Dynamic Creative Optimization (DCO) Competitive Product Analysis

Dynamic Creative Optimization (DCO) refers to the product information, copywriting, LOGO, background, and activities of advertising creative materials After any adjustment and combination of other elements, when placed in the same advertising space, different content and effects will be dynamically displayed based on the specific attributes and user behaviors of the users reached. This is a precise advertising dynamic that relies on big data. Optimization technology, which can make advertising creativity more targeted and precise, and can significantly enhance the personalized display effect of advertising.

Benefits:

1. Improve efficiency

When placing ads, they should be produced according to different ad space sizes, material formats, etc. A huge amount of creative materials. Advertisers with large advertising needs, especially e-commerce advertisers with many product categories and who need to hold frequent promotional activities, need to spend a lot of manpower and material resources on production. DCO can automatically combine different versions and sizes of renderings based on the initial creative materials to improve work efficiency.

2. Improve user experience and increase conversion rate

DSP can do this: present the right advertisement to the right person at the right time and in the right scenario. On this basis, DCO technology will also push different creative combinations based on the differentiated characteristics and preferences of individual users. For example, advertisers selling musical instruments push different musical instruments according to the type of music that users like; the advertising copy of a hospital in Baidu search results will change based on the user's search terms; the product content in e-commerce ads will change based on the user's past shopping data.

3. Dynamic Optimization

Based on the effect of different creative images on specific groups of people or in specific environments, the DCO system adjusts the material combination in real time, automatically optimizes the placement ratio of creative images, and improves exposure. , interactive effect, truly selecting the most popular ideas according to consumer preferences, eliminating the bad and retaining the good.

Competitive product 1-Alimama Smart Diamond

Creative rankings, creative lectures, and creative laboratories are three major sections to help customers solve problems in advertising content and advertising performance

Service target: Taobao store merchants/individuals

1. Principle of placement

The orientation of Diamond Exhibition is that every visitor to Taobao will form various behaviors such as searching, browsing, collecting, and purchasing, and the platform will label these visitors based on these behaviors. For example, if a person often buys whitening facial masks on Taobao, she will have labels such as "whitening facial mask" and "female" on her body.

When setting up targeting, the platform can use the exhibition system to delineate these tagged groups, so that only the platform's advertising creativity can be displayed to this group of visitors. Therefore, if everyone with different behaviors opens the advertising space of the diamond exhibition at the same time, they will see different advertisements. Through reasonable targeting, display your ads to the people you want and obtain accurate traffic and good advertising effects. The following are two delivery processes:

Store promotion

Baby promotion

2. Products

Creative rankings

The platform displays historical delivery data to everyone in the form of rankings based on different resource locations and crowd targeting methods, and organizes them into the same categories. Excellent creativity, excellent creativity in the same marketing scenario, and store creativity with similar styles. It can help merchants intuitively understand the advertising environment of the exhibition, and be more aware of the creativity of their peers and even competitors.

Creative Forum

The platform will mine historical investment data and combine eye tracker testing, image recognition technology, buyer behavior research, professional literature research and ABtest’s Comparison, organized into creative design methods, creative trend analysis and consumer insights according to the same category and the same marketing scenario. Presented to merchants in the form of knowledge to help merchants better design ideas

Creative Lab:

Mainly solves two major problems for merchants in creative production:

< p> 1. There are thousands of creative people, and the evolution of programmatic advertising has made every consumer behind the advertising space clearly identifiable. Based on precisely targeted advertising, the conversion rate has also been greatly improved. The method of communicating with all consumers with one advertisement has begun to transform into one-to-one communication with thousands of consumers. This has given rise to businesses, and the demand for creative production has greatly increased.

2. To release production costs, the platform hopes to use tools to directly help merchants generate more, faster, better, cheaper and batch creative ideas, so that merchants no longer have to worry about the lack of professional design resources.

3. Advantages

1.?[endif] Rich materials, supports common categories and different marketing scenarios.

2. Supports full-size linkage and personalized editing

3. Templates are continuously optimized to ensure that the applied templates are effective, mainly based on the following four technologies:

·? Intelligent template library

The platform will use historical data mining and eye movement to Comparison of instrument test and abtest. The original framework of the template is precipitated in a layered and scattered format. Based on the professional knowledge accumulated in the creative lecture hall, template styles are developed according to different marketing scenarios, different categories, and different styles, and entered into the template library

·? Intelligent copywriting library

From historical delivery The copywriting that has a significant impact on creative effects was mined from the data. According to the main title, subtitles, points of interest, and different marketing scenarios, classify and extract them, and enter them into the copywriting library.

·Smart picture library:

Its material upgrades mainly come from three sources: 1. Capturing the merchant’s own historical materials; 2. The merchant’s store details page Capture product pictures; 3. Picture materials independently uploaded by merchants. All collected in the Creative Picture Gallery.

· Intelligent color library:

It includes two parts: 1. Automatic capture of the main color of the picture, which will solve the main color identification of complex pictures. The platform is currently open and completed . 2. Develop color matching models of different styles and store them in the color matching library for automatic color matching of pictures.

4. Interpretation

Alimama Smart Diamond serves customers who open stores on Taobao (Tmall), providing them with two services: store promotion and baby promotion. The placement locations include Taobao and Tmall on mobile and PC terminals, portal websites, film and television websites, and various vertical industries. Once a placement is selected, a creative image of corresponding size needs to be produced. For this reason, Zhizuan provides customers with a professional editor to easily create creative images based on marketing scenarios, styles, excellent templates, sizes, and composition experience. This DCO is optimized around the purpose of shopping, focusing on templates, and uses big data to continuously select the best quality templates for merchants to apply directly. For merchants who want to continue to learn and optimize their delivery, Zhizuan provides a creative forum, which summarizes delivery experience, creative production skills, etc. in the form of forum articles for merchants to learn.

Reference meaning:

1. Multi-size editor, real-time adjustment of creativity, WYSIWYG effect can reduce production costs and thresholds.

2. Create creative ideas directly by applying templates. Based on big data technology, templates can be continuously optimized to ensure click effects.

Competitor 2-Baidu Nishang

Nishang creative tool is a material production tool under the Nishang platform. It is suitable for those who have no design foundation or have quick editing needs. Users can quickly complete material production on PC and mobile terminals through this tool.

1. Functions

1. Material production

Replace materials based on creative templates and create multiple sizes with simple editing. In addition, templates can also be customized.

2. H5 marketing page production tool

Mobile marketing page and template production

3. Programmatic creative tools

Based on marketing Label systems such as selling methods, creative designs, and user needs produce advertising creatives with multiple selling methods and multiple combinations, and display different creative ideas according to the advertising display environment and user needs; the label system is used to provide advertising front-end chain creativity and creativity with consistent experience before and after. Landing page combination to improve advertising effect.

2. Interpretation

Based on the designed creative templates and a large number of copyrighted pictures, the production of materials is completed in batches through size grouping linkage. The sizes of the materials produced are optional, but they are generally Baidu system Size under products, such as online alliance, Phoenix Nest, information flow promotion, etc.

The official website of Nishang contains operation guides, FAQs, creative tutorials, material review conditions, creative tutorials, etc. It can be seen that Nishang’s positioning is to provide materials for every customer with promotion needs. Making Tools. Baidu's business service market has a large number of tools, services, and tutorials provided by self-operated or third-party companies covering promotion management, creative production, marketing conversion, etc. It is an ecology about business marketing that meets the promotion needs of small and medium-sized enterprises.

Reference significance: Marketing and promotion has gradually changed from the original professional service to self-built by advertisers. Small and medium-sized enterprises can grasp advertising creativity, advertising budget, and advertising effects through the two platforms of Baidu Nishang and Baidu Business Services.

Competitor 3-Chopsticks Technology

The mission of Chopsticks Technology is to use big data to help advertisers better generate and push ads,

1. Product Introduction

1. Production management tool

The cloud production tool enables online production of multi-size advertisements and automatically generates advertising creatives of various specifications; the template library and material library in the management platform support a The key is to produce creative materials, including material review and placement.

2. Optimization tools

Evaluate advertising effectiveness based on hover, clicks, and conversions. The effect of each element can be analyzed, such as copywriting, background, illustrations and other elements.

Optimization is divided into creative optimization and creative production: for a delivery activity, individual optimization results are obtained from the continuous trial and error process; while creative production refers to summarizing experience from the effects of each delivery activity, such as label size, position , copywriting and image ratio, background purity, number of models, etc.

2. Cooperation model

1. Connect with DSP to optimize delivery effect

Case: Cooperate with Bridgewell to create an e-commerce showcase

Question: Yuhui Knowledge It is the largest DSP service provider in Taiwan's Internet advertising industry. It focuses on personal recommendations of e-commerce products and redirection technology, and has hundreds of Taiwanese local e-commerce customers. Traditional e-commerce redirection tends to use a homogeneous display method, which only continuously displays the products that the audience has searched for and seen. The effect has improved to a certain extent but quickly reaches a bottleneck, and even brings problems to the audience in the case of multiple exposures. Disgusting and causing visual fatigue.

Solution: Chopstick Pin Showcase solves the existing redirection problem. Providing products that the audience pays attention to also ensures that the products are displayed in different styles in different places, times and scenes.

2. Connect with advertisers, design creative graphics and optimize effects

Case ①: Help Mars Chocolate optimize its placement on Taobao

By cooperating with Tmall Big Data, Mars Chocolate makes full use of e-commerce data to segment people and identify target audiences. Taobao partner Taotong can design diverse and high-quality communication elements in a targeted manner to achieve "Thousands of people, thousands of faces." But diverse content requires efficient creative production. The KuaiPlay cloud creative production platform of Chopsticks can quickly combine and expand the imported creative elements and adapt to multiple sizes at the same time

Case 2: Guangfa Credit Card SEM landing page optimization

Question: With the Search terms are constantly being adjusted and optimized, and the bidding mechanism is becoming more mature. In addition to SEM optimization, more and more companies are beginning to focus on increasing the information richness of landing pages, or accurately matching search terms, in order to improve the conversion effect of landing pages. But landing page optimization has always been a very difficult part. Every page creation, page review, and page optimization means spending more budget and energy, and it is even more impossible to design a page for thousands of keywords. This is especially true in the banking industry.

Solution: After understanding Guangfa Credit Card’s needs for search optimization of core keyword landing pages, Chopsticks Technology bound the content of the landing page to the core keywords and designed dozens of different creative combinations to match For the key search terms of GF Credit Card, creative content can be decided in real time through customer feedback such as hovering and clicking, eliminating testing and review time. The conversion rate has increased by more than 10%, and the ratio from landing page clicks to card opening has also increased significantly. Moreover, the system background can collect the click-through rates of different creative combinations in real time, automatically make decisions and optimize, improve creative combinations with high click-through rates, and reduce creative combinations with low click-through rates.

3. Interpretation:

Chopsticks Company focuses on push optimization after receiving ad requests: how to ensure the effectiveness of pushed ads, that is, solving the problem of "what to say". To ensure the effectiveness of advertising, two points need to be paid attention to: 1. How to obtain user data and optimize the algorithm to obtain more accurate user portraits; 2. How to ensure that the pushed advertising format is liked by users. Regarding the second point, Chopsticks Technology’s approach is to provide convenient creative production tools to generate a large number of advertising creatives with one click, collect data from the advertising click effects, create a creative DMP, deconstruct creative factors, and use image recognition for creative classification and artificial intelligence Big data computing to gain insights into creative design services. The core value lies in the data accumulated in this process on the responses of different sei-katsu-sha to different ideas. How to maximize this value and use technical means to summarize everyone's different preferences for creativity is the core problem that Chopstick Technology needs to solve at this level of technology. For Shunfei Company, because it already has a DSP system and a DPM system, which have certain advantages in user data and user portraits, the next stage can focus on more accurate segmentation of the same advertising space push and create multiple creative effects to match Different users can achieve precision marketing even if they have not yet achieved the "element" level optimization of Chopsticks Technology.

Related information

Alimama

Product introduction:

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Case:

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Introduction to Smart Diamond:

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