why your business should invest in dynamic creative optimisation
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.
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 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.
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.
our highly specialized, technology team delivers on outcomes consistently.
if you are interested in a better kind of digital marketing we're here to help you scale.
what exactly is dynamic creative optimisation ?
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.
common mistakes organisations make when implementing dynamic creative optimisation
when you decide to invest in programmatic dynamic creative optimisation (dco), here are few challenges we help you overcome.
Lack of data - The first missed opportunity is lack of data, or the inability to use depths of data in DCO. DCO offers advertisers virtually unlimited opportunities to show an ad that is precisely relevant for a user - and therefore far more likely to instigate the desired action. But DCO campaigns are only as good as the data that powers them.
Lack of attribution - The second missed opportunity is lack of attribution. We’ve long campaigned against the use of the highly flawed last-click attribution model, and now even Google has ditched it in an effort to ‘provide more accurate, precise and privacy-centric measurement to marketers’.
Using static ads - A static ad features an unchanging image, while dynamic ads deliver a far richer experience by showing multiple products, images, and motion.
Not having the right inventory - In order to run DCO ads (or any ad for that matter) you need inventory. That means the perfect ad sizes on the sites your ideal customers are more likely to visit.
Supplying social media assets - With DCO ads you can run tens of thousands of potential ad variations, all perfectly tailored to the person who sees each ad. But in order to create these ads, you need the right assets.
best practices for setting up (dco) dynamic creative optimisation
Choose assets that make sense together when combined we recommend that you prioritize quality over quantity. It's better to combine 2 strong assets than several assets you're not as confident about.
Use multiple call-to-action buttons What do you want people to do after they see your ad? Try a few different buttons to find out which are effective.
Reach the right people Combine dynamic creative with Meta Pixel so you can track the results of your ads and understand who's visiting your website.
Keep text short, clear and to the point People quickly scan content portals, social media feeds and Stories.
Draw attention to your image Create ads with a single point of focus. Check out our design tips to get started.
Make images more noticeable with movement Add time-lapse, looping and animation with free and easy-to-use apps like Hyperlapse, Boomerang, Legend, Videoshop, Adobe PhotoShop Express and Adobe Spark.
Put the most captivating elements of your video in the first few seconds Showcase your brand identity right away so people see and remember it, then bookend with your brand at the end. Trim your video to 15 seconds or less.
Choose the best aspect ratio for the placement Most people hold their phones vertically so choose a vertical aspect ratio for social media Feed and Stories based inventory.
top reasons why dynamic creative optimisation (dco) is important for your business
With personalized content in the ad, it speaks directly to the consumer and their needs, which increases its effectiveness.
According to Adlucent, 71% of consumers prefer personalized ads, which results in a higher Click-Through Rate (CTR). So, it’s easy to say; relevant ads are a must for successful digital advertising.
Customer journeys are not all identical, and DCO helps prepare brands for this. The process of DCO is data-informed: it minimizes a lengthy process of creation, scales it, collects data, and makes optimizations.
DCO’s smart and personalized messaging enables you to speak to different users’ pain points, needs, etc. It helps people feel connected to your brand. Studies show that users are almost twice as likely to click on an ad for an unknown brand or product if it is personalized.
Ad Fatigue is when people see your ads multiple times, usually with the same creative. With countless variations of ads made possible with DCO, it stays fresh for your consumers.
With the automation of effective ads and better CTR, you’ll also be able to save on wasted ad spend. You wouldn’t be casting a wide net hoping to catch whoever you can. Instead, you’ll have strategically placed nets with specialty bait to catch big fish!
why we are the best people to do this for you ?
In a global landscape marked by continuous technology reinvention and increased competition, we bring you the expertise to help you navigate the space where technology complexity and business criticality converge, making a future-ready digital strategy a reality – today.
we work with you to build a solution for today and a roadmap for tomorrow, taking a personal approach to understanding your current pain points and drawing on our experience to recommend the best path forward.
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