But are you familiar with DCO (Dynamic Creative Optimization), a marketing tool that helps you make your web advertising campaigns more relevant and effective?
Find out everything you need to know about this technology, from its benefits to its use cases.
The acronym "DCO" stands for "Dynamic Creative Optimization". It's a tool that personalizes digital advertising in real time, according to the user.
Its major advantage is to make your marketing campaigns more relevant, by customizing them according to what the target audience can best identify with.
Thanks to DCO, you:
All types of advertisers can use DCO at some point in their digital communications strategy.
Here are six interesting use cases for DCO in marketing. You can use this tool to:
DCO uses different types of data to contextualize and personalize banners.
In particular, it can fetch data related to:
As an advertiser, DCO is one of the most interesting marketing levers to ensure the success of your advertising campaigns. But how does it work in practice?
The DCO tool begins by detecting elements that characterize the target, based on its web browsing habits. It can identify their geolocation, as well as the products and pages they have viewed on your website.
The DCO technology then generates a customized banner in real time, based on the pre-designed template you've set. It can adapt the banner's visuals and text to make it ultra-relevant to the target audience.
The tool then broadcasts this banner to the user concerned, on the channels you have determined.
“DCO is the key tool for fulfilling the promise of digital advertising: delivering the right message, at the right time, to the right target. It's a key factor at a time when consumers are increasingly sensitive to the personalization of brand communications. To deploy it in your next campaign, simply create a well-structured product or store feed, set up the necessary tracking elements... and simply watch as technology contextualizes your ads in an ultra-relevant way!” Sylvain Salerno, Developer at Gamned!
Want to add DCO to your digital marketing toolbox? Here are the four simple steps to do so.
As with all marketing strategies, the first step is to define exactly what you want to achieve with Dynamic Creative Optimization.
Ask yourself whether you want to retarget audiences who have already visited your website, or whether you'd rather do drive-to-store.
The second step is to create the data feed for your marketing DCO. A product feed will be needed for retargeting campaigns, while drive-to-store campaigns will require a store feed.
The idea is simple: provide a CSV or XML file containing all the information about your products or retail locations, which can be used to personalize the banners that users will see.
This third step is only necessary for retargeting campaigns. It simply involves placing tracking tags on the web pages selected for your campaign.
The last step is to create different visuals, with different images and text, according to the personalization criteria linked to your product or store feed.
Afterwards, all you have to do is let the tool do the rest, and watch the ROI of your campaigns increase significantly!
Here is an example to illustrate the benefits of a DCO well implanted in an advertising strategy.
This is what Loterie Romande, the company that organizes lottery and betting games in Switzerland's six French-speaking cantons, does in collaboration with Gamned! The company and the agency set up a DCO to contextualize banners according to sports news.
Specifically, the banners include:
This DCO enables Loterie Romande to work on recruiting new gamblers, as well as reactivating and building loyalty among existing players.
Tell us who you are, we will tell you which digital activations to adopt!