A large telecommunication brand wanted to find out who their most engaging audiences were across Display & Youtube. They ran a bilingual campaign across the Kingdom of Saudi Arabia in English & Arabic targeting five different audiences with dynamic messaging for the launch of their 5G product line. The goal was to increase CTR & VTR and gather data-driven insights to find out which were the best performing copies and imagery against each audience segment.

With the launch of the new 5G product line, the brand selected five main audience segments to use as targeting: Movie Buffs, Avid Gamers, Motor Heads, Travel Buffs, and Sports Fanatics. These five audiences were selected from a larger group of previous historical campaign executions. The media channels and audience strategy was crafted by the media agency and put in place cross-channel on Display and Youtube. In collaboration with a DCO partner who personalized the creatives, the audiences set up on DV360 and Youtube were then connected through line items to each respective relevant creative. Once a particular consumer in these audience segments was reached, they would be served a relevant personalized ad promoting the product in relation to the consumers' interest (i.e. sports, cars, etc). As the campaign went on, each week data-driven insights were shared and discussed amongst all parties in order to action the best optimization approach.

The brand alongside its media and creative agencies, collaborated with a DCO technology partner to execute a dynamic creative strategy. A testing framework was put in place to measure the performance for each of the five audiences against different creative images and messaging. They produced a total of 286 creative variations that were later executed on Google Programmatic Display across 8 ad formats and Youtube across Truview and Bumper Ads. The DCO technology partner was integrated into both of these media channels allowing for a smooth alignment from dynamic creative to audiences set up on DV360 via Line Items. The campaign ran for the duration of one month. During this time, data-driven insights were surfaced allowing for real-time optimization, leading to effective campaign results.

As a result of dynamic creative optimization, data-driven insights allowed the brand to understand who their most engaged audiences were and which message resonated with them most. Throughout the campaign, creative insights were surfaced showing the best and least performing creatives. This allowed for a decision to remove any low-performing creatives or test another message/copy to drive performance. This also allowed media budgets to be shifted from poor performing placements or creatives. By consistently monitoring the campaign performance across all parties and utilizing data-driven insights during the campaign, we saw a 103% increase in CTR from Display banners achieving a 1.43% CTR in comparison to the standard brand benchmark of 0.70%. Across Youtube, a 16% uplift was reflected achieving a 31.32% VTR compared to the brands' benchmark of 16% VTR.