DCO DEMYSTIFIED: Amplify marketing with Dynamic Content Optimization.
In part 1 we defined DCO and discussed the effectiveness of utilizing creative programmatic marketing to improve relevance for consumers and increase ad performance. Now, we’ll look at DCO as an opportunity for brands to optimize the customer experience and define goals around creative innovation and channel efficiency.
We’ve entered the era of audience-driven advertising. Consumers are in control and should be. But potential purchasers are immersed in the digital world of mobile, gaming, personal assistants, and wearable technology. How can brands communicate relevant, timely content wherever consumers are engaging across the digital ecosystem?
DCO. Dynamic Creative/Content Optimization is a technology approach that creates real-time personalized ads based on data about the viewer and the context the viewer is in. This type of programmatic creative utilizes AI and machine learning to load the most relevant and optimized marketing materials and campaigns in real-time. Including an item-specific headline in an abandoned cart retargeting reminder, for example, is a common form DCO.
But beyond the basics, insight-driven DCO requires a shift in mindset. Can a fresh perspective benefit the user experience and boost the bottom line?
“It is optimizing the next interaction with the customer,” according to Jim Vogel, Senior Director, MarTech and Experience Platforms at Wunderman Thompson Commerce & Technology. “We can create impactful, engaging encounters.” Although ultimately driving a transaction, considering content as both product-focused and consumer-centric is valuable. Living-thinking-decision-making humans do not want to be recipients of endless generalized, anonymized display ads and email campaigns.
From website visits to mobile app interactions to paid advertisement clicks, envision the experience of multiple consumer encounters with a brand. It’s easy to see why configuring automatic creative decisioning increases the likelihood of a consumer purchase.
Enhanced relevance starts with a rigorous strategy. To drive incremental value, brands need to think beyond a primarily tactical approach. Understand audiences, context, messaging, and prioritize flexible delivery across formats, media channels, and technology. Improve processes and technical setup for more efficient scaling to other programs and markets.
Delivering the right message at the right time in the right context means personalized headlines, layouts, and promos within specific parameters like location and weather. Although it is generally preferable to optimize a smaller number of variables initially, practically any data source, including behavior, demographics, and device type, can inform a dynamic ad.
It’s clear to see why dynamic ads outperform static ones. To increase ROAS, increase personalized creative output – Is it that simple? Remember, dynamic content can exist without optimization. Utilize business intelligence reporting to track performance and utilization. Test. Re-target. Leverage data and learnings to refine and optimize the data-based content experience.
And consider the bigger strategic picture. Dynamic creative optimization represents brand opportunity. Innovate tracks with AI decisioning factors in time-of-day, seasonality, and user preference. Expand channels by recognizing the huge creative potential in video and social. Deliver at scale through digital asset production.
To get there, ask the right questions. DCO is most effective in response to specific brand priorities. Adapt to the consumer. Determine what resonates and define what your brand goals are.
INCREASED PERFORMANCE: “I just want to drive performance and to improve KPIs through more relevant creative.”
PRODUCTION EFFICIENCY: “I have limited creative assets but need to make better use of them, fast.”
TEST & LEARN: “I want to discover empirically what my customers like and dislike to know my audiences better.”
ACCELERATE ADOPTION: “I want to set up personalization in all markets, products, languages, and brands, integrating product feeds.”
OPTIMIZE DCO: “I need to improve our DCO program in order to boost our ROAS and lower customer acquisition costs.”
Ultimately, brands are focused on promoting their message and offerings. Advertisers are intent on maximizing the likelihood of a purchase. Consumers are dependent on an easy and informative purchasing experience.
Embrace the intersection of technology, creative communication, and personalized product promotion with dynamic creative optimization. There are billions of impressions waiting. Quite simply: Fewer ads. Bigger impact. Let’s go, DCO!
