Perhaps many have already heard of dynamic creative optimization (DCO) systems, but perhaps few have been able to apply them in their work. Does this solution disrupt the marketing profession? Perhaps, yes.
What exactly is POMS DCO? (Programmatic Online Marketing Solutions)
POMS is a creative management solution for managing advertising campaigns. Due to its flexible structure, it can seamlessly integrate into any data-driven advertising ecosystem. It is an automated system that can significantly support the workflows of any advertising agency. The system can support multilingual multi-marketing campaigns with automated creative production. Its DCO capability makes it suitable for servicing programmatic campaigns. With real-time creative production, it provides an excellent foundation for real-time campaigns and can produce personalized unique creatives. By using POMS, we do not just get a system, but an expert team that supports the production of our campaign creatives from the arrival of the brief to their appearance in the media.
Automated marketing – but what will the quality be like?
Many fear these systems because they think that if the creative is not made by a graphic designer or programmer working at the agency, it will surely not be what we accepted as clients, brand owners, based on the approved master creative. I must contradict this, as the DCO system precisely helps to create the video, moving, or even static display creative envisioned by our creative agency, and not only creates it but also clones it in infinite quantities.
Cloning here means that it retains the elements of the master creative, which it saves as a template and places the pre-selected elements into this template. These elements (assets) can be various videos, images, texts, CTA buttons, and captions. However, one thing is common to all of them: they are loaded into the same template, presentation form. Thus, in the end, the appearance of each display banner is uniform and corresponds to the creative accepted as the master.
In addition to ensuring a uniform and brand-appropriate appearance in infinite variations and sizes, it immediately produces the creatives that are ready for advertising. The system automatically delivers the creatives to the advertising (ad servers) systems, so there is no need to deal with uploading. This way, we can save time and energy for our creative agency, which will have more time to create new concepts or even master creatives. The system is not only suitable for producing standard IAB display banners but also for creating unique formats and sizes, and it is even capable of producing and uploading social (Facebook, Instagram, Tik-Tok) advertising creatives.
When is it worth using a DCO system?
At first glance, we might think that this advertising-generating system is mainly worth applying for companies with online shops, where the system can pull the product image, price, product name, and product benefit message from a database to display on the banner, but if we think more carefully about how the system works, we quickly realize that it can also provide a perfect solution in other sectors.
- It is worth applying even if we primarily plan to display our ads through programmatic systems, but we think in terms of multiple variations rather than a single creative.
- If our target audience is broad and we want to segment it to deliver personalized ads and messages, which makes our campaign more effective.
- If we do not want to run a single type of creative, but several versions. The number of versions can be very high. It is worth creating multiple elements from images, messages, CTA buttons, and messages, and inputting every combination of these into the DCO system, which will produce their variations.
- If we have too many messages and cannot decide which is the most attractive to our potential customers. With the creatives quickly produced by the system, we can find out within a week which message is the most relevant for each of our target groups, which is worth displaying in our other ads, even on offline (billboard, citylight) surfaces.
What are the downsides?
As with the introduction of any new system, difficulties may arise at the start. On one hand, we need to carefully consider how to integrate the use of the new tool into our previous processes, and on the other hand, we need to prepare our campaign more thoroughly. It is worth clarifying the targeting and target groups from the beginning, which creative we want to display for which targeting and target group. It is important how we label the creatives, and perhaps one of the most important things is to be aware of how we will measure and analyze the data. For this, the marketer alone is not enough; it is better to work with the media agency, the creative agency, and the DCO team to figure out the optimal collaboration processes. This takes time, but based on my experience, thoroughness pays off.
The future, or already the present?
In summary, it can be said that by using the DCO system, we can display relevant creatives to our targeted audience. The targeting is done by the media agency, while the production of relevant creatives is handled by the DCO system. If we break our target audience into more units and it is important for us to display personalized creatives and messages for them, then we use the system to produce multiple creative versions, as we can produce display banners more efficiently and quickly. Time is money; the sooner we can launch our campaigns and promotions towards our potential customers on the purchased media surfaces, the sooner we can profit from our displays. So, if we want to show the right creative to the right person on the right platform, now is the time to consider using a DCO system. After all, every marketer's dream is to automate the processes that arise during their work and to respond as quickly as possible to the external and internal changes that can influence the success of a campaign almost daily.
