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Analysis of Dynamic Creative Optimization (DCO) Competitive Products
Analysis of Dynamic Creative Optimization (DCO) Competitive Products

Dynamic Creative Optimization (DCO for short) is a dynamic optimization technology of advertising precision delivery based on big data, which means that after the product information, copy, LOGO, background, activities and other elements of advertising creative materials are arbitrarily adjusted and combined, different contents and effects are dynamically displayed according to the specific attributes and behaviors of reaching users. This technology can make advertising creativity more targeted and accurate, which can be significantly enhanced.

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Benefits:

1. Improve efficiency

When advertising, we should make a lot of creative materials according to the size of the advertising space and the format of the materials. It takes a lot of manpower and material resources to launch advertisers with great demand, especially e-commerce advertisers with many product categories who need to hold promotional activities frequently. DCO can automatically combine renderings of different versions and sizes according to the original creative materials, thus improving work efficiency.

2. Improve the user experience and increase the conversion rate.

What DSP can do: present the right advertisement to the right person at the right time and in the right scene. On this basis, DCO Technology will promote different creative combinations according to the differentiated characteristics and preferences of individual users. For example, advertisers selling musical instruments push different musical instruments according to the music types that users like; The advertising copy of a hospital in Baidu search results will change according to the user's search words: the product content in e-commerce advertisements will change according to the user's previous shopping data.

3. Dynamic optimization

The DCO system adjusts the material combination in real time according to the delivery effect of different creative pictures in a specific crowd or environment, automatically optimizes the delivery ratio of creative pictures, enhances the exposure and interaction effect, and truly screens out the most popular ideas according to consumers' preferences, eliminating the inferior and preserving the superior.

Competing products 1- Ali Mama Zhizuan

Creative leaderboard, creative lecture hall and creative laboratory help customers solve the problems of advertising content and advertising effect.

Service target: Taobao shoppers/individuals

First, the delivery principle

The positioning of the drill exhibition is that every Taobao visitor will form various behaviors such as searching, browsing, collecting and purchasing, and the platform will label these visitors according to these behaviors. If a person often buys a whitening mask on Taobao, she will be labeled as "whitening mask" and "female".

When setting the orientation, the platform can circle these tagged people through the drilling and exhibition system, thus only showing the advertising creativity of the platform to these visitors. Therefore, everyone with different behaviors opens the advertising space of the drilling exhibition at the same time and sees different advertisements. Through reasonable positioning, show your advertisement to the person you want, and get accurate traffic and good advertising effect. There are two delivery processes:

Store promotion

Baby promotion

Two. product

Creative ranking

Based on different resource locations and crowd orientation methods, the platform presents historical data in the form of leaderboards, and arranges them into excellent ideas of the same category, excellent ideas of the same marketing scene and similar store ideas. It can help businesses intuitively understand the advertising environment of the drilling exhibition and better understand the creativity of peers and even competitors around them.

Creative forum

The platform will be organized into creative design methods, creative trend analysis and consumer insight according to the same category and the same marketing scene by mining historical data, combining eye movement test, image recognition technology, buyer behavior research, professional literature research and ABtest comparison. Presented to merchants in the form of knowledge to help them better design ideas.

Creative lab:

Mainly solve two major problems in the creative production of merchants:

1. There are many different ideas, and the evolution of programmatic advertising makes every consumer behind the advertising space clearly identifiable. Based on accurate targeted advertising, the conversion rate has also been greatly improved. The way to communicate with all consumers through an advertisement began to change to communicate with thousands of consumers through 1. This has given birth to enterprises, and the demand for creative production has greatly increased.

2. Release the production cost, that is, the platform hopes to directly help merchants to produce more, faster, better and cheaper ideas in batches through instrumentalization, so that merchants will no longer worry about the lack of professional design resources.

Three. superiority

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

2. Support full-page linkage and personalized editing.

3. The template is continuously optimized to ensure that the applied template is effective, mainly based on the following four technologies:

? Intelligent template library

The platform will pass the comparison of historical data mining, eye tracker testing and abtest. The framework of the template is precipitated in a layered and dispersed format. Then, based on the professional knowledge deposited 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

Copywriting excavated from historical data has obvious influence on creative effect. According to the main title, subtitle and points of interest, different marketing scenarios are extracted by classification and entered into the copy database.

? Smart picture library:

Its material upgrade mainly comes from three sources:? 1. Grab the merchant's own historical materials; 2. Grab the product map of the merchant's store details page; 3. Pictures and materials independently uploaded by merchants. All summarized in the creative picture library.

Intelligent color library:

Includes two paragraphs: 1. Automatic capture of the main color of the picture will solve the identification of the main color of complex pictures. At present, the platform has been opened and completed. 2. It is to develop different styles of color matching models, put them into the color matching library, and carry out automatic color matching of pictures.

Four. explain

Ali Mama Zhizuan serves customers who open stores in Taobao (Tmall), providing them with two services: promoting stores and promoting treasures. There are mobile, PC Taobao, Tmall, portals, film and television websites and various vertical industries. Once you choose the placement position, you need to make a creative map of the corresponding size. For this reason, Zhizuan provides customers with a professional editor, which can easily create ideas according to the marketing scene, style, excellent template, size and composition experience. This DCO is optimized for shopping purposes, focusing on templates, and constantly screening out the best quality templates by using big data for businesses to apply directly. For the merchants who want to continuously learn and optimize the delivery, Zhizuan provides a creative forum, which summarizes the delivery experience and creative production skills in the form of forum articles for merchants to learn.

Reference significance:

1. Multi-size editor, creative real-time adjustment, WYSIWYG effect can reduce the production cost and threshold.

2. Create ideas directly by applying templates, and constantly optimize templates based on big data technology to ensure the click effect.

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Jingpin 2- Baidu Nishang

Nishang creative tool is a material production tool of Nishang platform. Users who have no design foundation or need to edit quickly can quickly complete the material production on PC and mobile terminals through this tool.

I. Functions

1. Material production

Replace the material according to the creative template, and you can make various sizes through simple editing. In addition, you can customize the template.

2.H5 Marketing Page Making Tool

Making Mobile Marketing Pages and Templates

3. Programmatic creative tools

Based on the labeling system of marketing, creative design and user needs, we will make multi-selling and multi-combination advertising ideas, and display different ideas according to the advertising display environment and user needs; By using the label system, we can provide the same combination of creative front chain and creative landing page before and after the experience, and improve the advertising effect.

Two. explain

Based on the designed creative template and a large number of copyright pictures, the material is produced in batches through grouping and linkage. The size of the material is optional, but it is generally the size of Baidu products, such as internet alliance, phoenix nest and information flow promotion.

Nishang official website has operating instructions, frequently asked questions, creative tutorials, material review conditions, creative tutorials and so on. It can be seen that the positioning of Nishang is to provide material production tools for every customer with promotion needs. Baidu's commercial service market has a large number of tools, services and tutorials provided by self-operated or third-party companies, including promotion management, creative production and marketing transformation. It is an ecology about commercial marketing to meet the promotion needs of small and medium-sized enterprises.

Reference: Marketing 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 effect through Baidu Nishang and Baidu commercial service platform.

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Jing pin San kuai craft

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

I. Product introduction

1. Production management tools

Cloud production tools realize online production of multi-size advertisements and automatically generate advertising ideas of various specifications; The template library and material library in the management platform support one-click production of creative materials, including material review and delivery.

2. Optimization tools

Judging the advertising effect according to hovering, clicking and converting. You can analyze the effect of each element, such as copy, background, illustrations and other elements. Among them, optimization is divided into creative optimization and creative production: for a launch activity, individual optimization results are obtained from the process of trial and error; Creative production refers to summing up experience from the effect of each launching activity, such as label size, location, copy ratio, background purity, number of models, etc.

Two. approaches to cooperation

1. Dock DSP to optimize the delivery effect.

Case: Cooperate with Bridgewell to create an e-commerce window.

Question: Yu Hui Knowledge is the largest DSP service provider in Internet advertising industry in Taiwan Province Province, focusing on personal recommendation and redirection technology of e-commerce products, with hundreds of local e-commerce customers in Taiwan Province Province. The traditional way of e-commerce redirection tends to be homogeneous, and only the products seen by the audience are continuously displayed. The effect has been improved to a certain extent, but it soon reached the bottleneck, even in the case of repeated exposure, it brought disgust to the audience and produced visual fatigue.

Solution: The chopsticks pin window solves the existing redirection problem. Providing the goods that the audience pays attention to also ensures that the goods have different styles in different places, different times and different scenes.

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2. Dock advertisers and design creative maps for them to optimize the effect.

Case 1: Help Mars chocolate optimize its delivery in Taobao.

Through the cooperation with Tmall Big Data, Mars Chocolate makes full use of e-commerce data to segment the population and determine the target audience. Amoy partners can design diversified and high-quality communication elements in a targeted manner to achieve "thousands of people". However, diversified content requires efficient creative production. The chopsticks KuaiPlay cloud creative production platform can quickly combine and expand the imported creative elements and adapt to various sizes at the same time.

Case ②: Optimization of SEM landing page of Guangfa Credit Card

Question: With the continuous adjustment and optimization of search terms, the bidding mechanism has become more and more mature. In addition to SEM optimization, more and more enterprises begin to focus on increasing the information richness of landing pages or accurately matching search terms to improve the conversion effect of landing pages. But landing page optimization has always been a very difficult piece. Every page production, 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 particularly evident in the banking industry.

Solution: Chopsticks Technology, after understanding the requirements of CGB Credit Card for optimizing the search of the landing page of core words, bound the contents of the landing page with the core keywords, designed dozens of identical creative combinations, matched the key search words of CGB Credit Card, and made real-time decisions on the creative contents through customer feedback such as hovering and clicking, thus saving testing and auditing time. The conversion rate has increased by more than 65,438+00%, and the ratio of the number of clicks on the landing page to the number of cards opened has also increased significantly. Moreover, the background of the system 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.

Three. Explanation:

After receiving the advertisement request, the chopsticks company focuses on the optimization of push: how to ensure the effect of push advertisement, that is, to solve the problem of "what to say". To ensure the advertising effect, we need to pay attention to two points: 1. How to obtain user data and optimize the algorithm to get more accurate user portraits; 2. How to ensure that the pushed advertising form is liked by users? For the second point, Chopsticks Technology's approach is to provide convenient creative production tools, generate a large number of advertising ideas with one click, collect data in the advertising click effect, create creative DMP, deconstruct creative factors, use image recognition for creative classification and artificial intelligence big data operation, and gain insight into creative design services. The core value lies in the data of different people's reactions to different ideas accumulated in this process. How to maximize the value of this part and sum up everyone's different preferences for creativity through technical means is the core problem to be solved in chopsticks technology at this level. For Shunfei Company, because the existing DSP system and DPM system 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 make a variety of creative effects to match different users, even if the "element" level of chopsticks technology is not optimized for the time being, accurate marketing can be realized.

related data

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