Additional services
      Back to home
      1. Helpdesk
      2. Knowledge Base
      3. Additional services

      Dynamic Creative Optimization

      What is Dynamic Creative Optimization (DCO)?

      Dynamic Creative Optimization is the technique of creating personalized ads using display ad technology. The process involves the utilization of the data and details when the ad is being served. DCO uses programmatic means to create real-time advertising campaigns. The idea is to improve the impact of your campaign by infusing them with real-time data.

      The data used is data that varies over time: 

      • Weather

      Temperature, rain, snow, ice, humidity, wind direction/speed, etc.

      • Road traffic

      Traffic speed, journey times, accidents, driving conditions, transport schedules, etc.

      • Health/beauty

      Good/bad hair days, risk of arthritis, migraine or allergies, sinus headaches or health and beauty outcomes, etc.

      • Lifestyle

      Soil moisture, barbecue season, outdoor concert conditions, sailing conditions,

      running or jogging conditions, terrain conditions, etc.

      • Sports

      Games, team or specific player scoring a goal, or a victory, etc.

      ... 

       

      Creatives created with DCO can include images, videos, text and custom calls to action. Today's so-called "new consumer" is more demanding and seeks this personalization. With DCO, users see an ad that is designed for them, rather than a generic ad that may not be relevant or interesting. In addition, personalization promotes customer engagement and loyalty.

      DCO works by creating several variations of the creative, each with different design, text and targeting elements. The algorithm then uses real-time data to determine which version of the ad is most likely to generate a conversion.

      Examples: 

      • Update sports betting odds 
      • Display the amount of sales and promotions
      • Show airfares in a hotel ad
      • Displaying the time of cinema screenings for the promotion of a film
      • Broadcast the campaign according to the number of people near the point of sale

      ...

       

      The advantages of DCO are numerous.

      Firstly, it’s a fully automated practice and therefore saves advertisers time.

      Secondly, it allows for real-time personalization, which improves the user experience and can increase conversion rates. Advertisers can also quickly test and optimise different versions of the ad, which can help reduce costs by eliminating the worst performing versions. DCO emphasizes the delivery of innovative and unique creatives and allows for targeting optimisation.

      Finally, this method offers advertisers the possibility to adapt to real-time trends, such as seasonal events, lifestyles and consumer behavior etc.

      In conclusion, Dynamic Creative Optimization is an innovative method in advertising to improve campaign performance. Although DCO may require significant investment in terms of resources and time, the potential benefits in terms of conversion rates, reduced advertising costs and time savings are often well worth it for advertisers looking to improve their advertising results.

       

      DCO has been developed at Displayce with the aim of offering real exclusivity for our clients. Thanks to specific connections with each publisher, you can make your DCO campaigns according to your needs.

       

      Manage DCO: 

       

      To manage DCO effectively, here are some key steps you can follow:

       

      1. Define your goals and KPIs: Before launching a DCO campaign, it's important to define your goals and key performance indicators (KPIs). This will help you measure the effectiveness of your campaign and make data-driven decisions.

      2. Develop a data strategy: DCO relies heavily on data, so it's important to have a solid data strategy in place. This includes identifying the data sources you will use, defining the data variables you will collect, and determining how you will manage and analyze the data.

      3. Create a content strategy: With DCO, you can personalize your ad creatives based on individual user attributes and behaviors. This requires developing a content strategy that includes a variety of ad creatives (e.g., images, videos, text) that can be combined in different ways to create personalized ads.

      4. Set up your DCO campaign: This includes defining your targeting parameters, creating your ad creatives, and setting up your data feeds.

      5. Monitor and optimize your campaign: With DCO, you can track the performance of your ads in real-time and make adjustments as needed. Continuously monitor your campaign performance and optimize your targeting, creatives, and data strategy to improve results.

      Overall, managing DCO requires a strong understanding of data, content, and technology. By following these key steps, you can create effective DCO campaigns that deliver personalized ads to your target audience in real-time.

       

      ManageDCO

       

      DCO with Displayce

       

      Deadlines:

      • 1 month from the moment we receive all the elements

      To launch a DCO campaign you need these elements: 

      • a template video (.mp4): this video will be the background of the ad
      • a preview video (.mp4): this video will contain the desired result, including all the desired animated elements
      • a backup video (.mp4): this video will play when there is no connection. It must be a video without dynamic elements
      • the source files (.ae, .psd, .ai etc.). If there is dynamic text, we need the font/typeface file, or you risk having an approximate rendering
      • The API that integrates the dynamic information

       

      See Managing DCO with Displayce