Programmatic Creative vs.Dynamic Creative Optimization (DCOs)

Melody YanMarketing Manager, Thunder

makethunder.com

Programmatic creative refers to theset of advertising technologies thatadd speed, scale, and automationto the creative process.

P R O G R A M M A T I CC R E A T I V E

Split test, learn, and optimize

Tailor creatives to audiences

Quickly turnaround a highvolume of ads

D C O D Y N A M I C C R E A T I V EO P T I M I Z A T I O N

C R E A T I V E M A N A G E M E N TP L A T F O R M

C M P

D C O = A D F A C T O R Y

Data feeds used to generatecreatives on the fly

Optimization = automaticmulti-variate testing

Direct response campaigns

D C O

Ad units can pull in datasuch as:

Product catalogues

Special offers

Store information

C M P = P O W E R T O O L

Mass customization drivenby people

What You See Is What YouGet (WYSIWYG)

Enables creative for anyadvertising purpose

C M P

Individual traits can becustomized such as:

Image position

Text position

Text size

R E Q U I R E D S K I L L S

Design

Copywriting

DSP/DMP Configuration

Data Analysis

HTML5 Coding

Data Structures (RSS,XML, JSON, etc,)

CMP DCO

A C O M P A R I S O NO F M I N D S E T S

DCO: Plan campaigns months in advance

CMP: Enables a more agile approach to creative

DCO:

CMP:

C M P E X A M P L EU S E C A S E S

You want to tailor yourcreatives based on any data

You are looking to buildads in sets of multiple sizes

You want morecustomization abilities

You are a publisher or mediacompany selling displaycampaigns to a high volumeof local businesses

C M P E X A M P L EU S E C A S E S

D C O E X A M P L EU S E C A S E S

You have an organized datafeed to build ads with, suchas for product remarketing

You are operating a directresponse campaign withmillions of impressions

You plan your advertisingmonths in advance

You want to use thefollowing data to drive yourdynamic creatives: location,device, time, or weather

D C O E X A M P L EU S E C A S E S

E S S E N T I A L G U I D ET O P R O G R A M M A T I CC R E A T I V ET E C H N O L O G I E S

With over $6 billion spent on DSPs andDMPs to precisely target audiences,programmatic creative activates thatdata with precisely tailored messages.

Learn about the two mainprogrammatic creative technologies:

Dynamic Creative Optimization (DCO)Creative Management Platform (CMP)

About Thunder

Thunder Creative Management Platform enables publishers, agencies andadvertisers to match display ad creative executions to the increasing varietyof targeting segments and ad formats.

Learn more about Thunder at: www.makethunder.com