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How to leverage dynamic content optimisation
Through the swarm and myriad of cute puppies, crazy cats and intergalactic unicorn videos, it becomes increasingly challenging to grab your audience's attention. That's how competitive the age of digital marketing has become.
Dynamic Content Optimisation (DCO), has rapidly become a go-to for clients and marketing strategists. With marketing trends moving at the speed of light, and hugely competitive industries paying to be noticed and to reach the front of the pack, dynamic retargeting is forming an integral part in getting ahead.
Audience optimization using AI and machine learning
Dynamic retargeting ads leverage AI and machine learning to dynamically target audiences. Frequently outperforming a static variant, often at large margins, DCO is personalising advertising at warp speed. Advertisers can rely on specialised analytics to target audiences using pretty much any variable.
This is commonly used in product retargeting. By pulling in dynamic data feeds, ads can be optimised to any combination of variables - which could include anything from last viewed products; related products; items added to cart; search history; or other personal data such as geo location; gender; or exchange rate.
This means audience optimisation can be determined much more accurately. Marketers need not shoot in the dark when searching for their target consumer, instead they can now quite easily locate their best 60-year-old forex trader who's as into punk rock as investment banking. And that's all down to accurate targeted marketing.
Leveraging data reeds in creative templates
Template linked to dynamic data feeds are now available across many ad serving platforms like the Google Display Network, Facebook and Instagram. Marketers no longer need to create multiple ad variants for several audience segments. Creative templates can be filled with content from pre-made elements in the software's library.
These elements are mapped to the design by assigning fields to specified areas in the template. Google Web Designer, Adobe Animate CC or Banner Flow’s Creative Studio make it easy for designers to map feeds to their designs.
Google Web Designer, for instance, has some handy optimised templates, that allow both designers and developers to use the tool, however a little coding knowledge is needed.
The image below shows that each mapped area contains a unique variable name, which can have a number of customised features. They can pull in data, animate elements independently, style fonts and monitor the number of characters inputted.
Once the template has been designed, and each element has a unique variable assigned, the dynamic feed can be mapped to the creative via data bindings. Each element placeholder is linked to the corresponding field location in the feed.
After binding the data you can test your creative in the browser.
Not all the elements will be available for preview, as can be seen in the below banner on the right, yet they will be linked through to the data feed. The items that are discounted have a blue tag over the image, whereas normal priced items are tag-free. Elements can also be displayed conditionally so that no results will show if no data is available in that field.
While anything is seemingly possible with audience targeting, marketers should be cautious not to optimise too many variables. This means that many impressions are needed to achieve the stats required, so marketers should apply a careful balance when determining how many variables should be used for optimization.
Samantha Haupt, head of design team at The Media Image.
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