Dynamic creative optimisation is nothing new, but it is expected to become the norm with out-of-home (OOH) advertising.
Dynamic creative optimization can be defined as technology that creates personalized ads based on data about the viewer at the moment that the ad is served.
One of the most common uses of this technology is retargeting ads. If a consumer visits a website but leaves without buying anything or without making use of a service, they will probably see an ad for the same business on social media or other websites shortly thereafter.
That’s a retargeting ad that businesses use to attract visitors back to their sites seeing that the majority website traffic does not convert on the first visit.
Evolution of Dynamic Creative Optimization
It has long been known that different people respond differently to ads at different times and different contexts. The focus has shifted to develop and deliver tailored messages to consumers varying on the time of day, location, weather, individual consumer profiles, search history and browsing behaviour.
Dynamic creative optimization also gives advertisers the ability to react to real-time events using real-time audience data insights.
This means that the graphical elements or click-through actions in an ad can be tailored to the user or even the conditions around the user. Consumers’ behaviour can be captured across multiple channels meaning advertisers can deliver more applicable and creative content and this, in turn, means they no longer have to rely on assumptions.
Responding to individual user data, such as using location information, means advertisers can identify the best moment for the ads to be placed in front of different users at different times.
Advertisers will also, with the use of dynamic creative optimization, be able to use campaign data from previous campaigns to inform future campaigns. Dynamic creative optimization also enables multiple campaigns to run concurrently meaning more insights can be obtained.
It is also expected that dynamic creative optimization will in the future also make use of augmented and virtual reality which can enable advertisers to understand how consumers interact with them and being able to adapt to that.
The advances in wireless networks, i.e. 5G, meaning superior high-speed connectivity also means better coverage and more capacity. Devices will be able to communicate much quicker over wireless networks. This will benefit the industry greatly and ensure more creativity using real-time audience data insights.