Dynamic Display Advertising and Creative Optimization
Abstract
Dynamic display advertising and creative optimization (DCO) technologies are changing the way advertisers’ approach online advertising. Key benefits include increased campaign performance, higher creative production efficiency and greater transparency through new and innovative metrics. Already shown to be of significant use to larger advertisers, these technologies will become increasingly important as larger numbers of small to medium sized advertisers incorporate display advertising into their current online marketing strategies.
One of the most important aspects of performance based marketing involves testing. Creative elements, messaging, promotions and call to actions all play an important role in how a consumer perceives your brand, whether they will decide to engage with your display ad and eventually decide to convert by purchase or signup. Even the most simple of display ads can have over 10 independent variables which are open for testing. Unfortunately with regard to display advertising the testing process can be a very time consuming and expensive process involving creative designers, flash developers, media planners, media analysts, project managers and quality assurance.
This white paper addresses some of the benefits and high level technology concepts associated with dynamic display advertising and creative optimization (DCO). More specifically how this technology can help fulfill performance needs by exposing technology which enables the economical and rapid design, deployment and measurement of an infinite number of creative variations through the display advertising medium.