programmatic creative vs. dynamic creative optimization (dco)
TRANSCRIPT
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Programmatic Creative vs.Dynamic Creative Optimization (DCOs)
Melody YanMarketing Manager, Thunder
makethunder.com
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Programmatic creative refers to theset of advertising technologies thatadd speed, scale, and automationto the creative process.
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P R O G R A M M A T I CC R E A T I V E
Split test, learn, and optimize
Tailor creatives to audiences
Quickly turnaround a highvolume of ads
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D C O D Y N A M I C C R E A T I V EO P T I M I Z A T I O N
C R E A T I V E M A N A G E M E N TP L A T F O R M
C M P
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D C O = A D F A C T O R Y
Data feeds used to generatecreatives on the fly
Optimization = automaticmulti-variate testing
Direct response campaigns
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D C O
Ad units can pull in datasuch as:
Product catalogues
Special offers
Store information
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C M P = P O W E R T O O L
Mass customization drivenby people
What You See Is What YouGet (WYSIWYG)
Enables creative for anyadvertising purpose
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C M P
Individual traits can becustomized such as:
Image position
Text position
Text size
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R E Q U I R E D S K I L L S
Design
Copywriting
DSP/DMP Configuration
Data Analysis
HTML5 Coding
Data Structures (RSS,XML, JSON, etc,)
CMP DCO
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A C O M P A R I S O NO F M I N D S E T S
DCO: Plan campaigns months in advance
CMP: Enables a more agile approach to creative
DCO:
CMP:
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C M P E X A M P L EU S E C A S E S
You want to tailor yourcreatives based on any data
You are looking to buildads in sets of multiple sizes
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You want morecustomization abilities
You are a publisher or mediacompany selling displaycampaigns to a high volumeof local businesses
C M P E X A M P L EU S E C A S E S
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D C O E X A M P L EU S E C A S E S
You have an organized datafeed to build ads with, suchas for product remarketing
You are operating a directresponse campaign withmillions of impressions
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You plan your advertisingmonths in advance
You want to use thefollowing data to drive yourdynamic creatives: location,device, time, or weather
D C O E X A M P L EU S E C A S E S
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E S S E N T I A L G U I D ET O P R O G R A M M A T I CC R E A T I V ET E C H N O L O G I E S
With over $6 billion spent on DSPs andDMPs to precisely target audiences,programmatic creative activates thatdata with precisely tailored messages.
Learn about the two mainprogrammatic creative technologies:
Dynamic Creative Optimization (DCO)Creative Management Platform (CMP)
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About Thunder
Thunder Creative Management Platform enables publishers, agencies andadvertisers to match display ad creative executions to the increasing varietyof targeting segments and ad formats.
Learn more about Thunder at: www.makethunder.com