Advertisers should focus more on Dynamic Creative Optimization

Data-driven advertising is a must in order to achieve greater brand awareness and address different target groups individually. But what are the reasons for DCO and why is it worthwhile?

1. increase effectiveness

DCO can be used to test a wide range of creatives. This gives advertisers a quick insight into which creative works particularly well or where there is still room for optimization. It is also possible to test which call-to-action performs better or which creative is better received by the user. DCO has a wide range of applications and can be used for advertising media in the display area, for out-of-home and for online audio.

2. remain dynamic and flexible

DCO campaigns do not deliver static messages, but are an individual dialog with the customer. This is particularly helpful if several messages or products are to be played out within one campaign. The dynamism and flexibility that DCO offers not only applies to campaigns with multiple objectives, but also to the data used and optimization. If a certain motif is not clicked on very well, it can be replaced in real time.

3. maximum individualization

DCO enables communication on a much more personal level, as different target groups can be addressed within one campaign. This eliminates the need to develop and set up multiple campaigns. This also applies to the browser language, which adapts in real time. The tailored content arouses the user's interest and thus increases the relevance of the ad.

4. include external factors

If external factors such as the weather play a special role for a brand's products or services, they can be integrated into advertising materials in real time with DCO. If the weather is sunny, for example, swimwear and beach items can be advertised, while outdoor clothing is the focus if it is raining. Of course, there are many other data points that campaigns can access. But DCO is also worthwhile for companies for which external factors are of secondary importance. If a company actively integrates match data into the advertising material during a major event such as the football World Cup, for example, it increases the importance of its product.

5. less effort

DCO reduces the duration and complexity of campaign setup. Media buyers have more room for optimization, for example. In addition, the manual work of data preparation, analysis and delivery is eliminated, as the technology takes care of most of it. Once the initial performance results have been evaluated, the campaign motifs can be replaced accordingly. There is no need for a creative agency to develop new creatives first. This also applies to the implementation of always-on campaigns, which adapt independently according to the month or season.

Ludivine Vitet, Managing Partner at ADventori, explains: "DCO offers advertisers a range of benefits that they can use not only to increase their brand awareness, but also to benefit from in the long term. To begin with, I recommend starting with a small pool of creatives and data points. More complex DCO campaigns can then be developed on the basis of experience."