in this category. Post-pandemic in 2022, travel recovery was tepid at first due to the gradual re-opening of borders and control measures, but Income knew it needed to be ready for the ‘tsunami’ of revenge travel due to pent-up demand among Singaporeans.

To keep pace with the pickup in travel demand, Income adopted nimble tactics on programmatic display and social media advertising. A holistic strategy was crafted to evolve along with the market curve, the key being media targeting that was in line with popular travel destinations that opened their borders to Singaporeans, complemented by the use of creative advertising technology that was capable of reacting quickly to meet such demands.

The Adzymic Solution

Media execution by OMD was supported by a data-driven personalisation strategy to predict the destinations which could be appealing to existing customers based on historical data, and new customers were targeted based their online browsing history to determine affinity and in-market propensities.

Creative execution powered by Adzymic DCO automated the development of display banners and social ad posts at scale and speed. Templatized banner layouts were brought to life by messaging which were pertinent to destinations, border measures, and demographic segment psyches.

At the early stages of reopening, variants were developed by Vaccinated Travel Lane destinations.

As measures further eased, more consumers started to travel confidently and consistently throughout the year. In response, new variants such as by the weather seasons and audience demographics were built.

Results

Nimble tools and tactics allowed the campaign to swiftly react to the post-pandemic era, constantly evolving with the market. This contributed to Income regaining its #1 market share position for the travel insurance category in Singapore.

What our client says

Watch the case study here:

To learn more, contact your Adzymic representative or reach us at info@adzymic.co

Creative Technology – It’s more than just automation

travis@adzymic.co (Travis Teo) — Sun, 11 Jun 2023 22:45:56 -0700

For past few years, the ad tech industry has been in a mad rush, scrambling to find alternative solutions to defuse the ticking time-bomb that is the depreciation of third-party cookies. New identity solutions and new targeting options are steadily rolling out for advertisers and agencies to test and onboard. While it is crucial for the industry to address the impending shakeup, it is also important to take a step back and consider another important aspect of overall marketing strategy: Creative technology.

A 2017 Study by Nielsen found that creative messaging has one of the biggest impacts on sales, yet we are still seeing little innovation around creative technology within the programmatic space. By understanding the different aspects of creative technology, marketers can successfully leverage them for campaigns.

Creative Management

Digital Asset Management (DAM) platforms have been the go-to solution for global brands to manage digital assets and distribute them across different marketing teams. However, the assets often require additional redevelopment at a local level, creating an extra strain on resources. Today, the Creative Management Platform is the evolved solution that allows brands to build standard templates for multi-channel digital assets according to corporate digital guidelines and then distribute these to different teams. Such templates can be used many times over to generate new banner series for different campaigns, with just changes to image and copy combinations. The benefits of doing this include streamlining the processes of creative adaptation and localisation, enabling brand governance at the global level and, most importantly, saving both time and costs.

Creative Automation

Creative resizing is probably the most mundane and low-value job for creative teams. With multiple banner size requirements to adapt for display, social, and partner sites and owned channels, layered on with creative versioning requirements, a simple three-version creative plan for a weekend sale event can easily turn into a logistical nightmare. With creative automation technology, a master template can be rapidly adapted into different sizes, and using website information, product feed or data from external API (weather, stock prices, sports scores) to populate the banners with various copy and image combinations. Another trend we are seeing is the application of AI in creative development: advancements in GPT-3 have made human-like copywriting a possibility, while video creation operating on AI is also catching on. We anticipate that this will be an exciting space to watch in the near future.

Creative Personalisation

One of most common applications of Creative Personalisation is in ecommerce to retarget consumers with products they have considered, but have not purchased. With the demise of third-party cookies, it seems this remarketing capability will take a hard knock, but new solutions around personalisation have emerged, such as using Product-Level Turtledove, Topics under the Google Privacy Sandbox initiative, first-party data and using content categorisation. We have also seen great success for brands leveraging other data indicators like location, time of day, day of week to develop multiple creative variants that are contextually relevant.

Creative Testing, Measurement and Optimisation

A recent study by DVJ Insights revealed that over 50% of marketers do not test their ads prior to launch. With limited time-to-market and resources, such endeavours typically remain on the back-burner due to the extra time and effort needed to manually test and measure different elements within ads. A creative testing platform will help to streamline the testing, measurement, and optimisation process. The platform can conduct A/B variant testing, or test different creative elements using the Multivariate approach and measure several metrics, such as engagement, clicks, brand-lift. With machine learning algorithms such as Multi-Armed Bandits, both testing and optimisation (Explore vs. Exploit) can occur at the same time, greatly reducing the length of testing periods and wasted impressions.

Rich Media Execution

In 1987, two great computing advancements occurred: MS Dos 3.3 was released, and the GIF file was invented. As we celebrate 35 years of these inventions, it’s astonishing that the GIF format is still widely used today in display banners. On the other hand, social media platforms have been continuously pushing out new and innovative formats, some of which are spilling over into programmatic display. Innovative creative executions like Social Display, Conversational Ads, Surveys, Interactive Videos, Shoppable Ads, and Lead Gen Ads are just some of the rich media formats that have found their way into display inventory. Banner display ads are no longer just traffic drivers, but tools that allow brands to tell their stories, engage users and even drive sales.

This article was first published on ExchangeWire.

Electrolux (Australia)

travis@adzymic.co (Travis Teo) — Wed, 17 May 2023 08:22:21 -0700

Electrolux, a leading global appliance company, shapes living for the better by reinventing taste, care and wellbeing experiences, making life more enjoyable and sustainable for millions of people. As the brand recognized the importance of personalization in today's digital landscape, the Electrolux Australia team turned to dynamic creative optimization (DCO) on programmatic display as a solution to enhance their marketing efforts.

The goal was to deliver tailored product recommendations to customers who had been on the website, with remarketing ads that would be more relevant and engaging, thus attracting more traffic to return and ultimately go to retail partners’ e-shops for purchase.

In short, Electrolux adopted DCO to deliver a more personalized and effective marketingstrategy, thereby improving their overall campaign performance.

The Adzymic Solution

With the entire UltimateTaste range of ovens, cooktops,refrigerators and rangehoods to manage, there was a
need for a systematic creative strategy. Electrolux Australia chose the Adzymic DCO solution to simplify the process of creating, serving and optimizing their display campaign.

> No Product Feeds Required

Adzymic proprietary Smart Tags implemented on the brand website allowed theautomation of ads creation by directly extracting product information (i.e. product images, description and landing page URLs) from the website. Therefore there was no longer a need to maintain an external feed, cutting down time and effort for such manual effort.

> Custom Banner Template Development

Bespoke templates built according to Electrolux corporate brand guidelines allowed theDCO campaign to stay on-brand, maintaining the integrity of corporate look and feel. Such custom templates can be used over the long term with rapid adaptations to support changeover of image and copy combinations for multiple variations of products.

> Personalized Remarketing to Customers with DCO

Furthermore, Electrolux activated ‘shoppable’ Carousel ad templates by Adzymic whichhave demarcated placeholders for branding and taglines, followed by a series of card panels to contain multiple products. The Adzymic DCO Smart Tag implemented on the website determined the products within the banners that reached the retargeted consumers, based on a well thought-out remarketing journey determined by the brand.

Each user was retargeted with their own last browsed products plus new recommenda-tions that the brand wanted to cross-sell for customers’ consideration. DCO enabled Electrolux to dynamically generate and display different variations of their ads for each user, at speed and scale.

With a robust series of banner ads for testing and rotation, and real-time dashboardreporting on the best-performing formats and sizes to drive a response from the target audience, the media team had clear indications on where to allocate more spends for creatives that perform.

Results

Overall, the campaign achieved:

Client Testimonial

To learn more, contact your Adzymic representative or reach us at info@adzymic.co

Demystifying DCO: A Comprehensive Review of 8 Dynamic Creative Optimization Solutions

travis@adzymic.co (Travis Teo) — Sat, 13 May 2023 00:46:19 -0700

Dynamic Creative Optimization (DCO) has revolutionized the digital advertising landscape. From enhancing personalization to maximizing engagement, these platforms have changed the way we approach advertising creativity. Here's a comprehensive look at the pros and cons of 10 DCO solutions.

1. Adzymic: Singapore-based Adzymic is designed for simplicity, with a user-friendly platform that even non-technical users can navigate with ease. Its smart content rendering technology streamlines the creative management process.
Pros: User-friendly, excellent customer support, efficient rendering technology.
Cons: Limited customization options, may be too simplistic for advanced users.

2. Sizmek by Amazon: Sizmek, part of Amazon's advertising suite, offers a robust DCO solution with high customization and integration with other Amazon advertising products.
Pros: Excellent integration with Amazon's ecosystem, high customizability, comprehensive features.
Cons: Steeper learning curve, can be overwhelming for new users.

3. Display & Video 360 (DV360) by Google Marketing Platform: DV360 is a unified solution for programmatic buying, boasting powerful data analysis and advanced personalization features.
Pros: Seamless integration with Google's advertising ecosystem, powerful data analysis, advanced personalization features.
Cons: High cost for small to medium businesses, complex interface for beginners.

4. Celtra: Celtra’s cloud-based platform focuses on brand consistency and user engagement. It offers a DCO solution that allows for visually appealing and engaging ads.
Pros: Great for creating visually appealing ads, good brand control, detailed analytics.
Cons: Requires technical expertise, can be costly for smaller businesses.

5. Adobe Advertising Cloud: Adobe's DCO solution is part of their larger suite of digital marketing tools, offering advanced personalization features and machine learning capabilities for optimization.
Pros: Integrates well with other Adobe products, advanced machine learning capabilities, robust personalization options.
Cons: Steep learning curve, high cost.

6. Jivox IQ: Jivox provides a platform for personalized digital advertising and marketing, standing out for its sophisticated data-driven dynamic creatives.
Pros: Advanced personalization capabilities, good integration with various data sources, quality customer support.
Cons: Interface may not be intuitive for all users, can be expensive for small businesses.

7. RevJet: RevJet focuses on ad experimentation and iteration, offering a DCO solution that is user-friendly and backed by good customer support.
Pros: Strong emphasis on testing and optimization, ease of use, good customer support.
Cons: Limited integrations compared to other platforms, can be costly for smaller advertisers.

8. Flashtalking: Flashtalking’s DCO solution provides flexibility and control in managing dynamic creatives, with a focus on data security.
Pros: Good customizability, strong focus on data security, offers a range of ad formats.
Cons: Steep learning curve, some customizations require manual coding.

Change the game in programmatic advertising when you truly harness its tech capabilities

travis@adzymic.co (Travis Teo) — Thu, 13 Apr 2023 03:43:28 -0700

If your business does online advertising, you may already be familiar with programmatic advertising solutions, especially how it has become one of the newest game changers on the digital marketing landscape. But what exactly are programmatic advertising solutions? And why should they be an integral part of your media strategy?

When launching a marketing campaign, you need to make sure your creatives are well-crafted and eye-catching in order to get the most out of your media spend. If they do not capture the attention of the target audience then the campaign will never reach its true potential, even if you appear on all the right websites/apps targeted at the right people.

In this article, we break down what programmatic advertising is, explain best practices and examine brands that are doing it right.

What is programmatic advertising? Programmatic ad buying is the use of algorithmic software to buy and sell online display space, mostly within a real-time auction-based paradigm. This is a sophisticated way to place advertising, as it uses audience traffic data to drive impressions at scale so it is efficient, targeted, and scalable.

Brief History of Programmatic Advertising

In the earliest stages of display advertising, banner ads were put up on publisher websites for an agreed length of time such that it was exposed to all website visitors regardless of who they were. Over time, with the proliferation of the internet, there needed to be a more efficient way to trade online advertising inventory and deliver ads in a more audience-precise manner.

Ad Exchanges and DSPs

Enter the Ad Exchanges, which are basically digital marketplaces that allow publishers to sell and advertisers to buy advertising space in real-time auctions. The methodology is simple: the publisher places their ad inventory up for sale and automatically sells it off in real time to the advertisers. The ad is purchased simultaneously when a profiled visitor loads a website.

To enable such matching, ad exchanges need data to determine which bidders qualify for certain websites and which sites/audiences to reach in order to ensure publishers and advertisers get the most value out of their ads. Demand Side Platforms (DSP) are, in essence, the data ‘warehouse’ for ad exchanges.

A DSP is a tool used by advertisers to connect with ad exchanges to put up their budget and select their target audience profiles.

The DSP ecosystem

An auction occurs when a visitor reaches a website, triggering a signal on the exchange. The ad exchange browses the DSP for an ad relevant to the placement. In response, the DSP steps in for a real-time bidding auction where the advertisers must bid for the slot. One bidder wins the slot, and the ad gets shown to the website visitor.This is the very basis of programmatic display ads from the advertiser’s perspective. By showing ads to the right person at the right time, it strives to create a more targeted and relevant experience, which should translate to higher responses (and sales) for advertisers.

What is Programmatic Targeting and how does DCO come in?

There are a number of ways you can choose to target your ads with programmatic advertising, to achieve better accuracy and results.

With such advanced audience segmentation available, Dynamic Creative Optimization (DCO) is an important lever to advance the performance of the campaign because of its ability to automate the creative messaging to fit a whole range of audience attributes.

These are the most common ways advertisers use to target their ads and in each of these scenarios there are ways to apply DCO:

Interest Targeting (Audience Targeting)

Ads can be shown based on topics that users have previously shown interest in, forming multiple affinity groups that can be addressed. For instance, AXA Hong Kong wanted to achieve scale and higher exposure for a medical insurance product. They pitched it at a broad range of audience groups by positioning the product within the context of their interest/affinity topics. They worked with the leading DSP, The Trade Desk, to derive over 10 distinct interest categories for targeting, and then DCO was used to automate the development of an entire range of banners with messaging that catered to every group.

Contextual Targeting

Contextual targeting aims to show ads based on the context of a website. For instance, during the World Cup season, McDonald’s Singapore chose to be seen on football websites and incorporated football-related information to make their messaging more compelling. DCO ads can fetch live data via API such as match scores and integrate them into banner ads for timely, highly relevant ad messaging.

Geo-Targeting (Location-Based Targeting or Geo-Fencing)

The DCO platform helps you target users based on their location. This lets you show them ads for an outlet near them or a promotion at a nearby store. Geo-targeting helps facilitate your brand’s ability to promote local retail outlets or highlight stock availability at nearby stores.

Retargeting

Retargeting brings back 98% of visitors who left your site without conversion. Whenever a potential customer visits your site a cookie can be placed on their computer to track his/her browsing behaviour. This information can later be used to target ads to this specific person, increasing the chances of them returning to buy from you. DCO helps to create personalized ads that reflect the items that each individual had last browsed on your website. Displaying relevant products can help encourage users to re-open your site and make a purchase.

Takeaway

As programmatic advertising continues to evolve with new technologies introduced, it is undoubtedly influencing the future of digital advertising and is already being used by major brands worldwide. Adzymic offers a platform with rich media creatives relevant to each user. Leveraging our extensive technology, we offer a fully customized end-to-end service to ensure your brand is presented to the right audience at the right time.