In the ever-evolving e-commerce space, brands are leveraging innovative technologies to reach new audiences and shore up their market share. Therefore, publishers are looking at personalization for grabbing more eyeballs and staying relevant. One such exciting way of achieving this is through Dynamic Creative Optimization (DCO). If you’re someone looking to change the dynamics of your branding, this one’s for you.
Understanding Dynamic Creative Optimization
DCO is a unique way of displaying personalized ad content and creative elements based on customer data. It is ad-serving that employs machine learning algorithms mining user data, such as product reviews, shopping history, age, gender, and geolocations, among others. It improves user engagement and boosts the overall metrics with the help of customized ad environments and enhanced personalization. User data sharpens the AI in tech and creates ads that engage your audience.
Types of Ad Campaigns
Mixing the developments of data and targeting, dynamic creatives are set to rule the game. Here are the different types of dynamic creative campaigns:
- Geo-targeting Campaigns
- Location Based Advertising
- Behavioral Prospecting
- Target and Retarget
- Be Selective and Consistent
- Monitor and Test
Geotargeting has been around for a while, and could well be the origin of location-based advertising. This feature uses real-time location data provided by the mobile IP addresses. The method can help you display mobile ads to potential customers who are close to the geolocation.
This is one of the interesting ways of targeting an audience through dynamic creatives which combines mobile advertising with location-based services. The technology extracts consumer’s location, and showcases location-based advertisements on their smartphones. Business owners can create ad campaigns that show your offers to the people who are near your store.
Here’s another excellent type of campaign focusing on targeted audiences through dynamic creatives. Behavioral campaigns are driven by pre-examined data based on both first and third-party data. These are further identified by brands to target their desired customers.
The Best Practices
There are various ways to efficiently use dynamic creatives and reap their benefits through Dynamic Creative Optimization. Here are some effective practices:
This type of marketing works at two levels. The conceptual plane uses data and market research while the technical plane involves website tracking, user behavior, and browser cookie setting. The primary objective is to create effective buyer personas to build your creative design.
You should only focus on two things. “Are you using the right elements?” and “Are you consistent in your marketing objectives?” Be quite selective in adding creative elements to your ads – too much of it can have different repercussions, while too little of it can be less effective.
It is important to monitor your performance at the beginning of your campaign and test the efficacy of the ads. If the creatives can achieve the goals consistently, raise the bar slightly, and run the same promotions to check if those campaigns connect even more with your target audience.
Dynamic creative optimization is complicated, but effective. You can get great results if you learn and implement this prolific method in the right way. If you don’t want to do this yourself and want the experts to come in, we can help you. Allow us to grow your business digitally by contacting us at Responsive Media Tech Services.
