Over the years, we have picked up quite some expertise around Dynamic Creative Optimisation (DCO). One might even say that we’ve become a worldwide authority on the subject. Hear us out, just for a moment: an ad that is compiled automatically. In real time. Dynamically adapting to its target audience. And their individual context. Forever changing. To achieve the best possible results. That sounds too good to be true, doesn’t it? Well, DCO can make all of it happen. But not necessarily. That’s the beauty of DCO. Its flexibility allows for you to lay down the rules. But we’re getting ahead of ourselves.
Compared to general ads, many consumers find personalized ads to be more engaging (54%), educational (52%), time-saving (49%) and memorable (45%).
You’re probably wondering, “Yeah, all right, all sales pitches aside, what is DCO exactly and what can it specifically do for me?”. Briefly put, by using DCO, you can automate, personalize and optimize your ads. In a nutshell, there are three wide categories.
DCO - Automated Production
We like to call its most basic form DCO - Automated Production. Here, there are mainly scale and flexibility advantages of ad production. With DCO Automated Production, it’s very easy to quickly create a multitude of ad variations. Not only is this insanely time- (and cost) saving, it actually improves your ads. This form of DCO can be extremely useful for e.g. retailers with large catalogues or changing promotions. Imagine you’d have to manually change each ad once a promo changes or a new product is added to your catalogue. DCO takes that trouble out of your hands. Moreover, it provides opportunities for more efficient testing of your ads. One ad variation underperforms? Adjust some simple components to your likings (and insights) and a new one is automatically ready and able for launch.
DCO - Switchboard
Secondly, we offer DCO - Switchboard. This more elaborate form personalizes your ad experience. You surely have been bothered by the one generic ad after the other, who hasn’t? These bland, impersonal ads can actually be quite annoying. But what if ads were more personalised, more relevant to your specific context? That’s something else. With DCO - Switchboard, a combination of data and signals results in a 1-on-1 ad. Compiled and displayed in real time. You stay in control of which combination of data and signals results in which ad. For example, based on location and language, a Norwegian teenager now may see a completely different ad (of the same product) than a French retired grandma. You make the rules.
DCO - Decision-based
Last, but certainly not least, there’s DCO - Decision-based. Linked to artificial intelligence, the system now learns how it can optimally form creations, based on dynamic decision trees. Whilst the previous form of DCO offered 1-on-1 ads, the combinations of data and signals (resulting in an ad) were fixed. DCO - Switchboard doesn’t have those limitations. The system gradually learns what message is best presented to what person, based on their behaviour and thought processes. In other words, DCO - Decision-based is a more fluid, intelligent extension of DCO - Switchboard.
Of course, not every project requires a full-blown DCO approach. Depending on your specific needs, DCO can take your digital advertising to the next level. From automatically creating numerous ad variations to personalizing your overall ad experience. Reaching your consumer with the right message, in the right form, at the right time.
We know it can be a lot to take in. Heck, we’ve been racking our brains as well. That’s why we are more than happy to give you all the information you might need. Don’t hesitate to contact us with all your burning questions about DCO. Together, we will find which approach suits you and your project the best.