Understanding Dynamic Creative Optimisation (DCO)
Andreea NicuCreative Solutions Expert
In digital marketing, staying ahead of the curve is crucial for capturing your target audience’s attention. Brands are now actively transitioning from generic, one-size-fits-all advertising to a more targeted and personalised approach, recognising it as essential for successful campaigns.
This shift has been further accelerated by the recent economic downturn, prompting brands to seek efficiency and cost-effectiveness. The need to navigate economic challenges has heightened interest in automation solutions for both production and advertising operations, making them integral to the strategic adjustments in an evolving landscape.
Now, brands have the opportunity to automate and personalise their audience experience, cutting through the clutter with a more cost-effective and efficient solution: Dynamic Creative Optimisation (DCO). DCO empowers brands to create truly innovative and tailored creative content that meets the personalised demands of the current digital landscape.
But how does a dynamic creative process differ from the traditional one?
In the traditional process, every ad variation and format is built manually. This entails high resource investments to scale creative and oftentimes leads to missed creative and personalisation opportunities. In other words, personalising digital advertising campaigns at scale proved to be a laborious and costly endeavour.
Dynamically optimised creatives, on the other hand, represent a paradigm shift. In this case, multiple ad components are defined for a campaign and can be dynamically served within a base template with a variety of factors, including time of day, day of the week, season, weather, location, browser behaviour, and more.
- For example, on a snowy day in Stockholm, a fashion brand can strategically present ads featuring winter jackets, but prompt the display of sunglasses on sunny days.
What exactly is DCO?
Recent strides in ad tech empower brands to leverage automation and algorithms for scaling up, delivering hyper-personalised ad campaigns efficiently.
- Instead of manual production, DCO facilitates the generation of limitless ad variations by pulling ad components and information from a feed.
- The combination is triggered based on your targeting parameters and triggers (such as time of day). This creates endless possibilities!
- Elements such as backgrounds, main images, text, value propositions, and calls to action undergo rotation in DCO.
- This creative fusion spans diverse media types, encompassing video, animation, native components, and interactive elements.
💡So, what does this really look like? Well, when you see an ad that has been dynamically created, it doesn’t just show up as is. Instead, it kind of puts itself together on the spot, bringing in specific elements that are customised to cater to your target audience’s interests and preferences.
Everyone can benefit from DCO
In its initial phases, Dynamic Creative Optimisation primarily found value in the retail and travel sectors, particularly for retargeting high-value customers it made logical sense for them to be early adopters of DCO.
However, the landscape has evolved, and brands are now recognizing the versatile applicability of DCO beyond retargeting campaigns. Its effectiveness spans diverse industry verticals and various phases of the customer lifecycle.
In today’s digital landscape, consumers engage with brands across a variety of devices and channels, expecting a personalised experience with each interaction. DCO can optimise creative elements to achieve peak performance aligned with the advertiser’s objectives.
In other words, dynamic creative optimisation not only ensures a higher level of accuracy, precision, and the likelihood of better performance for your ads, but it also allows businesses to capitalise on building momentum and respond swiftly to changing market dynamics, a significant advantage over traditional methods.
Key takeaways: the benefits of DCO
- Relevance through personalisation: Advertisers can offer a more personalised experience by adapting ads based on customers’ behaviour and preferences.
- Real-time ad testing: DCO allows for immediate testing of ad content, ensuring quick evaluation and optimisation.
- Cost-effective ad production: DCO reduces time and costs by swiftly creating and delivering a variety of ad variations in different formats.
- Responsive real-time activation: DCO enables instant content activation, allowing brands to swiftly adapt to events or changes, ensuring ads stay relevant and engaging for a broader audience.
Amid economic uncertainties, brands are actively seeking ways to boost revenue and cut costs, and in this landscape, DCO emerges as a valuable asset. By standardising high-volume creative assets, brands not only save time and budget but also gain flexibility for strategic reinvestment.
Looking ahead, the 2024-2029 period anticipates a substantial surge in DCO adoption. Advancements in technology, especially with AI, are set to elevate DCO’s personalisation capabilities. As we envision the future of digital marketing, it becomes clear that personalisation is fundamental, and DCO serves as the key to unlocking its complete potential.