Whereas traditional media optimization has focused on who an ad is delivered to, dynamic creative optimization (DCO) is the how and what you show them, according to one of its big proponents, David J. Moore, chairman of WPP unit Xaxis.
“Once you add that component to a digital campaign, the results are nothing short of amazing,” Moore says in an interview with Beet.TV. “Frankly, I don’t know why everybody isn’t doing it,”
WPP Group will roll out its brightest lights at Cannes, including CEO Sir Martin Sorrell and worldwide Creative Director John O’Keefe, for a panel highlighting the use of dynamic creative optimization, which enables advertisers to adjust branding and product messaging, images, pricing and other ad content in real time. Sharing the stage with WPP will be Jivox, a DCO provider to several hundred brands, media companies and creative agencies.
The number of display ad variations facilitated by DCO can be mind numbing. Moore cites as an example an ad that could have 15 different variables for which there are 15 buckets of content. “For some of these campaigns, you can have as many as four or five hundred thousand different variations of a display ad that is determined based on the user profile,” Moore explains.
On the video ad side, variations consist mainly of messaging superimposed over the top of the video itself. “Over time, you’re going to see real-time video being put together to accommodate a particular user with many more variations than ten or fifteen,” Moore says.
Moore is equally unequivocal about how Internet publishers should deal with people who use ad blockers. “If somebody’s blocking your ad, why are you letting them into your site? Let them go to the competition. The competition can’t monetize them either,” says Moore.
He suggests that publishers adopt the Internet Advertising Bureau’s DEAL construct: Detect ad blocking, in order to initiate a conversation; Explain the value exchange that advertising enables; Ask for changed behavior in order to maintain an equitable exchange; and Lift restrictions or Limit access in response to consumer choice.
“There’s a quid pro quo here,” Moore says. “You get free content in exchange for advertising.”
We interviewed him as part of our preview series “The Road to Cannes” presented by FreeWheel. Please visit this page for additional segments.