Search

How to leverage dynamic content optimisation

The Drum 02 Dec 2019 11:45
By Samantha Haupt-02 December 2019 11:45am

The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.

The Media Image on how Dynamic Content Optimisation could benefit marketers.

Through the swarm and myriad of cute puppies, crazy cats and intergalactic unicorn videos, it becomes increasingly challenging to grab your audience's attention. That's how competitive the age of digital marketing has become.

Dynamic Content Optimisation (DCO), has rapidly become a go-to for clients and marketing strategists. With marketing trends moving at the speed of light, and hugely competitive industries paying to be noticed and to reach the front of the pack, dynamic retargeting is forming an integral part in getting ahead.

Dynamic retargeting ads leverage AI and machine learning to dynamically target audiences. Frequently outperforming a static variant, often at large margins, DCO is personalising advertising at warp speed. Advertisers can rely on specialised analytics to target audiences using pretty much any variable.

This means audience optimisation can be determined much more accurately. Marketers need not shoot in the dark when searching for their target consumer, instead they can now quite easily locate their best 60-year-old forex trader who's as into punk rock as investment banking. And that's all down to accurate targeted marketing.

Template linked to dynamic data feeds are now available across many ad serving platforms like the Google Display Network, Facebook and Instagram. Marketers no longer need to create multiple ad variants for several audience segments. Creative templates can be filled with content from pre-made elements in the software's library.

Google Web Designer, for instance, has some handy optimised ‚Äčtemplates, that allow both designers and developers to use the tool, however a little coding knowledge is needed.

After binding the data you can test your creative in the browser.

Samantha Haupt, head of design team at The Media Image.

Continue reading original article...

Tags

GoogleSamantha HauptAIDCOTMI