Dynamic creative optimisation leads to more efficient acquisition
Using dynamic creative optimisation (DCO) has streamlined Trainline’s display creative process to ensure their online advertising can be scaled, updated and is effective in the most efficient way possible. The agility of using DCO, which uses an algorithm to interpret multivariate testing, allowed us to reach a specifically targeted audience at exactly the right time. We were, alongside Trainline, then able to edit the campaign on-the-go to improve the process further.
The dynamic creative resulted in a 53% higher CTR.
This was in comparison to using a default creative as the creative would automatically update based on user search queries, making the Trainline digital experience personalised. Implementing this new creative approach also resulted in an impressive 34% decrease in CPA when compared to default messaging emphasising the benefit of user targeting.