Dynamic Creative Optimization also know as Dynamic Creative relates to Display Ads, in today’s scenario most Digital Marketers are facing challenges to improve the performance of their display ad campaigns as most of them go with a static display marketing approach. Marketers try different creatives, ad copies, headlines, templates to improve the performance of their display campaigns, but still they are struggling with the performance of their campaigns. As we all know that display is a push marketing concept wherein we are trying to first grab the attention of the user, then communicate the product, then engage with the audience and then convert them into a sale/lead.
So how does one improve the performance of their campaign, communicate the product/service to the targeted audience effectively and engage them at every level of communication in the product journey?
Let’s understand in detail!
So What is Dynamic Creative Optimization (DCO) in Digital Marketing?
Dynamic Creative Optimization or Dynamic Creative refers to serving display ads through programmatic advertising with the help of real-time technology that ads scale, personalisation, automation and a storytelling approach. The dynamic creatives change automatically based on information about the user related to his behaviour, engagement, interest, location or context.
Below are few Dynamic Creative Optimization / Dynamic Creative variables which can be used dynamically for your display campaigns in real time, helping you to achieve higher ROI:
- Real Time or Live Streaming Data
- Sequential Messaging
- Weather API
- Timer DCO
- Remarketing Info
- Feed Based Customization
So let’s understand each variable with few cases we executed for path breaking campaigns with HockeyCurve’s cutting edge technology of DCO
Understanding Variables with DCO Case Studies / Dynamic Creative Case Studies
1. Real Time or Live Streaming Data
Real Time or Live Streaming Data variable, is a variable about what’s happening live in a match, on a TV show, on an awards function, technology event or any event which is live. Data or content pieces of that event can be automatically pulled on the display banners in realtime and served through programmatic advertising.
We executed DCO with Real Time variable for one of the biggest cricket event of the country, Indian Premier League (IPL 2017 & IPL 2018) for HotStar. This was the first time where in Live Streaming Data was used for one of the biggest event in the history on Digital Media. So let’s understand how did we approach, what we did and how we did!
To acquire users on Hotstar during the live IPL matches!
What we did?
Basis our research team data, we got to know that lot of users during live match, they visit different websites like Sports Keeda, Cricinfo, Cricbuzz and other sport websites, to check live score as they want to be updated at every level of the match. So, we then understood, what are the key events of interest which users look in a match. Key events include Who won the toss, Sixes, wickets, century, half century, bowler stats and match events. We then defined these key events as the cornerstone of the strategy for DCO by pulling realtime data while the match is live, for all the key aspects and then triggering these key aspects through DCO ads in realtime. Below are few real time DCO events of the campaign:
Player on Crease:
In realtime whenever the player get’s on the crease, the player name and image is pulled in realtime on the ad set, this also engage’s fan’s of players
Team with Run Rate:
The team which is batting, in real time the team name and the run rate is pulled on the banners to encourage excitement about the match.
IPL 6’s Counter:
To build more engagement of different events in the match, the 6 counter no’s are pulled in realtime on the banners automatically
Player Score Stats:
Displaying score’s of players in realtime to build curiosity for half century and century of players
Bowler achievements including current stats, hat tricks, 3+ Wickets, Quick wickets and other events are pulled in realtime on the ad sets with the name of the player.
Engaging fan’s of teams basis the match by highlighting the team name and asking questions to them
Engaging Regional Users:
Communicating different events in realtime, in regional language to engage with the match moments.
2. Sequential Messaging in DCO
What is Sequential Messaging in DCO?
Sequential Messaging is a variable through which you can build a story of a show, event, character, product or your brand. Through sequential messaging you can communicate to your audience with different communication pieces, this basically helps to communicate key events throughout the journey of communication, it helps to build engagement, keep the audience hooked at every level, build loyalty towards the brand and drive sales (in ecommerce). Here is a DCO example of how we used Sequential Messaging for an OTT brand, VOOT for new user acquisition and keeping the audience engaged with the shows on VOOT.
Big Boss Sequential Messaging DCO Campaign for VOOT
In television the key elements which drive the shows and make it popular are the characters of the show. So we decided to define a story of each character in Big Boss and keep the audience hooked with their favourite character by communicating the key elements of the show, so that they are excited to know more. Here is an example of a Big Boss campaign sequential messaging for a character called Priyank who was one of the contestants in Big Boss 11.
First Ad Set probs the audience, which build curiosity to watch the episode
Second Ad Set highlights, where the contestant has gone beyond the rules
The next ad set encourages audience to vote for Priyank
Flipkart Sequential Messaging DCO Campaign
Sequential Messaging can be done effectively for Ecommerce as the entire journey of the product can be captured and communicated to the audience effectively. The idea is to boost their decision making and reduce the time to purchase from the day of the site visit. Here is an example of a campaign we did for Flipkart for their product Samsung J7, targeting users who visited the Samsung J7 page
First ad set talks about the camera
Second ad set talks about the performance of the product
Third ad set talks about the speed, screen and reviews about the phone
Lastly, the ad set offers a special discount only to the user who was in the sequential messaging journey.
Sequential Messaging is a powerful variable which can increase your click through rates, resulting in increasing sales for your business. The key to make the variable successful is the storyline of your communication which you are communicating to your audience.
To know more about sequential messaging, refer article – Sequential Messaging: Storytelling on Digital Marketing
3. Weather API
With Weather API Integration variable you can feed live weather details on the banners in real time. This can help you to engage with your consumers and divert them to your brand communication messages. Here is an example of Weather API through DCO, wherein the weather details are automatically pulled in basis the city and the ad sets are served to the target audience on the online space. Weather API variable can be used to promote E-commerce products like sweaters, jackets, heaters, air conditioners and other relevant products.
Timer variable is a variable of DCO wherein you can integrate the time remaining in real time to start a particular event/match/festival/show. This kind of variable can be effectively used for TV Shows, New Year Events, Award Shows or any event, to build excited about the event/show with the target group. Here are few examples of Timer variable
(Match Timer from our IPL 2017 Campaign)
(Extra Time Timer from our FIFA 2018 Campaign)
(Sunburn Festival Timer from our Zee5 Campaign)
5. Remarketing Info
Remarketing info variable allows to create a remarking journey to an individual journey basis user’s behaviour on the website, basis user’s interaction on the ad unit.
Below is an example of one of our campaign for DID Lil Masters launch campaign, where we personalised the remarketing journey basis users behaviour on ad sets
(First Ad Set talks about the show is back)
(Second Ad set talks about the group performance)
(Third ad set talks about the judges)
(Fourth ad set talks about the next judge)
(Fifth ad set talks about celebrity guest coming on show)
Remarketing info variable is an effective technique to personalise and continue the marketing journey where the user left. Remarketing info has high CTR’s and returning visitors leading to high engagement on the site and high ROI (for ecommerce site)
6. Feed Based Customization in DCO
Feed based customisations are valid for advertisers who use data feeds for their advertising campaigns. Through this variable you can shows customise offers to users, shows similar products, shows viewed products, cross selling of products or similar brand products.
Below is an example of our Flipkart campaign where we used feed based customisations to trigger different offers in remarketing for abandoned cart users.
Another feed based customisation example of our Tanishq campaign, where products were triggered basis users behaviour on the site.
Feed based customisation can help you increase conversion rates by effectively remarketing products to users basis their behaviour, purchase intent and cart history.
What are the benefits of Dynamic Creative Optimization (DCO) / Dynamic Creatives?
Dynamic Creatives have lot of benefits over traditional display advertising and are considered to be very powerful in Digital Communication Strategy. Below are the benefits of Dynamic Creative Optimization over traditional display marketing.
- Story Telling
- Higher Engagement
- Display Automation
- Customised Remarketing
- Higher ROI
So let’s understand each of them in detail:
With the help of DCO, brands can define a story narrative for their messaging, which can be communicated effectively with the help of DCO. As we know, advertising is about storytelling, so in order to make your story effective and engaging, DCO helps you to not only put your story across to your audience, but make it impactful, relevant and engaging.
DCO campaigns with effective strategy will always have higher engagement because through DCO you are communicating with your audience in a personalised way and not directly selling your products but talking more about what’s there in the product/service to offer. This encourages users to consider your products/services during their decision making process.
One of the best benefits of DCO is, it offers Display Automation. When you are running campaigns which large size of inventory, it’s difficult to define a storyline for each and every product, but through DCO, you can actually automate your storyline across multiple products within same product line. This helps to save time, save cost and increase efficiency of your display campaigns.
Through DCO, you can define customized remarketing basis the way users have interacted with your website. In this process, you actually understand the users behaviour on your site, with what elements they have interacted on your site, searched on the site, selected on your site. Customised Remarketing in other words is personalised remarketing to each user.
DCO leads to higher ROI as it’s allows you to tell a story about your product, builds engagement within your target audience and automates the entire process of display channel. DCO can influence users to buy the product compared to static display approach. Effective strategy has to be deployed at every level of the funnel to increase higher ROI.
So what all things you need, to start with Dynamic Creative Optimization (DCO)?
- Programmatic Advertising
- Communication Strategy
- Creative Management Platform
- Data Intelligence Platform
- Advanced Analytics
To start with DCO, you need programmatic advertising solution in order to target your audience basis their behaviour and buy media across different publishers. Through programmatic advertising, you have a huge pool of inventory options, through which you can buy media effectively with lower costs and integrate DCO elements throughout your marketing journey.
DCO Communication Strategy
DCO communication strategy is very important for your campaign to perform. DCO communication strategy is the key messaging which you would be communicating with your audience basis the products/services you would be marketing. The communication strategy has to be effectively defined which will help to communicate with your audience effectively and encourage them to consider your brand.
Creative Management Platform
It is one of the important aspects of the DCO process, Creative Management Platform (CMP) is a platform which helps you to produce creatives at a large scale with different variables integrated including real time data, hyper local targeting, time, weather, sequential messaging and customized remarketing storyline. Creative Management Platform controls the aesthetics of your creatives served with different variables making it appealing and engaging to the users.
Data Intelligence Platform
In the DCO process, data intelligence platform helps you to analyze your data and then serve the communication to the uses in real time. Through data intelligence platform, you actually study the data and then communicate with your audience in real time understanding their behaviour, interest and various user touch points, making it relevant and customised for them. To achieve higher performance from your DCO campaigns, you need to segment your audience with different buckets, which you can then use to communicate basis the segment they fall under.
Once the campaign is executed, in order to study the impact of the campaign, you need to have an advanced analytics platform wherein you can measure the performance basis different segments which you had created to target users. This will help to optimize your current strategy and also take further decisions in scaling up your DCO campaign.
Few more DCO Case Studies and DCO Examples in this webinar by Rahul Gadekar
DCO is an effective medium in Digital Marketing to improve ROI as it has customisations at every levels of your communication strategy. Selecting the right variable and right communication strategy is very important for your DCO campaign to work because every business will have a different DCO strategy. DCO will help you to automate, personalize and define an effective storyline to your brand campaigns. DCO is the future of Digital Marketing!
We at R Interactives, offer whole range of Dynamic Creative Optimization / Dynamic Creative services across industry verticals through our in house Ad Tech platform. If you are looking for dynamic creative solutions for your Digital Marketing efforts, just ring us!
We are a Dynamic Creative Optimization (DCO) Agency with cutting edge technology!