Advertisements have a quick 50/50 chance to “pitch” itself to online users once exposed. Upon first glance, an ad’s illustration and what it promotes yields the make-it-or-break-it factor for users. Ads connecting to the user is left to either be closed and skipped, or clicked on with interest.
Thus, personalizing your campaigns is something that you should consider in order to gain more interest from users. A starting point on how to effectively optimize your campaigns is through Dynamic Creative Optimization, or DCO. We recently discussed how you can optimize your performance with DCO by introducing the ad technology and briefly mentioning why it is crucial for your campaign optimization. Today, we will share what DCO’s capabilities are when it comes to creatively optimizing your campaigns.
DCO is essentially a technology that can personalize campaigns. DCO generates through the following three factors: format, data, and dynamic element. Let us walk through each format.
As a native advertising company, we offer native formats for clients’ campaigns. We believe that the look and feel of a native advertorial promotes a better online user experience. Through Native Outstream or High Impact Ads, selecting the right format when implementing DCO is already a start to personalizing an ad. This is because the native format does not interrupt the flow of reading for users, thus inviting an organic way of contact to the user.
With DCO, there are six different parameters that can be tailored automatically to its respective campaign. The parameters that optimize a campaign are as follows: location, device, time, day of the week, holiday, and weather. DCO collects data on these six parameters, which accurately approaches and appeal to the end user. For instance, when you have data about a user who often seeks clothing deals on Fridays and lives in a location with consistently warm weather, DCO technology can individualize a campaign by “matching” that user with a campaign about the hottest trends and discounts on summer clothing for a night out. The more data that you collect, the more capable DCO can produce more personalized campaigns.
The final step of the DCO generation process is the dynamic element. The campaign consists of an image, a corresponding text, and a URL that links to the respective owner of the ad. Dynamic element has the ability to adjust an individualized display in real time toward the user profile. This is what makes it highly optimizing. Especially effective, the DCO campaign essentially acts a chameleon to fit the needs of the online user, which gives them a better user experience.
Why go DCO?
DCO is a great way to connect to online users due to its personalization capabilities that are based on the included parameters. We recently shared a case study with a plista e-commerce client who utilized DCO technology into their campaigns channeled towards users in Berlin and in Hamburg. As a result, we found that DCO yields more interaction from clients. The customized adverts for clients’ products make for an easy exchange of elements. For example, this includes message, imagery and a call to action. These personalized campaigns are controlled as they are in contact with the right user at the right environment and time. Creative optimization is a trend this year, and with DCO’s ability to display elements in real time and in dynamic, individualizing tactics, campaigns are sure to encounter more user interaction.
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Posted by Danielle Borao