By Taylor Fielding, CEO of TFM Digital Brisbane
Relevance has never felt more relevant. In 2025 it will be supercharged through technology. For those of us in media, our audiences are paramount. Understanding their behaviour, motivations and intentions will continue to be a key battleground for marketers.
And the key to relevance is personalisation. After all, who among us doesn’t want to feel like we’re being treated as an individual? There needs to be that personal connection felt by consumers, to act on brand messages. So the next 12 months is not just about knowing your niche audiences but being able to reach them with the feeling of tailored content at scale.
Start early
Dynamic creative allows for every audience member to feel like the messaging is directed at them. Whether it’s your location, search history or weather conditions, Dynamic Creative Optimisation (DCO) can iterate campaigns in real-time to make ads feel more relevant. Thousands of variants can be optimised to deliver the best one for your next customer, with better outcomes for marketers. Omnichannel personalisation can improve lead generation by 46%, and drives results regardless of the overall business objectives.
All of this is why the DCO space is expected to double within the next six years.
It’s a compelling approach for brands, however it does require planning. DCO conversations should start early in the campaign discussion. This way the creative idea, can be informed by the personalisation potential.
As with any media process, or technology platform for that matter, it’s definitely a case of sh*t in sh*t out. Your audience data and its segmentation must be clean and formatted correctly. Rich data sources will offer you the chance to achieve much higher results.
So for anyone that may have experienced average results from a DCO campaign, I’d say review your inputs, as that’s likely where it will have been let down.
What’s changed?
DCO has been around for a long time, since I first started. However automation technology is getting better, to the point where it can start to step in when information may be missing or incomplete.
According to one industry pioneer with almost a decade of experience in this area, AI is a powerful tool to help plug gaps in the creative process, whether that’s copy or even design. Alice Charlton, Addressable Content Lead at Hogarth believes: “It allows brands to think more laterally and inclusively about their creative, even if budgets traditionally didn’t allow for this with limited assets or content, for example”.
What’s next?
We’re seeing more brands request these types of campaigns, whether that’s across their DOOH, CTV or online channels. Charlton agrees that continued advancements in technology will extend higher quality, audience driven data, as well as live API data across channels, ‘making content feel more live, relevant, and personal, than ever before”. Particularly for OOH, where following improvements with the expected Move 2.0, we forecast more real-time ads which capture the mood of the local audience.
The ingredients are in place from a brand perspective, the environment with technology advancements is there, and consumers are already stating that they want more relevancy. Which is why I believe DCO campaigns are set to explode over the next 12 months.
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Top image: Taylor Fielding