How Advertisers Can Use Dynamic Creative Optimization to Utilize Recency, Relevancy, and Intent Data

Advertisers employ the same creative for their target demographic far too often, without tailoring it to each audience segment. Messages become scalable and relevant for the target audience with Dynamic Creative Optimization (DCO). According to Google, developing the correct creative for each audience demographic is critical because the creative drives 70% of a campaign's performance.

DCO also generates data that advertisers might use to capitalise on short-term opportunities. These data insights can subsequently be incorporated into real-time messaging. Advertisers can test creatives and optimise their performance by sending several messages to the consumer. When using DCO in a programmatic campaign, you may test and use numerous creatives without having to upload dozens of banners. Dynamic Creative Optimization improves operational efficiency by lowering hours spent on production, tracking, and reporting.

What exactly is Dynamic Creative Optimization (DCO)?

Dynamic Creative Optimization (DCO) refers to the use of data and logic to regulate which creative message appears in real time in order to give users with the most relevant creatives at the precise time they are introduced to advertising.


The following are the primary elements of Dynamic Creative Optimization:
1. Dynamic shells define how dynamic content will be displayed: Outline of ad structure, picture, CTA, feeds, and so on.

2. Feeds dynamic info that fuels the creative.

3. Profiles that change throughout time. A decision tree that adheres to rules between various aspects and content.

From March 1st to April 30th, 2021, Digo Hispanic Media performed a DCO retargeting campaign for a major retail customer with an eCommerce site. During this time, the campaign increased conversions by an average of 90% compared to a standard retargeting campaign using display advertisements with broad messaging, according to Krystan Trinta, AdOps Director, and Alexandra Rodrguez, Sales & Marketing Director at Digo Hispanic Media.

During the pandemic, this advertising-technology has grown increasingly more significant, increasing user exposure to adverts as they seek more targeted messages based on their behaviour. Purchases made through eCommerce climbed by 34%, prompting advertisers to raise their retargeting spending and use DCO to close the gap between items left in a cart and their conversion into an actual purchase.

When asked what characteristics are most crucial in DCO when targeting the Hispanic market, Trinta and Rodriguez respond, "Language." “Although the majority of Hispanic consumers in the United States are multilingual, the brand should understand that it is critical to talk in their language, even if it is Spanglish, in order to boost brand recall and consideration.”

Dynamic Creative Optimization: An Example
The retail customer of Digo Hispanic Media provided the feed that allowed Google Studio to instantly connect to the creative materials. Google Studio is a service within the Google Marketing Platform that focuses on creative development. The feed is then allocated to a profile in Google Studio, which includes guidelines for which elements in the ad shell will be dynamic and which will be constant. Following the creation of the profile, the creative shell is built in Google Web Designer (GWD), where it connects to the profile already in place. Here, the creative is linked to the feed, activating the dynamic elements allocated to GWD based on Studio rules. Following that, the creative is evaluated and tested to ensure that it is correctly calling all of the items in the feed.

Audience Segmentation:
The major reason for employing Dynamic Creative Optimization in a campaign is audience segmentation and the ability to send different messages to different people in a programmatic ecosystem without developing multiple display creatives. “We can use data for DCO campaigns such as: feed data from an eCommerce site, product price range, previous engagement with the e-Commerce site, data of weather conditions, their geolocation, data based on their buying behaviour on the eCommerce site, and others that are easier to access in an online environment,” Digo Hispanic Media's Rodriguez explains. “For example, if a user purchased an item two weeks ago, we can recommend additional relevant things using DCO. DCO is also available through other channels such as DOOH (Digital Out of Home) and CTV, but some of these may necessitate more complex technical integrations that are not available in all countries,” Rodriguez notes. Other applications for Dynamic Creative Optimization include remarketing of previously seen products, cart abandonment, and multi-language creatives for worldwide brands.