“Many people still think of CTV as the same as linear, just delivered through a different pipe,” said Oz Etzioni, CEO at Clinch. “They think of it as the new TV, and most don’t realize that they can run DCO on CTV. DCO is more of a strategy you start with and not just a tactic applied afterward. It can and should be easily integrated with CTV activation from day one. A lot of people think it’s a bit more complex than what they do on a daily basis when that isn’t the case.”

As marketers are jumping on the CTV train and shifting budgets over from linear TV and social, some are also repurposing those creatives for CTV. With the right technology, assets made for linear can also be easily modified for DCO use on CTV. 

DCO can allow for better ‘repurposing’ strategies

Effectively repurposing creative takes a strategic approach. Different experiences, devices and modes mean those creatives should be treated accordingly. 

“Most marketers are either running on linear TV already or are dealing heavily with video and have the video assets they need,” said Etzioni. “DCO can help them venture into this new screen that requires a different user experience than what they may be used to. You can enter a lot of dynamic elements that are really relevant to the consumer in very robust, automated ways that don’t necessarily require investing money in more production. DCO platforms can help marketers personalize and create many more variations in an automated way that will create efficiency. It will save them time and money and allow them to reach more households with more compelling experiences.”

For marketers intimidated by the many variations involved with DCO and keeping track of all the moving parts, especially with the quality of production demanded by CTV, technology is helping to streamline and simplify the work. 

“Imagine you have a TV ad or an online video ad that you’re running, but up until now, you’ve invested a lot of media money in order to segment the audiences and buy those impressions specifically for the audiences you want to target,” Etzioni said. “But, you’re showing everyone the same one or two ads. A DCO platform helps you take those audiences and understand how to A/B test many different versions. With that one video asset, a DCO can create many different variations, by adding dynamic elements like maps, QR codes, different messages and overlays and changing them based on the audience during that ad spot.”

In addition to providing a more personalized and better ad experience, DCO is …read more

Source:: Digiday

Author: Aaron