The Potential of Dynamic Creative Optimization for Programmatic Mobile Advertising

Nov 19, 2016
By: Marissa Camilli

Companies can no longer trust in a static, unchanging ad to attract the attention of mobile viewers. By investing in Dynamic Creative Optimization (DCO), companies can break away from a significant group of campaigns not using unique creatives for every placement. A recent Thalamus study showed that a unique creative for specified targeted placement is not used in 97 percent of campaigns.

Learn more about dynamic creative optimization and how it can deliver more effective ads to targeted audiences below.

What is the Language of Dynamic Creative Optimization?

Programmatic mobile advertising relies on software to automatically buy and sell desired mobile ad inventory. Dynamic creative optimization, as part of programmatic creative, is generally used for organizations with a significant ad budget. A number of factors should be discussed as many are confused as to the relationship between programmatic creative and dynamic creative optimization. The following definitions should clarify their use and associated opportunities.

Programmatic Creative:
Advertising technologies used to add automation, scale, and speed to the creative process. These technologies are used in creative optimization and ad production. People use programmatic creative to combine data and creativity to tell more effective and resonating brand stories. It allows improved message testing, and automatic optimization and can assist designers in faster turnaround of a large volume of ads. Technologies incorporate software automation, big data integration and computer-enabled workflows.

Dynamic Creative Optimization (DCO):
DCO is one aspect of programmatic creative. It works like an ad factory. Data feeds and rule sets are used to create unique creative in DCO ad units. Its original goal was to retarget shoppers that had viewed products, or in response to cart abandonment. General types of data requested are time, location, ad placement, device, and retargeting information. The optimization aspect is related to elements such as offers, images, ad copy and button color. In general, this approach is used in large direct response campaigns — where served impressions and tracking ROI are important.

In summary, DCO is encompassed within programmatic creative. Data is pulled from special offers, store information and product catalogues for DCO ad units. Optimal results require formatting consistency of image assets and text.

Should You Consider Dynamic Creative Optimization?

DCO, as part of programmatic mobile advertising, takes a few weeks to setup. Although it requires time at the outset, the creative versioning is pre-programmed and is plan-and-buy to support an organization’s marketing strategy in real-time. Businesses that plan campaigns in advance are well-suited to implement DCO as part of their programmatic creative.

DCO is useful for organizations responsible for budgets of million+ impressions in a direct response campaign involving multiple products. Those that experience success with DCO have a well-organized data feed, use data drivers such as location, device or time, and carefully plan out their advertising in advance. The technology is complex, therefore all variables should be set up before beginning the campaign itself.

Mobile advertisers need to be as relevant as possible in their retargeting efforts in a highly competitive marketplace. DCO has shown significant increases in CTRs and has reduced cost metrics. This is all while letting ads be automatically created via the software, data and guiding rules.

Why Has Dynamic Creative Optimization Become Popular?

Dynamic Creative Optimization was in its infancy in 2011. Even then, case studies demonstrated that CTR increased to more than 100% when compared to non-personalized creative. In addition, cost metric decreased approximately 60-70%. DCO allows for more specific messages on offered ads and with ads made on the fly without additional input from the creative department. Marketers and publishers are using DCO to connect with their audiences and retarget to them wherever they may wander online.

DCO has potential for prospecting campaigns and more. It can be used in retargeting, loyalty programs, new customer acquisition and awareness campaigns. New DCO ads can be spiced up with features such as a promotion countdown clock, search box, drop-down menu, product carousel, and product price comparison display. Advertisers can now improve performance and deliver more relevant experiences to targeted audiences.
Follow us at Digital Turbine to stay abreast of the latest applications of DCO in programmatic mobile advertising.

Marissa Camilli
By Marissa Camilli
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