Brands that can make their products and services contextually relevant to their target consumer segments have a superior advantage over their competitors, as they can position their product propositions in a more compelling way to drive consideration.
Consumers now predominantly interact with brands through digital channels. And with the targeting capabilities of programmatic display ads we have today, it is now possible to deliver a personalized experience to every individual customer.
Dynamic Creative Optimization (DCO) is a dynamic creative solution for marketers to develop digital display ads which are relevant and personalized. So let's now explore DCO, its benefits and applications, and some best practices for incorporating this dynamic creative solution into your digital marketing strategy.
What is Dynamic Creative Optimization?
Dynamic Creative Optimization (DCO) ads contain a variety of changeable components — such as main body background images, key visuals and/or text copy. The Dynamic Creative Optimization platform dynamically assembles and serves these components, based on data signals from external sources including demographic and behavioral data like geolocation and previous website actions.
DCO ads usually rely on two main sources of information including client-end data feeds and an accompanying creative management platform (CMP) that controls the creative aspects like the visuals/videos and text copy that appear within the ad.
How Does DCO Help Brands to Improve Marketing Performance?
Due to the automation and AI behind it, DCO is capable of creating personalized experiences for viewers.
DCO works best when it can tap into rich data sources (such as psychographics or user browsing behavior on client websites) to develop ad messaging variants catered to multiple audience segments. With a vast array of banner assets to test and optimize, the machine-learning is able to select the most effective combination of creative elements for each viewer, thereby driving higher campaign performance over time.
This is why it is important for advertisers to amass both first-party and third-party data sets, then use MarTech tools to process this data to form a vast array of specific and accurate audience segments based on customers’ needs.
To synergize marketing messaging with audience insights, DCO platforms such as Adzymic can address the creative production challenges and develop digital marketing assets for multiple segment groups in a time- and cost-efficient way. This gives advertisers the ability to achieve speed and scale to execute data-driven marketing campaigns.
Dynamic Creative Optimization allows brands to edit and fine-tune ads in real-time, based on user intent and contextual factors. With Dynamic Creative Optimization campaigns, you can avoid potential reputational damage from showing tone-deaf ads during sensitive times such as natural disasters or serious accidents.
Adapting creatives based on real-time contexts drives more engagement and conversions.
DCO can be a fully automated process. The best part about DCO is that it works in conjunction with parameters already defined and does not require user intervention during the execution of the trade. Campaigns are automatically optimized based on these parameters and there is no need for marketers to take additional actions. However, marketers will still have to monitor campaign performance and make necessary adjustments.
With Dynamic Content Optimization, you can make data-driven decisions in real-time. There is no more waiting until after the campaign’s over to measure its performance and determine what to do better next time. Instead, DCO provides metrics and makes elemental adjustments to improve performance and conversions in real-time.
With a robust series of banner ads for testing and rotation, plus real-time results on the best-performing image, copy and CTA combinations to drive a response from the target audience, there are clear indications of where to allocate more media spending for creatives that perform. In the long run, this optimization produces higher performance for campaigns.
Contact Us for More Information on Adzymic’s DCO Solutions
Adzymic Dynamic Creative Optimization platform is a fully automated solution that creates and delivers personalized ads based on customer attributes, site behavior and other external data sources. For more information on how you can incorporate DCO solutions into your marketing strategy, click here!