Dynamic Creative Optimization (DCO) was introduced for traders ten years ago, but after the initial excitement, the implementation and delivery of the use cases do not match expectations. However, today, the ACD is mounted on a new wave of adoption by advertisers and agencies.
Gartner shows rising COD on the “slope of enlightenment” for its Digital Marketing and Advertising Hype Cycle in July 2016. According to Gartner, this is the phase where “multiple instances of how technology can benefit the start now to crystallize and become more widely understood. “We believe that several factors contribute to this newfound enthusiasm.
Five reasons why COD back and stronger than ever
1. Programmatic Advertising Powers COD and retargeting
Before the platforms on demand (DSP) and real-time bidding ( RTB), media for COD was purchased directly from the publisher or ad network. Get a sufficient scale and the unique scope could be a challenge-an advertiser had to buy more advertising media publishers or networks. Reaching many small and granular public required a manual and tedious process set-up. This lack of efficiency and there was no user de-dupe means targeting between inventory partners.
Being able to retarget ads to consumers who show interest in the products and services through their online behavior is an important application of COD and RTB technologies. The combination of the ACD for purchase on the real-time audience base through a DSP addresses key challenges around the scale and the unique scope. The DSP is integrated with many ad inventory sources to the maximum scale and commands such as the frequency limit in the overall inventory, allowing the advertiser to better manage the scale and scope. Advertisers now have access to vast amounts of data and technological advanced platforms to apply these data to display advertising campaigns.
2. COD Moves Beyond retargeting
From the beginning, the ACD was used primarily by the retail industries and retargeting travel consumers high value added with advertising. Given the large number of possible permutations for ads (thousands of references or combinations origination / destination) retail and travel, it is the logical vertical to be the first to adopt ACD. But advertisers now grasp how COD can be used beyond retargeting for campaigns through the marketing funnel and across verticals.
While COD campaigns at the lower end of the meaning of programs have retargeting and always funnel loyalty, ACD is also now applied to campaigns of exploration and top of the funnel awareness. Although little is known about a user (for example, from a Geo prospecting), ACD can algorithmically optimize ad content to drive better performance for the advertiser. ACD assesses all possible permutations ads and maximizes the creative elements and delivering the most efficient option for the objectives of the advertiser. Any vertical that has audience granular data can benefit from the ACD.
3. It is all about experience
Consumers are engaging with brands through multiple digital devices and channels and expect a personalized, consistent experience and convincing when and where they are accessing content of the brand. This is truer today than ever before. The fact that ad blocking is rising sends a clear signal that consumers are demanding better ad experiences.
COD is the solution advertisers need to deliver a better experience for their consumers. Advertisers have access to deeper knowledge of the audience than ever and DCO allows advertisers to deliver relevant and engaging advertising experience, and in turn drive better engagement and performance.
4. Data streams are everywhere
A key element of the ACD is the data stream. This is the content that is used to fill a dynamic ad in real time. In a change from just a few years ago, many advertisers now use data flow regularly to power their online advertising.
In addition, the COD technology has become more flexible in the ingestion of data and it does not require more than a third supplier. For example, a Google Merchant Center feed can easily be translated to COD and an Excel file can be mapped to COD.
digital advertisers are generally more comfortable to use flow data and client files to power their advertising campaigns, and they have a greater awareness of how ACD support data flow.
5. Creative Flexibility
While the first COD suppliers necessary for an advertiser to choose from a set of predefined and rigid models, today’s solutions offer COD agency and advertiser complete control and flexibility in the design of creative layout. ad dynamic models can be custom built to the advertiser so that they have control over how their brand is transmitted and lived by the consumer. The ad layout can include features such as a countdown clock promotion, dropdown, search form, and the carousel product, and can be delivered on mobile and on all devices.
What is the future of the ACD?
In the ACD approach “Plateau of Productivity” in the Gartner hype cycle, it will reach widespread adoption. We will continue to see advertisers better understand how and what COD can do for them. access to data and combined ad-buying technology with DCO allows advertisers to deliver relevant and personalized ads to drive better performance and improved ROI.
L last year, Adobe acquired Tumri the Collective, adding ACD to his pile of advertising technology alongside Adobe Media Optimizer, a programmatic platform ad-purchase cross-channel, and Adobe Audience manager, a management platform data (DMP).
this is the first in a series of five blogs on ACD. Stay tuned for blogs on that CDA can do for advertisers .