Dynamic advertising has become a standard tool for data-driven marketing. As a result, dynamic creative optimization (DCO) is a critical capability to drive higher performance. DCO leverages machine learning for real-time media buying to deliver the best possible creative at the right time. For example, customize and change ads in relation to a user’s past behavior or current situation. Also, personalize individual components of an ad in real-time.
Programmatic is not one specific ad format or channel. While display advertising is often a default choice, other programmatic opportunities include:
Programmatic media buying can happen wherever your audience is, so consider your target personas and how they engage with media. As you test and optimize, specific channels will emerge as winners for different audiences and stages along the customer journey.
Test and optimize every component of your ad to meet your audience exactly where they are. Rotate text, colors, imagery, buttons, and calls to action to identify high performers. In addition, use eye-catching formats like carousels to showcase meaningful content and products with engaging functionality. Also, use external data sources like weather or local trends to align your ads with what your audience is experiencing at the moment.
Increase relevance and personalize messaging for each stage of the customer journey. Programmatic can drive engagement by meeting the needs of a user at different points of the funnel. Some examples include:
Increase brand awareness by leveraging engaging creative and interactive experiences.
Educate the user with informative and persuasive content. Show them how you will meet their needs. Also, show how a product or service aligns with their interest, values, and motivations. In addition, leverage native video and display to get first-party data through traditional onsite metrics. Examples include duration, page depth, time on page, and bounce rate. First-party data is also obtainable through channel performance metrics like shares, clicks, and CTR.
Establish and nurture your customer base. Display and native ads are most efficient as they evolve from educating to inspiring action. Here you can capture bottom-funnel metrics such as transactions, installs, ARPU, and LTV.
Programmatic video, display, and rich media help build a loyalty loop, so retarget users and promote the brand contextually.
DCO saves time and resources. The algorithms assemble and test ads that are most likely to resonate with your audience at a faster rate. As a result, your team maintains visibility on data across all channels and can focus on higher-level strategy.
Programmatic advertising is an invaluable medium for you to learn about your online audience. It will also help inform your broader marketing strategy and performance. A rigorous testing plan is central to our data-led approach. This includes testing every element of your programmatic set-up from the audience to creatives and placements. In addition, it’s supported by granular reporting and bespoke programmatic analysis tools that enable a better understanding of performance. Thus, helping you to drive the most value for your brand. Our approach is underpinned by first-party data and activated across the latest formats in audio, CTV, and DOOH.