Understand the advantages of the technology of dynamic creatives in … – Administrators

The context and the relevance of the message are words of order between the brand managers and marketing professionals. Increasingly search for a communication that makes sense not only to a large audience, but also at the level of the individual. With the growth of users 100% connected on their mobile devices, it becomes even more important to take into account the time that the party will be affected for that engagement to occur in a natural way.

The digital medium has shown every day new technological possibilities that contribute to that the user has the genuine interest in clicking on advertising, and also that their attention is aroused by it. One of the more recent innovations is the use of Dynamic Creative Optimization or dynamic creatives, especially when combined with media platforms for programmatic mobile.

Recently this technology has been used in the Bank’s strategy and the Original. The main innovation of this solution is to allow that in the same campaign be used to the same creative concept with parts and messages adapted to different contexts. In this case, were created more than 40 pieces with messages customized according to the neighbourhood or region in which people would be impacted. The platform, from geolocation services, identified the latitude and longitude where the smartphone stood, and fired the piece that made sense for that same location, making the communication highly relevant.

Below I highlight the main advantages of using the technology of Dynamic Creative Optimization campaigns mobile:

· Customization of the message on a large scale: the technology allows the delivery of multiple pieces of a campaign, while maintaining the creative concept and expanding the relevance of the message for each profile of the target audience on a large scale.

· flexible Communication: with a good dose of planning, brands can enjoy this technology anticipating different parts based on climate conditions and location of the hearing, for example, by allowing a timing of delivery even more suitable to the time of the user.

· New strategies: the different combinations and possibilities to reach specific audiences with variables based on available data such as weather, location, profiles of the target, among other possibilities, allow brands to be more creative and able to devise strategies that before were not possible.

· Improvement of the metrics: of course, the more relevant the message, the greater the chance of success of a campaign. According to a survey consulting firm, emarketer, the use of DCO, the advertising has improved indicators of engagement and CTR, thus ensuring a greater ROI.

· the Optimization of the execution: it is no longer necessary to create a campaign for each message. With this technology, in a unique campaign it is possible to create multiple messages with the same creative concept, ensuring optimization on the execution time of the teams involved.

Alberto Pardo – CEO and founder of Adsmovil