Dynamic Creative Optimisation.

A key part of the kick-off the process, where our Creative Strategists get to grips with the key business/campaign objectives and KPI priorities.

This involves getting ‘under the hood’ of the media plan to assess the different types of audience strategies and data triggers (1st, 2nd, 3rd party etc.), mapping out appropriate customer journeys and the corresponding creative messaging (visualised as ‘decision trees’), and putting in place statistically-significant creative ‘test & learn’ roadmaps to help understand what drives creative performance (to ultimately inform creative optimisations).

Based on client assets and brand guidelines, we’ll develop a suite of dynamic templates (across Display, Video &/or Social). These are creative ‘shells’, that are made up of a combination of creative elements (such as imagery, copy, logo, animation style, CTA etc.) which can be defined as ‘fixed’ or ‘dynamic’.

If the creative element is designed as ‘dynamic’, then that creative variable can be easily tailored/personalised relative to the audience segment it’s being served against (ensuring a smarter, more relevant user experience). Our proprietary Content Management Platform facilitates simple and intuitive ‘creative authoring’ (i.e. you don’t need to be able to code to create ads), as well as efficient workflow-approval processes between all the key stakeholders

Our approach to ad technology is agnostic – we are integrated with all major global ad-servers (we’re also FB/In accredited “Creative Marketing Partners”). Once creative templates are approved, we work alongside the media agency ad ops team to ensure all of the background ‘plumbing’ is set up correctly.

The means configuring the appropriate ‘logic’ to ensure the correct user is served the correct message, at the correct time. Based on the scale and complexity of the strategy / data triggers, there could be hundreds or even thousands of different personalised creative variants being delivered during a campaign (highlighting the production efficiencies that DCO offers).

Once dynamic ads are live, our data-science team begin the process of rigorous data-appraisal. Through our real-time performance dashboard, we’re able to assess - at a hyper-granular level - the performance of all different creative elements, relative to the campaign strategy and its objectives/KPIs.

The in-depth data analysis enables us to deliver creative insights, which through our ‘test & learn’ approach, gives rise to our creative optimisation recommendations (and can inform the future creative planning process). Over time, optimisations typically lead to uplifts across ad engagement and/or conversion.