Real-time relevance for programmatic DOOH

Dynamic Creative Optimization (DCO) adds a crucial dimension to programmatic digital out-of-home: dynamic content. Whilst programmatic determines when and where a campaign is displayed, DCO ensures that the message itself is tailored to the specific context.

What is DCO?

Dynamic Creative Optimization (DCO) refers to the data-driven, automated adaptation of digital DOOH advertising content whilst a campaign is running. Content such as visuals or text is combined and displayed in real time – depending on defined factors such as time, location or situation. This creates relevant advertising messages in public spaces without the need for manual adjustments during the campaign.

Why DCO?

DCO significantly boosts the impact of programmatic campaigns. It enhances relevance through contextually appropriate content, reduces production costs thanks to modular advertising assets, and improves campaign performance through eye-catching, context-specific messages.

Studies such as the much-cited neuroscience study ‘The Moments of Truth’ by Clear Channel, JCDecaux and Posterscope demonstrate the contextual relevance of DOOH. Based on a combination of neuro-measurements and campaign tracking, the study’s findings highlight the positive impact of DOOH campaigns:

• 18% higher brain activity with dynamic, contextually relevant DOOH creatives

• 17% increase in ad recall compared to static content

• 16% increase in sales with dynamic creatives

• 32% uplift in overall impact when time of day, content, and location are aligned with the right context

Typical applications

Dynamic Creative Optimization (DCO) is particularly well suited to time- and location-dependent communications, contextual content such as weather-based motifs, and dynamic offers or retailer-specific messaging.