One of the biggest challenges marketers and advertisers face today is being able to cut through the noise and reach their targeted consumer in a way that feels authentic. By running dynamic campaigns, it’s possible to avoid creative fatigue and deploy a personalized experience tailored to your audience’s specific needs. After this session, you’ll be able to: • Plan for dynamic campaigns between creative and media teams and manage proper communication between all stakeholders • Understand the fundamental differences between DCO (Dynamic Creative Optimization) for display and social • Take a new approach to your marketing funnel and retargeting campaigns • Better craft user personas based off the data signals resulting from your dynamic campaigns

1. KEYNOTE
Chris Apaliski
SENIOR DIRECTOR, SOCIAL
ADLUCENT
The New Science of Authenticity for
Building A Lasting Brand:
(How Changes in Technology are
Rewriting the Rules of Messaging,
Branding, and Copywriting)
HOUSTON, TX ~ MAY 26 - 27, 2022
DIGIMARCONSOUTH.COM | #DigiMarConSouth

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Adlucent Confidential and Proprietary
WHAT YOU’LL LEARN
AFTER THIS
PRESENTATION,
YOU’LL BE ABLE TO:
Fundamental differences in
how we view dynamic
creative for display and
social.
UNDERSTAND
Your marketing funnel and your
campaigns from a completely
new lens.
APPROACH
Stronger personals based
on the data signals resulting
from your dynamic
campaigns.
CRAFT
Dynamic campaigns between
creative and media teams and
managing proper
communication between all
stakeholders.
PLAN
2

3. Adlucent Confidential and Proprietary
ABOUT ME
Chris Apaliski
SENIOR DIRECTOR, PAID SOCIAL,
ADLUCENT
HOBBY: Music
SPORTS: Hockey and Baseball
I use this headshot a lot because it makes me look cooler than I
actually am.
WHO’S IN THE ROOM
@RedefineChris @CAPALISKI

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ABOUT ADLUCENT
OUR CLIENTS
#1
Google’s largest shopping ads agency
$1.5B
Digital media managed annually

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BREAK THROUGH THE FEED CLUTTER
MYTH
Dynamic Creative Optimization (DCO)
and Dynamic Creative Versioning (DCV)
are the same thing.
Adlucent Confidential and Proprietary

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BREAK THROUGH THE FEED CLUTTER
TRUTH
Dynamic Creative Optimization is often
deployed in display campaigns, while
Dynamic Creative Versioning is a facet
of social. While both have similar goals,
they inherently function uniquely.
Adlucent Confidential and Proprietary

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DYNAMIC CREATIVE BENEFITS
● Reach the right person at the right time
● Avoid creative fatigue
● Craft stronger personas based off of tangible
signals
● Execute more efficient retargeting campaigns
● Create a personalized experience at scale
DYNAMIC
CREATIVE BENEFITS

8. DYNAMIC CREATIVE
OPTIMIZATION +
DISPLAY MEDIA

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WHAT IS DYNAMIC CREATIVE OPTIMIZATION?
Dynamic Ads often perform
better than their static
counterparts, with up to a 25-
30% lift in ad performance.
One of the most common uses
for DCO is retargeting.
DCO gives marketers and
advertisers the ability to vary
creative delivery in real-time and
per-impression, delivering
personalized ads using data.
Real Time
Personalization
Grow Your
Retargeting Pool
Boost Your
Performance
WHAT IS DYNAMIC CREATIVE OPTIMIZATION?
Dynamic Creative Optimization (DCO) is display ad technology that creates personalized ads based
on data about the viewer at the moment of ad serving.

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HOW DOES DYNAMIC CREATIVE OPTIMIZATION WORK?
HOW DOES DCO WORK?
Assemble decision
trees per campaign.
ASSEMBLE
Base templates
develop and
deconstruct ads into
asset libraries.
TEMPLATIZE
Identify audience
segmentation and
opportunities for
personalization.
IDENTIFY
Learning Agenda:
begin by defining and
prioritizing what we
want to learn.
DECISION
Optimize via
advanced testing
methods.
OPTIMIZE

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DYNAMIC CREATIVE OPTIMIZATION: BENEFITS
STANDARD
APPROACH
DYNAMIC
APPROACH
Mass Message Approach
Linear Production Process
Limited Testing Potential
A/B Testing
Delayed Updates
Segment Specific Messaging
Template Based
Robust Testing Potential
Multivariate Testing
Reduced Timelines

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12
YOU CAN’T DO THIS ALONE.
YOU MUST USE A VENDOR.
DCO VENDOR EXAMPLES

13. DYNAMIC CREATIVE
VERSIONING +
SOCIAL CAMPAIGNS

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WHAT IS DYNAMIC
CREATIVE VERSIONING
IN PAID SOCIAL?
WHAT IS DYNAMIC CREATIVE VERSIONING?
Dynamic Creative finds optimized ad combinations
by taking multiple ad components and
automatically generating combinations of these
components amongst assets.
*We will assume the woman in this stock photo is wowed by some sick dynamic creative

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WHAT IS DYNAMIC
CREATIVE VERSIONING
IN PAID SOCIAL?
WHAT IS DYNAMIC CREATIVE VERSIONING?
The delivery system then optimizes for creative
components that deliver efficient results for each
impression served.
*We will assume the woman in this stock photo is wowed by some sick dynamic creative

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WHAT IS DYNAMIC
CREATIVE VERSIONING
IN PAID SOCIAL?
WHAT IS DYNAMIC CREATIVE VERSIONING?
Dynamic creative ads will then work to serve your
audiences the highest performing creative
combinations.
This is a great tool for advertisers who want to
learn what creative resonates with different
audiences.
*We will assume the woman in this stock photo is wowed by some sick dynamic creative

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WHAT PROBLEM IS DYNAMIC CREATIVE VERSIONING TRYING TO SOLVE?
● Advertisers don’t always know what creative works best
for their audience or placements. ​
● They then manually test creatives to see which ones
perform best.
● This is time-consuming and, quite frankly, very laborious.
● Making creative permutations of ads using constraints
defined around targeting, bidding, and placement helps
solve this issue.
WHAT PROBLEM IS
DCV TRYING TO SOLVE?

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Dynamic Creative allows advertisers to identify
and target the best creative to the right
audience and placement.
THERE IS HOPE
BREAK THROUGH THE FEED CLUTTER

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HOW DOES IT WORK?
HOW DOES IT WORK?
Breaks down ads into their most basic components:
● Titles
● Images
● Videos
● CTAs
● Text
● Characteristics of the image itself

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HOW DOES IT WORK?
Explores and spends on permutations of those
components to find the best creative for a given
impression.
Converges on the best creative for a given
impression by optimizing on:
● User
● Placement
● Objective
HOW DOES IT WORK?

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WORKFLOWS: CURRENT VERSUS DYNAMIC
CURRENT
WORKFLOW
DYNAMIC
WORKFLOW
21
Specify targeting
1
Manually build full ads
2
Monitor and adjust to serve best
performing ad
3
Specify targeting
1
Provide feed of assets, let
dynamic system optimize
2
Serve best performing assets to
target market
3

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SETUP IS EASY:
A STEP BY STEP GUIDE
SETTING UP DCV IN FACEBOOK
Set your campaign objective and build out your campaign as normal.

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SETTING UP DCV IN FACEBOOK
Prior to setting your
budget, toggle the
“Dynamic Creative”
switch to “on” at the
Adset Level.
SETUP IS EASY:
A STEP BY STEP GUIDE

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SETTING UP DCV IN FACEBOOK
SETUP IS EASY:
A STEP BY STEP GUIDE
Upload any applicable
audiences (CRM lists, etc.)
and update any targeting
specifics to your campaign.

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SETTING UP DCV IN FACEBOOK
SETUP IS EASY:
A STEP BY STEP GUIDE
Start uploading creative and all elements of your ad.

26. Adlucent Confidential and Proprietary
SETTING UP DCV IN FACEBOOK
SETUP IS EASY:
A STEP BY STEP GUIDE
Start uploading creative and all elements of your ad.

27. Adlucent Confidential and Proprietary
SETTING UP DCV IN FACEBOOK
SETUP IS EASY:
A STEP BY STEP GUIDE
All that’s left to do is publish!

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LET THE SYSTEM DO ITS JOB
While the algorithm learns about your audiences and
what creative resonates with them, it will start
converging on the best performing combinations for
your ad.
When you are ready to gather learnings from your
campaign, you can sort in the “breakdown” tab by
Dynamic Creative Element, and then either use the UI
or pivot the data and let it influence future campaigns.
THE SYSTEM WILL OPTIMIZE,
THEN YOU CAN REPORT OUT
ON YOUR RESULTS

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ADOPT A TESTING STRATEGY
Sandbox Campaigns Test Ad Concepts/Variants
Evergreen Campaigns Incumbent Ads
DRIVE PERFORMANCE
THROUGH CREATIVE
Test. Throw winners into your evergreen campaigns. Test again. Adapt.

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THE EASE OF DYNAMIC CREATIVE
Deliver the best creative for
each campaign audience and ad
placement.
Launch ads with multiple
combinations of creative assets
quickly.
Find high-performing
combinations of creative
components for your campaign
and drive performance.
Performance Led
Creative
Quicker Launch
Times
Boost Your
Performance
SIMPLICITY THROUGH
RUNNING DYNAMIC CREATIVE
When you run DCV, the platform relies on not needing to build fully formed ads and then enables the
algorithm to optimize across placements or audiences. Dynamic creative makes it easy to:

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Gain better creative insight as to what assets are
working best for your audience.
The right creative reaches the right audiences,
resulting in more meaningful impressions and
consumer interactions.
Gain efficiency through automation. Free up time for
both media and creative departments and use data to
guide your decisions.
Efficiency is King Targeted Creative
THE BEAUTY OF THE SYSTEM
Obtain a better return on investment due to ads that
resonate with your ideal demographic.
Boost your ROI Intuitive Insights
THE BEAUTY OF THE SYSTEM

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DYNAMIC CREATIVE CHEAT SHEET
● Create your desired
campaign
● Enable dynamic creative
from a module within ad
set controls
● Create ads by providing
multiple images, videos,
text, and calls to action
● Up to 10 different images
or videos
● Up to 5 versions of:
○ Body text
○ Titles
○ Description
○ CTAs
● 1 destination URL
● Conversion
● Traffic
● Video views
● Reach
● Brand awareness
● App installs
DYNAMIC CREATIVE CHEAT SHEET
Campaign
Application
Usage
Requirements
Getting
Started

33. BRINGING DYNAMIC
CREATIVE TO YOUR
CAMPAIGNS

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● Provide multiple variations of images
● Provide multiple variations of ad copy
● Work with media teams to understand your
target market
● Set and track creative KPIs
IT’S A COLLECTIVE EFFORT
BETWEEN CREATIVE + MEDIA TEAMS
CREATIVE + MEDIA: WORKING TOGETHER
● Provide metrics from similar campaigns
● DCO: Set a partner to work with
● Provide audience data
● Implement tactical execution
● Set and track media KPIs
● Own Reporting
○ Internal
○ Client
Creative Media

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Build better lookalike audiences from your lower-
funnel retargeting efforts.
In DCO, more sophisticated machine learning can
lend to suggesting complimentary services /
intangible “products.”
Efficiently scale your impressions, lower your CPAs,
and build higher quality audiences as you move
customers through the funnel.
High Quality, Targeted Audiences Cross Sell / Upsell
YOUR MARKETING FUNNEL + RETARGETING
Use learnings from your retargeting campaigns as a
baseline for future funnel campaigns.
Knowledge is Power Create Stronger Lookalikes
YOUR MARKETING FUNNEL + RETARGETING

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● Let the data tell a story
● Expand on audiences and creatives within future
campaigns. A/B test winners in a sandbox. Rinse,
and then repeat
● Create a stronger connection with your audiences
● Segment your marketing more effectively
CRAFT BETTER USER
PERSONAS BASED ON
TANGIBLE SIGNALS
CRAFTING BETTER USER PERSONAS

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3 STEPS TO ENSURE
YOUR SUCCESS
3 STEPS TO ENSURE SUCCESS
Set realistic timelines from
genesis to launch, including
creative production and media
trafficking times.
01
Manage your expectations
while creative is in market.
You absolutely must give the
platform time to optimize.
02
Determine your KPIs for
success by the funnel stage
and then stick to them to
gauge a winner.
03
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38. Adlucent Confidential and Proprietary
IN SUMMATION
SUMMARY
● Understand the value of reaching the right
person at the right time while creating a
personalized experience at scale.
● Take a new approach to your marketing funnel
and your retargeting campaigns.
● Craft better user personas based on the data
signals resulting from your dynamic campaigns.
● Plan for dynamic campaigns between creative
and media teams.

39. Adlucent Confidential and Proprietary
ABOUT ME
Chris Apaliski
SENIOR DIRECTOR, PAID SOCIAL,
ADLUCENT
THANK YOU!
@RedefineChris @CAPALISKI