Creative Solutions: AI Integration with Dynamic Ads
There has been a breakthrough in both the technology and applications of Artificial Intelligence (AI) in recent months. This wave of interest has extended to the Adtech world, as people have begun to ask questions and brainstorm about where AI can be applied, and the potential benefits that ads can gain from it.
We saw the great potential of combining AI with another powerful tool - Dynamic Creative Optimization (DCO). This technology has enabled brands to reach new heights of personalization, automation, and efficiency in their digital campaigns. With this in mind, we came up with a concept to maximize engagement with the target audience. This solution involves leveraging AI to dynamically adjust the headline in the banner.
Opportunities
The agency presented us with a challenging project of combining AI and DCO to create a banner. The primary requirement was to make the process as seamless and integrated as possible. The headlines generated by the AI had to be easily accessible to the banner, reducing any manual work. In other words, they a solution to generate the headlines with the OpenAI website and then manually update the DCO wasn't an option.
We needed to ensure that the integration of the two systems was as efficient as possible. The result of the solution allows the headlines to be created with minimal effort required for manual work. We also tested and refined the AI to ensure that the headlines it generated were always appropriate and relevant to the banner. With our hard work and dedication, we could create a banner that was both efficient and visually appealing.
Our Approach
The project would have two separate parts — an AI service and a DCO set up on the platform.
For the first part of the project, we coded our AI service to be as flexible for the agency to use as possible. The service allows them to generate headlines, provide additional prompts or suggestions, select how many words should be used, or adjust the tone of generated headlines. Once the agency was happy with generated content, they could decide which of the headlines were available to use in the banner.
The second part uses two parts of DCO — Dynamic Ads and Product Retargeting. We used Dynamic Ads for powerful auto-optimization and Product Retargeting for a feed. Combining both allowed for a seamless integration that effortlessly bridged the gap between the generated headlines and the dynamic creative optimization.
Looking at it from the technical perspective, we are saving selected headlines as a product feed which the banner is connected to. Through Dynamic Ads, the agency is then pairing creative visuals such as images to the headline of their choice from the feed.
Result
This two-part approach, combining an automizer solution with Adform's DCO, proved to be a winning formula. It allowed us to strike the right balance between operational efficiency and creative excellence.
The client simultaneously ran static image banners that looked visually the same as the solution to test the performance differences of the setups. The only difference between the static images and the solution was the headlines which were generated by AI and auto-optimization engine which used click-through rate to track and push better performing copy.
At the end of the campaign, the solution had 174% higher CTR than the static banners.
Learnings and Applications to Other Industries
The successful integration of AI with DCO opens up exciting possibilities for its adaptation across various markets. The beauty of this AI-DCO integration lies in its versatility, as it can be tailored and adapted to meet the unique requirements and nuances of different industries.
By harnessing the power of AI algorithms, businesses in sectors ranging from e-commerce and finance to healthcare and entertainment can optimize their advertising strategies, deliver personalized experiences, and drive engagement like never before. The ability to dynamically generate and refine headlines, coupled with the automated optimization capabilities of DCO, allows for efficient and effective campaigns across diverse target audiences.
We also see the potential to incorporate AI into more areas including creatives allowing more control over which visual is shown or adapt headline to a selected audience.
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