Dynamic creative optimisation isn’t right for every marketing team.
It could be that a form of audience-based personalisation, or feed-driven dynamic ad is what your brand needs. For example, are you looking for the ability to just stay relevant to viewers? Then maybe a simpler form of campaign that uses a data feed that shows updating live odds, seasonal offers, or stock market data might be more appropriate.
However, if you are already doing this and need to create campaigns for a variety of different audiences, then DCO is the answer.
An automatic optimisation algorithm, as found in DCO, alters how your ads are bought, targeted, and composed based on live performance data and user behaviour. Running automatic optimisation enables you to reach campaign goals and reduce costs.
An even better alternative is to use a creative management platform, CMP, to create your DCO creative. Then you can fully use dynamic designs with a DCO platform of your choice.
What are some of the benefits of DCO for display ad personalisation?
Higher engagement > conversion > ROI
DCO enables marketers to communicate with your audience in a personalised and constantly optimised way, at scale. As you learn more about the audience and your targeting becomes more specific, performance improves dramatically.
One of the best benefits of DCO is, it offers display automation. When you are running campaigns with a large size of inventory, it’s difficult to define a storyline for each and every product, but through DCO, you can actually automate your storyline across multiple products within the same product line. This helps to save time, save cost and increase the efficiency of your display campaigns.
Through DCO, you can set up a customised remarketing strategy based on the way users have interacted with your website (viewed products, searches, shopping cart activity, etc). In a nutshell customised remarketing is remarketing which is tailor made for each user.
DCO in-house vs DCO done by an ad network (such as Adform) – what should I do?
If coding skills are not present in your team, then you need a DCO platform or interface. Whether you use it yourself, or an agency does it for you, the process is the same.
So the argument, In-house vs. Agency is exactly the same when using DCO as it is for standard programmatic advertising. In most cases In-house gives more control and transparency then agencies, but requires higher competency.
Very few can bring DCO in-house due to the complexity of producing the DCO creatives – requiring extensive coding and has a tendency to fall very far away from the design team. Therefore the majority of advertisers doing DCO are outsourcing productions to agencies at high costs and lead time.
This is where a creative management platform, such as Bannerflow gives an edge by allowing designers to produce DCO creatives in the same user friendly way as with standard display creatives.
Additionally, since producing DCO creatives the manual way requires a lot of technical implementations to comply with the specific DCO platform’s requirements, Bannerflow handles this for the customer, automatically packaging the DCO creatives according to the DCO platform’s requirements.
How is DCO different from retargeting?
Retargeting is the most common form of DCO as it is, quite simply, the adjusting of content within an ad to match the information available about the user. This is DCO and one-to-one personalisation in its most understandable form.