Make Programmatic-Ad Buying Work for You With Dynamic Creative Optimization

Dynamic creative optimization (DCO) has evolved to become a powerful force in online advertising. It has pushed the limits of personalization technology, and with today’s audience demanding relevant personalization that is in context and as close to real-time as you can get, it is a force to be reckoned with.

As with all personalization strategies, you must first overcome your audience’s disappointment with most personalization efforts to date. Research from the Economist Intelligence Unit in 2013 found that 70 percent of consumers feel “jaded” and view personalization efforts as “superficial” at best. If consumers feel well served and presented with relevant opportunities, they are much more likely to convert.

Properly done, your DCO efforts can result in huge upswings in conversions — and your potential customer feeling noticed and served.

True Personalization
True personalization is about taking an offline experience and leveraging it online and taking an online experience and leveraging it offline. From a technical standpoint, when a customer clicks on a stock-keeping unit (SKU), it becomes a valuable search term. It engages with content and is combined with everything you know about that individual from your data as well as from 2nd- and 3rd-party data sources. All that information has to be leveraged into the next step: creating the programmatic-advertising pieces that will be relevant to your customers’ needs and visible at their subsequent online destinations.

The Programmatic Site-Retargeting (PSR) Journey
For example, if a potential customer visits your website to look at a particular ring in the jewelry department, chances are that he or she is shopping for that kind of ring. You might then bid high with a PSR ad broker to place ads for that product on the next websites that customer visits. If you discover that the customer has shopped around on other sites for that kind of ring, you might even bid higher. Check out this infographic about the real-time bidding process.

Make Information Technology (IT) Your Creative Partner
Creating that programmatic ad is a process that generates a creative layout with a dynamic structure in which the relevant elements are pulled in. You must have an effective partnership with your IT department to bring all these pieces together. Every SKU has to be tagged to a website element, and content feeds have to be coordinated. In some cases, you may choose to have a different landing page — that has the look and feel of the programmatic content — for each ad. This all takes coordination with IT.

But, when all these puzzle pieces come together, the results can be quite dynamic, increasing efficiency and reducing creative costs across all stages of the funnel for any vertical market.

Drive Higher User Engagement
With dynamic creative optimization, advertisers have a powerful tool to seamlessly build, personalize, and deliver creative assets in real-time to drive higher user engagement and conversion rates across devices. Some of the benefits include:

1. Decreased time to market, with significant creative-cost savings, for new creative elements;
2. Personalized creative, instantly and dynamically;
3. Assistance with iterating and optimizing variations at scale — you can continually test different strategies;
4. Targeting of the full funnel at every stage of your customer’s journey:
   – Awareness: prospecting (creative optimization), geographic/weather targeting, lifestyle interest, demographic data, business attributes;
   – Consideration: homepage retargeting, partner/publisher data, email offers, and interactions;
   – Conversion: product-page retargeting, offer-page retargeting, buying-process abandoner retargeting;
   – Loyalty: loyalty-/member-page retargeting, customer-relationship management (CRM) data/customer targeting;
5. Unification of programmatic-ad technologies;
6. Delivery of a unified customer experience.

The expansion of programmatic-ad buying and optimization is giving agencies and customers better insight into, and control of, campaigns and the ability to target and optimize like never before. Take advantage of automated ad buying with people-based marketing practices and make dynamic creative optimization work for you.

At our Summit 2016 session, S209: Dynamic Creative Optimization: Smarter Engagement With Better Conversions, participants took a deep dive into programmatic-ad buying and dynamic creative optimization. Check out the session recording.

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/personalization/36187/