THE PILLARS OF DCO UNDERSTAND DCO AND HOW
- Slides: 6
THE PILLARS OF DCO UNDERSTAND DCO AND HOW TO SELL IT
DEFINITION WHAT IS DCO? Dynamic Creative Optimisation in the process in which the right banner is automatically generated in real time - with layout, products and messaging - based on a user’s intent (purchased, etc. ), and contextual factors (weather, etc. ) as determined by the data mining engine. The purpose of dynamic creative is to enable data, technology and creativity to come together in order to tailor ads to be more relevant and more welcomed by the user. Dynamic creatives use our programmatic technology stack to add speed, scale and automatization to the creative process, which covers both ad production and creative optimization
PROCESS OVERVIEW 3 STAGES 1 2 3 Dynamic creatives are executed in a predesigned templates in real-time The server uses data* to determine the right creative to deliver. The result could include countless creative variation shaped around the user. *Multiple points of data can be used together and have different priorities on the creative. See “Partners’ Data Capabilities”
BENEFITS THE STRENGHT OF THIS CAPABILITY BUILD CREATIVE ON THE FLY Various combination possible (i. e image, headlines, CTA’s, background colours, etc. ). TRACKING AND REPORTING FLEXIBILITY Not only useful for All the outputted versions can be tracked, reported on and performance campaigns; it optimised to in order to show can also be a powerful tool the respective target market for digital brand marketers. the correct message. CROSS DEVICE Dynamic creative executions are available for display, mobile, tablet, and video executions.
DCO HEROES ROLE DEFINITION As a DCO Hero, your role is to know all there is to know about DCO for your market, including but not limited to: • • • The capabilities are depending on the vertical, Reporting best practises, Building a strong relationship with our chosen ad server vendors, Jivox and Lemon. Pi, Building a strong relationship with our production partners, Appetite creative, Jivox and Lemon. Pi. You will also be the markets escalation point for dynamic creatives built via us for our clients. We have prepared decks to enable you to choose the right partner for the right job, and we stress the importance of ensuring you use the right one for the job. `
2 PILLARS OF DCO WHO’S INVOLVED? DCO HERO ACCOUNT MANAGER Core role is to be the Dynamic Creative consultant. If the AM has questions or needs support on this specific service. They also need to maintain the relationship and coms with the Ad. Server and Production house growing their knowledge of their capabilities and issues. In direct relationship with the client and the DCO Partner, AM is the one who formulates the clients needs into a DCO brief. Which can then be sent to the chosen production partner. This includes helping to create the creative strategy and sending creative assets.
