What is Dynamic Creative?
You most likely encounter dynamic creative every day. If you’ve ever received an ad reminding you about something you’ve viewed or left in your basket, you’ve encountered dynamic creative, which has long been a mainstay of retargeting advertising. An ad template is structured with interchangeable components that can be swapped in (such as industry email list different imagery) based on the people being reached and the product they engage with or are most suited to.
That’s what makes it dynamic– it varies according to the recipient, as opposed to static ad creative that doesn’t. Dynamic creative can respond to variables such as user behavior, location, device, and demographics. These dynamic ads can reference the nearest store that’s stocking the promoted product or offering an exclusive deal, for example.
DCO takes it to the next level, using machine learning If you’ve ever received an ad reminding to orchestrate real-time optimizations to the dynamic creative within a campaign. This supercharges its relevance, personalization, and impact. A sudden heatwave arrives? DCO can use real-time key points for streamlining call center operations weather data to display a retailer’s summer clothing and barbecue products to people in the affected location.
Find out more about how Acxiom’s Real-time Personalization offering helps power DCO.
Addressable Creative vs. Dynamic Creative
Dynamic creative is a form of addressable (or programmatic) creative, rather than a different type of advertising. Addressable advertising uses data to automatically serve audiences with an ad type that’s optimized for their customer profile – whether that be their age, location, or another demographic characteristic. The advertiser sets the parameters, then the technology does the rest – including buying ad inventory – with minimal human involvement.
In the case of dynamic creative optimization, artificial intelligence, and machine learning sift through the available creative assets and messaging united states business directory combinations to match an optimized ad variant to the user.
Why is Dynamic Creative Optimization important?
DCO can help marketers and advertisers meet the twin If you’ve ever received an ad reminding pressures of personalization and driving higher ROI.
As discussed, the majority of users expect a personalized ad experience. And this carries tacit benefits for brands, too. More relevant and personalized ads improve brand image and reputation by showing an understanding of customers’ needs.
DCO algorithms are also more reliable and precise than advertising teams trying to make dynamic ad combinations themselves.