Different creative concepts and messages resonate with different audiences at different times.
An important application of dynamic creative optimization is to deploy multiple creative concepts, which in turn feature multiple variations of elements within each ad concept.
The Creative Research & Optimization solution seamlessly constructs and serves 1000s of distinct ad experiences based on the creative sub-component variables in a given concept. Tumri dynamic ad server automatically creates multiple variations of these elements and serves them on the fly, using multi-variate design of experiments methodologies across the entire media plan. After reaching significance in the key metric under consideration, the ad-serving platform starts to exploit the learning with auto-correction to progressively optimize the ad experiences. The Tumri ad analysis and optimization engine does fine-grained analysis of the winning creative sub-components, and presents in the analytics portal. Winning creative variations in pockets of media are automatically allocated greater number of impressions to affect performance increases.