Notable DCO ads from 2024

As viewers move to streaming, television becomes more digitized and more like the internet. This transformation gives brands many advantages, including the availability of dynamic creative optimization ads on CTV. With DCO, advertisers can implement new strategies for personalization that are not available on linear TV. 

Personalizing campaigns enables brands to use data-driven signals to generate 1:1 messaging at scale, making it more relevant to specific audiences and individual viewers. With personalized ads, brands create versions of ads based on a single template, where elements — such as images, text, headlines, and background colors — are automatically swapped out by reacting to data signals like geolocation, weather, and daypart. 

Personalized ads also enable advertisers to shift messaging based on whether a household has previously seen an ad in a specific campaign. This capability allows brands to serve messaging that is lower in the funnel to these viewers. Innovid data from the first half of 2024 shows that interactive DCO performs, delivering an average of 20.18 seconds of additional engagement compared with standard video ads. 

With Innovid’s easy-to-use DCO solutions, which can render hundreds of versions in minutes, you can personalize your messaging at scale. Below are a handful of notable DCO ads in The DCO CTV Ad Gallery that Innovid helped create. These examples might help stir your creativity to see what your organization can do with DCO. 

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Advertiser: Cayman Islands

Comment: In this DCO campaign for the Cayman Islands, the country’s tourism bureau created 15 versions of advertisements highlighting various airlines that bring visitors to the Caymans. For instance, this version features a QR code that takes the consumer to a Southwest Airlines landing page. Other ads feature QR codes that take consumers to other airline’s sites. Based on the viewer’s location, the DCO campaign serves the airline most likely to have a convenient flight to the Cayman Islands — for example, United in its Chicago hub, Delta in Atlanta, and JetBlue in the northeast.   

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Advertiser: CalPol UK 

Comment: For this DCO campaign, Innovid created 168 different versions of 10-second spots for CalPol UK’s campaign for children’s medicine, such as cough syrup and saline nasal spray. The versions are differentiated by several interchangeable elements, such as creative, product, and time of day, enabling CalPol to serve the most relevant ads to its audience. 

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Advertiser: Cadbury 

Comment: This ambitious DCO campaign from Cadbury, which has long been a marketer that prizes innovation, asks viewers to use a QR code that takes them to a landing page that enables the creation of a personalized video to celebrate a community volunteer, such as a youth sports coach. Innovid helped Cabbury personalize this “Give a Cheer to a Volunteer” campaign by creating 396 versions that addressed viewers by name — from Abby to Zoe and from Aaron to Zac. 

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Advertiser: DoorDash 

Comment: In this combination interactive and DCO campaign, DoorDash is recruiting delivery drivers in various locales across the country. This campaign, created with Innovid, personalizes the messaging by geolocation with, for instance, a “Scan to be a Jackson Dasher Today” served in Mississippi and “Scan to be a Cincinnati Dasher Today” served in Ohio. The ad includes a QR code to close the deal with potential drivers. 

Learn more about the power of DCO to make your ad campaigns more relevant to your audience, 

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