Dynamic Creative Optimisation is also known as DCO, it is a term used across the digital marketing world that is another way of describing ‘personalised content’. It is a display ad technology that goes beyond the generic walls of personalised ads, it uses data from the viewer at that present moment to ensure the ad is targeted and tailored specifically to their needs.
Think of DCO as a well-balanced combination of data and creativity, delivering maximum impact to users and audiences. The main aim of DCO is to provide extremely relevant dynamic display ads for better conversions. It enhances the already existing ads online by injecting them with real time testing, live analytics, and creative optimisation.
Everyone’s personal data will differ slightly, the wants and needs of online viewers will be vastly different so the use of data is paramount to ensuring that each banner ad is specifically personalised. A DCO banner will display information based on the location of a viewer for example, and will then be able to showcase the best deals and most suitable imagery for that ad.
Dynamic Creative Optimisation has access to a smart feed which means the ad is capable of knowing who the viewer is (based on their individual data) the ad responds to the viewer by presenting them with the best possible creative combination. Some examples of the types of data used to generate these are time, device, weather, location, and demographics.
Smart feeds are responsive which updates the ads in real time, depending on what the viewer wants. This removes any generic messages about offers and deals and speaks to each viewer on a personal level to convert them to clicking on the ad and buying a product.
The responsive feed does not change any creative elements, it does however select the best message that is available for a viewer from a number of pre-made elements.
DCO is made up of 3 inputs, Creative Management Platform (CMP), Data Management Platform (DMP) and Demand Side Platform (DSP). A Creative Management Platform is the production engine that creates and controls the design versions needed for a DCO campaign. Dynamic Creative Optimisation is the technological process that serves specific and relevant advertising to the user.
DCO allows advertisers to reach out to consumers who show an interest in specific products and services, through understanding their online behaviours and needs. DCO combined with consumer buying in real time provides a unique and direct reach to the audience rather than delivering generic ads to the masses. Advertisers have the ability to manage the scale and reach of their ads with access to large amounts of data with technology platforms applying it to display advertising campaigns.
If there is limited data provided about individual users, DCO still has the ability to algorithmic-ally optimise ad content to deliver the best performance for the advertiser and appeal to the needs of the user. DCO is still able to select the best performing creative option for the advertiser.
Consumers are accessing brand content all around the clock and this has meant advertisers have had to up their game to provide the best possible consistent content. People access so much of what they need from online sources and they expect to be met with personalised and interesting experiences wherever they visit online. There is so much available to us so it’s easy for us to click on to the next best thing if we are unsatisfied with our experience.
DCO provides advertisers with an opportunity to deliver a better experience for their customers. Advertisers have access to deeper audience insights and behaviours than ever before, which enables them to target ads even more specifically and deliver more engaging ad experiences, driving better performance overall.
Dynamic Creative Optimisation has a key component for its success which is the data feed. The data feed holds the content that is then used to deliver a dynamic ad in real time. This change in using data feeds for advertising has only been around for a few years, the majority of advertisers use data feeds to support their online advertising.
DCO is also very flexible when it comes to absorbing different data and it does not require a third party to aid in the process. DCO and data feeds are more reliable for advertisers and it allows them to target a huge number of users on a personal level as opposed to trying to reach the masses and hope for the best outcome. This now means that advertisers also have a wider understanding of how data feeds support DCO.
It used to be that early Dynamic Creative Optimisation vendors needed an advertiser to select from a set of ready-made templates that they couldn’t make any changes to. In today’s world, DCO solutions allow agencies and advertisers to have complete control and creative flexibility when it comes to the layout design of their advert.
The available dynamic ad templates can be custom built for advertisers which means they then have complete control over how their brand is portrayed and experienced by the customer.
The ad layout can be delivered across all devices and consists of features such as a drop-down box, product carousel and promotional clock.
A Creative Management Platform enables a Dynamic Creative Optimisation to become a reality. They consist of a range of technologies all rolled into one cloud-based platform. A CMP offers several capabilities, below are just some of them:
In addition to this, CMP’s also support users in many other ways such as enabling them to work across many markets, constant collaboration, publishing and scheduling in real time, dynamic content supported by live data and optimisation for each campaign.
CMP’s are extremely effective for brands and advertisers because they save so much time and they produce maximum effect for production which overall, provides a better creative experience that each brand is in control of.
A Data Management Platform allows advertisers to use data that is collected from various sources enabling them to manage the customers journey in the most efficient and simple way. This in turn also optimises the results of every marketing and advertising campaign.
A DMP allows you to collect and oversee data about your customers which includes their location data, behavioural data, and profile data all in one platform. Once the result of this data is presented, it allows you to activate it and continue to target your audience with the most accurate adverts across several different marketing channels.
Using the right DMP means that your results will perform in real time. This kind of detail and visibility to marketers means that there is a full rounded view of each customer and how each ad campaign is performing, reaching a targeted audience in real time.
With the new addition of Demand Side Platforms, buying and selling digital ads got a whole lot easier than it once was. Transactions for advertising could have, at one point, taken a few days to a few weeks to complete, but with the help of Demand Side Platforms, these transactions are much more efficient.
DSP’s are an important tool that advertisers use frequently to run their online media campaigns.
They allow advertisers to buy impressions across a wide range of sites that are targeted to specific users with their information included such as location and browsing behaviour. These sites make their ad impressions available through marketplaces that are called ad exchanges. DSP’s decide which of those impressions is best for an advertiser to buy. The cost of these impressions is usually determined by real time bidding.
Implementing Dynamic Creative Optimisation into your workflow and advertising campaigns will provide high quality efficiency and a big reduction in time and manpower that is usually required to create campaigns. Using a live data feed with a combination of properties like Geolocation and user behaviour, creates and provides a unique creative ad based on each user’s preferences.
Personalised ads save time and effort and tailoring ads contributes highly to getting a user to make that final purchase or conversion. We live in a world where minute by minute campaign reporting is always a possibility and every brand has the capability of examining its potential in great detail.
At Fluid Ads, we have the complete solutions to ensure that we can help your brand or agency with all of its digital display advertising needs.
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