Rise of the machines? Dynamic optimisation gets 59% higher conversions
November 17, 2012
Optimising advertising creative ‘on the fly’ via automated software is achieving 59% higher post-click conversion rates and 20% greater engagement, according to new research.
The research is based on findings from DG and MediaMind looking at digital Direct Response campaigns using dynamic creative optimisation.
The 59% higher post-click conversion rates translates to higher quality click-throughs for digital campaigns, meaning advertisers can better gauge how many people clicked through to pages with intent, for example, to make a purchase. The study examined results secured with MediaMind’s Smart Versioning dynamic creative optimisation product.
Smart Versioning (SV) allows advertisers to plan a campaign that serves different ads to target based on real-time audience data. Adjusting creative dynamically improves relevancy and can increase overall return on investment. Smart Versioning campaigns are only limited by the advertiser’s imagination; a SV campaign can display up to tens of thousands of ad variations during its lifetime.
The study analysed two billion global SV campaign impressions and compared them to 300 billion global impressions from standard banner campaigns in two campaign categories: Direct Response and Branding.
For brand campaigns, the research revealed that Dwell rates, a strong indicator of ad engagement, were 20 per cent higher in campaigns using dynamic creative optimisation, a dynamic creative optimisation product, than those of standard banner campaigns.
Overall, the results revealed that increased and higher quality click-throughs are a clear benefit of using Smart Versioning for digital campaigns. In addition, SV boosted Dwell rates by nearly 20%. Dwell, a proprietary metric of DG within its MediaMind platform, uses cursor tracking technology to measure if and how a user hovers over an ad or video strong indicator of ad engagement.
“Producing higher quality clicks for brands by using Smart Versioning is one of the simplest ways to improve campaign performance,” said Ricky Liversidge, Chief Marketing Officer, DG. “Our clients have already seen the tangible benefits of increased brand engagement and impact of using the MediaMind platform to keep the creative elements of a campaign fresh and relevant to users.”
The full study is available for download here. Registration required