Dynamic creative optimization (DCO) is a form of ad display technology that enables advertisers to optimize ads based on real-time viewer data. DCO is often used for product retargeting ads. It relies on machine learning to look at different ad asset combinations to pick the best headlines and CTAs for your viewers. Dynamic creative optimization looks at targeting variables such as device and location in real-time and runs multivariate testing to give your ads the best chance of reaching your customers.
In this article, we’ll cover everything you need to know about dynamic creative optimization, including how it works, how it’s different from a creative management platform (CMP), and how you can set up a campaign.
Dynamic creative optimization is needed to provide personalized and relevant content for your viewers. It ensures that your clients receive a unique experience on your website with the ads that will be most appealing to them.
There are two levels of dynamic creative optimization:
A creative management platform is a cloud-based platform that can produce the dynamic designs needed for a DCO campaign. A CMP can pre-build ads for different viewers as well as measure the ad performance.
DCO refers to the real-time technology that enables these ads to gather different creative assets to create content that’s both tailored and dynamic.
You should use CMP for DCO since CMP provides the dynamic capabilities needed for up-to-date content. DCOs provide the real-time technology while CMPs enable the creative, no heavy pre-programming or data feed integrations required.
Dynamic creative refers to how the creative ad components are assembled based on the viewer’s needs and preferences. Dynamic creative optimization is more advanced, relying on real-time data feeds, testing, and historical data to optimize ad performance.
Real world examples of dynamic creative optimization include:
Benefits of DCO include:
Here are the necessary steps for setting up a DCO campaign:
Create detailed buyer personas for each campaign.
Knowing where your viewers shop is crucial information for DCO. Your website analytics can provide you with this information.
Geographic targeting can help you maximize your reach by segmenting your audience according to the top performing markets.
Create copy that appeals to each step of the buyer journey. You can make several versions of ad copy and test them with the DCO to see which is most successful.
Connect your DCO with your DMP to ensure that you have a full understanding of your customer with the most accurate data available.
A decision matrix can help you figure out which ad is presented to your customer segment. Your DCO will likely prompt you to set up a decision matrix when you set up your campaign.
Dynamic creative optimization can bolster your ad capabilities and ensure that you’re reaching your goal clientele. See how 7 Target™ can help you create dynamic ads with the power of big data across multiple devices.