An increasing number of brands are losing their customers’ trust by serving irrelevant ads. To regain trust and drive more engagement, marketers work hard to make ads that are highly personalized for the user. On the flip side, numerous marketers are still using static ads for display advertising and the content within the ads does not change.
For a brand delivering personalized ads to a segmented audience, static ads can become a menace for the brand message. The result is impersonal ads that do not engage the customers in any way. On the other side, dynamic ads use a dynamic template that can be customized with pre-determined personalized content.
What is Dynamic Creative Optimization
Dynamic Creative Optimization (DCO) is a display ad technology that uses data and allows advertisers to differentiate and deliver tailored ad creatives to the people. It is extremely effective in increasing a campaign’s performance. This helps advertisers by delivering the most relevant ad experience and thereby increasing engagement rates and performance of the campaign.
Importance of DCO Today
The fact that ad blocking is continuously increasing, clearly signals that consumers need better ad experiences. Today, when ad personalization can make or break your brand, DCO is a tool that will power personalization for higher brand impact. It helps the brand stand out in the clutter, and make a lasting impression in the minds of the consumers.
Using DCO For Targeting
Traditionally, DCO has been used extensively for retargeting campaigns. However, it can also be used for targeting, prospecting and awareness campaigns. Although one might have only generic data about the users, like demographic information, DCO can algorithmically optimize the ad creative to drive the best performance. It can analyze and evaluate all the possible permutations and combinations for the ad creative and deliver the best-performing option. For a given population, it can evaluate on the parameters like, which type of CTA messaging is the most powerful, which global look and feel works best or which display environment performs best.
Using DCO For Retargeting
The most common use of DCO is for retargeting ads. These ads show dynamic content based on a viewer’s profile, such as the product that has been viewed or even added to the cart. With the help of these statistics, elements of the ad creatives like product description, image, price, call to action, etc. can be set dynamically. The copy that is being displayed can also be switched.
Customised Dynamic Preferences For Users
DCO adapts and optimizes the ad creative to the changing preferences based on their past browsing history, likes and choices. For example, if a user of travel booking site initially searches for travel at a particular date, but then changes the dates later during the search, DCO can adapt to suit the new dates of travel with updated availability and pricing.
Saves Time and Reduces Complexities
DCO substantially reduces the complexity and duration of creative development while maintaining advertiser’s brand guidelines and relevance. In addition to personalization, DCO also handles all the manual work of analysis, data preparation and delivery, at scale. As a result, the creative staff can focus on imaginative content – their forte – instead of being embroiled in the manual task of creating multiple combinations for the same creative.
DCO For The E-Commerce Industry
DCO technique finds extensive application in the eCommerce industry. A programmatic platform, for instance, Vertoz’s Ingenious Plex, captures the clients’ first-party data. The basic retargeting like showing the products browsed by the customers, cross-sold goods, or just simply products left in shopping carts, undoubtedly helps to increase the chances of conversion.
But combining that with DCO, which creates an ad copy with stylistic elements such as the call to action, copy choice, and formatting modified to suit the viewers’ preferences, has a multifold impact on inspiring a response from them.
Dynamic creative optimization improves the effectiveness of a campaign by delivering highly personalized ads. This blog post is by no means a complete list of creative technology and industry terminologies. The underlying speed is changing at a breakneck rate. We recommend you contact our product experts at Vertoz, a programmatic advertising company that strives to make the process of media buying and selling simpler and more efficient. We can help you with your advertising needs. Connect to our experts to learn more – https://vertoz.com/signup/advertiser/