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How Dynamic Creative Optimisation is your answer to measurable, compliant and hyper-relevant retail campaigns

At the beginning of the year, our Chief Commercial Officer sat down with Retail Touchpoints to discuss how Dynamic Creative Optimisation (DCO) can offer a transformative way to navigate the complexities of marketing in 2024.

You can read the whole interview here. But here’s a glimpse of what was covered.

What is DCO and how does it help with relevant targeting?

DCO enables advertisers to dynamically adapt messaging and creative elements in real time, tailoring them to specific audiences, locations, environments and more. This dynamic approach allows for the creation of millions of ad versions, each meticulously calibrated to resonate with the preferences and behaviours of the audience the ad is presented to.

This not only enhances the relevance of advertising content but also ensures that it remains engaging and contextually accurate, adapting to factors such as the viewer’s environment, location or the time of day.

If you would like to learn more about what DCO is and how you can start implementing it into your marketing campaigns, download our how-to guide.

How does it open the door to real-time optimisation?

One of the transformative advantages of DCO is its capacity to provide marketers with a real-time understanding of which segments and creative elements are really driving results. This capability revolutionises budget distribution during campaigns, eliminating wasteful spending and maximising conversion rates, thereby enhancing your return on investment.

As an example, if it is raining in a particular city, you can choose to serve ads for umbrellas or raincoats that day. However, if it’s sunny, you can serve ads for sunglasses, sunscreen or even ice cream. This level of customisation goes beyond traditional targeting, creating a relevant and immersive experience for each viewer, regardless of their location, and feeding the results back into activation decisions in a continuous efficiency loop.

And at the very core, how can DCO help protect customer privacy?

In a landscape marked by growing concerns over data privacy and evolving regulations, retailers must ensure they work with partners whose technology is fully compliant, globally accredited and built on reliable, consented user data. This allows advertisers to target with precision without relying on traditional tracking methods like cookies. Instead, advertisers can drive relevancy via non-personal signals with the objective to influence changes in behaviour as opposed to tracking individuals across the web, which is just not possible in today’s siloed environment.

As retailers prepare for the demands of 2024 and beyond, strategic planning becomes paramount in ensuring a successful market presence. DCO emerges as a revolutionary force, transforming advertising strategies from conventional to highly relevant and efficient. By embracing DCO, retailers can revolutionise their approach, reaching new heights in engagement, conversion and customer satisfaction.

In a world where consumers expect tailored experiences, DCO stands as the catalyst for success in the competitive and dynamic landscape of modern retail advertising while retaining a privacy-centric approach.

Read the full interview with Andy and Retail Touchpoints here or get in touch if you would like to learn more about how DCO can help improve your retail campaigns.