Dynamic Creative Optimisations

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Most advertisers should have 3 requirements for a good campaign: right time, right place and right message. However, somewhere the last requirement seems to be getting lost. Even though the audience, device and geographical location are important, the creative messaging can be the difference between just serving an ad to a user and that user engaging with that creative. This is where dynamic creative optimisation can help.

Dynamic Creative Optimisation enables advertisers to serve the most effective ad content to the most relevant user. It makes it easier to swap out the dynamic elements of the ad, such as call-to-action (CTA) text, exit URLs, images, and more, either manually or programmatically based on targeting rules of the campaign.

When testing DCO, we found that against our standard creative, the DCO creative had a 30% higher CTR. As dynamic creatives become more advanced these numbers are set to increase.

Right now DCO can engage the viewer by delivering an extra level of assurance in online advertising and even possibly a competitive advantage for the advertiser. But what are the specifics of DCO and what are its main advantages over standard creative?

There are  two primary ways that DCO can be used to further campaigns – creative testing & optimisation or  automatic creative updates. Creative testing is when the creative changes different elements to see which one performs better. For example is the CTA ‘Find out more’ more efficient than ‘’Find out more’. Automatic creative update however, is when the creative will change according the user’s location/age/etc, or even when an event/sale might end. For example during a campaign where there is a ‘50% off’ deal, you can change the creative messaging to show a count-down of how long left until the sale ends, or to show the nearest location of a shop based on an IP address.

At Audience Store we use DCO for both testing and update purposes to positive effect for advertisers. Testing calls to action to see what works provides data that advertisers can then use in other harder to test channels such as press. DCOs auto update allows us to show a more relevant message to a particular person at a particular time cost effectively and without having to build out multiple creative sets.

There are advantages to using DCO with both of these methods. It will save creative time, as there is no need to make different iterations for every part of the campaign, and it allows you to test different creative solutions. For this to work well the creative team, the agency and the client have to work together closely in order to work out the dynamic elements, how they effect the campaign, and what the best solution is. This will allow them to get the most out of the campaign.

It is also still possible to combine the same beautiful design with dynamic elements of the creative. When it comes to dynamic, the focus is so much in the capabilities that we lose our vision of the design of the creative. However, the best part of DCO is that you can have both. The Facebook VP of Global Marketing Solutions Carolyn Everson was quoted by AdExchanger:

Ideas matter more now than they ever have, no matter how much data we all have; no matter how many algorithms you want to look at across the different sites; no matter how many things have become automated – the truth is big ideas still dominate.

DCO can really benefit all parties involved but there are a couple of guidelines that would be advised. Firstly, make sure the dynamic changes in the creative link to the KPIs of the campaign, this way the dynamic creative can reach its full potential. Make sure the promotions created are fit for the audience and will drive conversion or help move a user along the purchase funnel. Secondly, try to keep it fresh. DCO messaging and promotions can be changed and switched around to react in real time to ongoing events, similar to the example above. Lastly, try not to scare your audience, receiving an ad with a message like “Hey Jen, make sure you get those theatre tickets you were looking at” will make the user very uncomfortable, advertisers need to make sure they are being sensitive to user’s privacy and following strict guidelines on such issues.

There can be so many benefits for dynamic creative optimisation, I feel the major benefit is that it enables advertisers to serve the most effective ad content to the most relevant user. This is not something advertisers should skip as it can be so impactful on a campaign.


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