Results
Audi Czech Republic, the automotive brand, partnered with Adform to test dynamic video creatives in an Audi A6 RTB campaign in the Czech Republic. Together with its media agency, Omnicom Media Group Czech, Audi deployed Adform Video DCO alongside static and standard video banners to understand what drove higher user attention under a consistent measurement framework. Audi also partnered with Amplified to measure passive and active attention consistently across formats. The campaign used dynamic combinations of video, headline, and CTA to identify which creative variations delivered stronger awareness signals.
passive attention vs. banners and video banners
active attention vs. banners and video banners
DCO combination of all assets video, headline & CTA
Why Adform:
Audi was looking for a way to scale video creative optimization while maintaining efficiency across programmatic execution. Traditional workflows limited the ability to test multiple creative variations without increasing production time and cost.
With Adform Video DCO, Audi was able to generate multiple video variants dynamically, enabling structured creative testing and optimization within a single campaign environment. This approach allowed Audi to explore new ways of improving campaign impact while maintaining a streamlined workflow for delivery and measurement. The setup also supported delivery across both third-party cookie and first-party ID environments, performing best in combination with ID Fusion.
Challenges:
Audi Czech Republic, known for its innovative approach to digital communication, continuously seeks ways to enhance programmatic campaign performance. For an Audi A6 RTB campaign, the aim was to better understand how different creative formats and messaging influenced audience attention.
Working together with Omnicom Media Group Czech and Amplified, Audi set out to compare the performance of static banners, standard video banners, and dynamically optimized video creatives. The challenge was not only to improve awareness performance, but also to do so under consistent measurement conditions while scaling creative variation beyond a limited set of manually produced assets.
Solution:
Using Adform Video DCO, Audi and Omnicom Media Group Czech built a dynamic creative setup that automatically combined approved campaign assets, including video footage, headlines, and calls to action. This enabled Audi to generate 34 unique video creative variations and A/B test different messaging and CTA combinations at scale without increasing production complexity.
At the same time, the Adform platform supported the integration of Amplified measurement scripts, allowing passive and active attention to be compared consistently across static banners, standard video banners, and dynamic video creatives. Based on these attention signals, campaign delivery was optimized toward the highest-performing creative combinations to identify which variations most effectively captured user attention.
Martin Stránský
Senior Marketing Specialist, Audi Czech Republic
“At Audi, we have long focused on innovation in digital communication. Together with Adform and PHD, we have successfully tested DCO video formats, which have delivered above-average results, particularly in terms of measured user attention. Dynamic video allows us to combine attractive storytelling with strong campaign performance and opens up new possibilities in the field of performance marketing.”
Aneta Kusá
RTB Teamlead, Omnicom Media Czech
“Implementing the video DCO format was a new experience for us. Thanks to Adform and their customized template, we were able to successfully test this innovation and explore new possibilities in dynamic content—both in terms of performance compared to other formats, as well as through additional Attention measurement from Amplified, who provided us with valuable insights for working with this format in the future.”