Dynamic Creative Optimisation

Dynamic creative optimisation is a form of programmatic advertising, but it isn't the only way to tapinto it. Programmatic advertising spans a robust spectrum of technologies while dynamic creativeoptimisation is a specialised tool within that framework. Two popular ways that dynamic creativeoptimisation is used in New Zealand include refining audience sectors within a data managementplatform (DMP) and product retargeting.

Dynamic Creative Optimisation Explained

Dynamic creative optimisation is actually comprised of two technologies that make up a rules-driven and highly-automated method of advertising. Even though dynamic creative optimisation isconsidered to be a subset of programmatic advertising, the technology actually emerged prior toprogrammatic becoming the best-practices approach to advertising.

Originally, NZ advertisers who were using dynamic creative methods were retargeting thoseconsumers with the products they'd abandoned in their shopping carts or viewed previously.Today, dynamic creative optimisation is used to harness data feeds and a rule set to generate analmost unlimited number of unique creatives in real time.

Dynamic Creative Optimisation and DMP

Using dynamic creative optimisation to connect with DMP audience segments to provide a specificadvertisement that relates in a dynamic way to its unique data. Some examples of the kind of datathat can be targeted include the weather, time, demographics, location, retargeting informationand more.

Optimisation with Dynamic and Creative Advertising

Being able to test the results of a marketing strategy against different variates allows for preciseoptimisation for businesses. Elements such as ad copy, offers, button color and images can all betested. It's important to remember though that these must be able to replace one another withoutdisrupting the ad's formatting.

By taking this dynamic creative optimisation one step further, marketers can set up automatedtesting scenarios that provide an opportunity for a business to learn about their audiences. Forexample, a different advertising message can be tested with each audience to determine whichone resonates better with a particular consumer segment. Using dynamic creative optimisation withall consumer segments provides a business with the opportunity to complete an effective split test.

A vital part of programmatic advertising, dynamic creative optimisation provides businesses with aspecific testing method. The data gathered provides guidance on advertising strategies.