Gone are the days where advertisers target the audience with “one-ad-fits-all” solutions. The modern-day digital advertising world has fully evolved for programmatic bidding, targeting, and delivery.
Targeted ad delivery helps in gaining immense amounts of success with the advertisers. Yet however, AppNexus’s study found that a shocking 97% of campaigns didn’t have unique creativity for placement.
In today’s world of highly targeted campaigns, if your ad campaign doesn’t have unique creative designs for specific segments of audiences, you might not be able to reap the full fruits of your marketing campaign.
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CMP Vs. DCO
Both DCO and CMP have evolved to generate ad versions that bring in high conversions. Let us start by understanding the meaning of Creative Management Platforms.
CMPs help the advertisers to create and measure the performance of their digital ads.
In Dynamic Creative Optimization, a variety of ad components are used, such as overlay text, main images, body backgrounds, etc.
These ad components are dynamically assembled and served according to the various advertising needs.
Thus an ad impression to target females of age group 20-30 living in Florida who frequently shop for sportswear might receive an ad built for that segment in real-time.
A CMP is somewhat similar to that of a DCO, but here the main difference is that while a DCO assembles several versions of the creative to provide real-time dynamic content, a CMP provides a dynamic design for the content.
The CMP is equipped with various computer-aided tools so that the creative staff can pre-build ads for specific segments.
A Creative Management Platform is basically a cloud-based software platform that not only helps the advertisers to create ads but also to measure the performance of the ads.
Thus, in short, this is a common platform that provides full-fledged functionality for the production, design, and optimization of ads, which also supports the design variations needed for the DCO.
Since the CMP acts as a complete production unit, it helps the advertisers to create strong and personalized advertising to maximize the ROI.
Why use CMP for DCO?
If you are currently using a Creative Media Platform, setting up DCO will be quite easy. DCO also means gaining better ROI.
CMP helps you to arrange the creative assets, arrange proper guidelines, and set up data feeds that are required for the proper functioning of the DCO.
The following are the steps:
Step 1: Viewers who match a specific segment of the target audience visit the website.
Step 2: The ad inventory of the website will be auctioned. The highest bid DSP wins the impression.
Step 3: The ad tag belonging to a particular DCO campaign is served.
Step 4: The viewer’s browser requests the DCO ad.
Step 5: Dynamic ads will be displayed to the audience based on the data of the audience from the DMP.
Step 6: Messages are added in the DCO ad based on the insights derived from customer data.
Step 7: CMP collects the messages. This platform then adds dynamic content like text fields, images, buttons, and videos.
Step 8: Personalized ads are finally seen by the user.
In today’s market environment, consumers are looking for highly personalized content. Even though the ads may be highly relevant and targeted, your audience might still be tempted to press the ad blocker.
Using a CMP will solve this problem entirely. This also helps to make sure that the creative design is highly optimized and at the same time provides a high level of flexibility and control.
Bottom Line
By using the DCO and CMP together, advertisers are able to realize a high level of control in creating and serving the ad for a specific segment of the audience.
CMP software is sophisticated to serve different flavors of creatives to the audience, but they are not as focussed as DCO.
DCOs are used for larger campaigns such as retargeting, where even a slight increase in the ROI will have a significant impact on the ROI.
This article is a part of our comprehensive series on Dynamic creative optimization.