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OOH/DOOH, Online advertising
Dynamic Creative Optimisation (DCO)
At Biborg, we believe being intrusive and irrelevant when it comes to online advertising is counterproductive. Bad practices with display advertising is what has lead so many internet users to finally adopt ad-blockers. Yet, it has been proven that they are still open to advertising; they do not dislike all ad units, only the low quality ones. 77% of internet users would rather ad-filter instead of adblock completely (Page Fair - AdBlock Report 2017). It seems that users already have the solution to this matter, 78% of them appreciate personalised advertising (cb-expert.fr 2018) and 64% prefer advertising messages that match their interests (HubSpot Research 2018).

Our approach: Creative Dynamic Content Optimisation
Biborg has found an innovative and relevant solution: Creative Dynamic Content Optimisation (DCO), which is a form of programmatic advertising. Our approach consists of associating four dimensions to our recommendations:

- Creativity: The right message and creative approach. It has been proven that creativity contributes to 47%, over media and brand, to sales lift in advertising (marketingcharts.com 2017)
- Knowledge: For the right audience, thanks to our understanding of the targets
- DCO Technology: With the right technology, media strategy and collaborators
- Insights gathering: Test and learn approach, combined with KPI and insights gathering to retrieve best practices and continue optimising the running campaign

Its advantages
This programmatic approach enables us to explore various creative routes and content in order to optimise the campaign depending on the most relevant and efficient elements. At the end of the day, creativity and relevancy is always rewarded in the campaign performance.

The Creative Dynamic Content Optimisation approach has multiple advantages: it improves creative production efficiency, increases flexibility, drives sales and gets insights for further marketing activations.

- Campaign Automatisation: it enables us to be faster and more flexible on updates and therefore optimise the campaign production in terms of costs and timings
- Personalisation: we can be more relevant and show that brands truly understand their audiences
- Performance: it improves results via automatic optimisation under human control
- Learning: finally, it is a great way to gather insights about brand’s audiences (behaviours, expectations, preferences) to optimise campaigns and gather learnings that you will be able to use for future activations

Discover Biborg's DCO campaigns below :


1. Universal Pictures - The Addams Family - Dynamic Digital out of Home



For the French release of the Universal Pictures film, The Addams Family on December 4th 2019, Biborg designed the first dynamic digital out of home campaign on a national scale. Developed in partnership with Allociné and diffused on the ClearChannel and Médiatransports network in malls and train stations, this exclusive format for Universal Pictures will be rolled out until mid-December. The format combines contextual, programmatic, and real-time data integration to attract attention and create a ‘drive-to- cinema’ user journey.

Find out more here.


2. Ubisoft - Rainbow Six Siege - ESL - Epic Moments Media Burst campaign



Biborg and Ubisoft collaborated on a Dynamic Optimisation Campaign (DCO) to develop Tom Clancy’s Rainbow Six Siege as an esport brand and grow its viewership at a worldwide level. With approximately 50 million Rainbow Six Siege players, it was noticed that there are several million that haven’t yet shown interest in the esport side of the game. The challenge therefore was to reboost the Rainbow Six esport progression by capitalising on the fan and player base.
The focus was on the ESL Pro League Finals in Japan which was on the 9th/10th of November 2019 and to cover the full event which includes seven matches during two days, across 8 teams through multiple digital formats in eight languages. The objective was to create ‘An Epic Moments Media Burst’ online display campaign to attract a larger qualified audience during an esports competition by showcasing best moments with the integration of a YouTube livestream embed player.

Find out more here.


3. PlayStation France - PS Now - DCO Display Campaign



PlayStation France and Biborg collaborated on a DCO display campaign aiming to recruit new subscribers to the PlayStation Now service. The brief was to use the PlayStation Now catalog, by pushing a selection of the best game titles to gaming audiences.

Live between the 15th of November 2018 until March 2019, the objective of the campaign was for PlayStation Now to gain insights on the most successful games, their audiences and the best performing game category.

Collaborating with PlayStation Media Teams, Mediacom, Sizmek and Tradelab on the production, the formats included HTML5 dynamic units with personalised text for the introduction and presentation of the games filtered by genre, display of three video game packs selected randomly from the 170 best games of the PlayStation Now catalog, review scores from the jeuxvideo.com site and finally, an end card with a dynamic claim and call to action displaying the benefits of the services.

Find out more here.


4. PlayStation Europe - DCO Display Campaign



Following the PlayStation Now DCO display campaign for the French market, Sony Interactive Entertainment entrusted Biborg with a DCO campaign at a European level.

PlayStation and Biborg collaborated on DCO acquisition and retention campaigns including online display advertising formats and paid social media video units.

DCO technology was seen as the right approach to improve creative production efficiency, increase flexibility, help personalise messages using 1st and 3rd party data and collate audience insights about their motivation and reasons to use the PlayStation Now service.

Starting with the acquisition campaign going live in March 2019 that aimed at reaching new gamers, the objectives were to find which content, which reasons to subscribe to the service and which call to action motivates people to join. With unlimited possible version scenarios and custom metrics, in the end, the optimum combination was revealed, aiding the future positioning of the service.

Going live in April and after accumulating all the data from the previous campaign, the second part of the project; the retention campaign was targeted at players that had PS Now. The objective was to keep users active on the platform by showcasing the newest monthly games as well as the catalogue's richness by presenting the best titles that were revealed from the March campaign.

Find out more here.


5. Club Med x Google - DCO Display Campaign



Following competition, Biborg collaborated with Google on a DCO campaign for Club Med which aimed at improving the efficiency of their digital communication strategy.

Launched in December 2017, Biborg and Google orchestrated the campaign in three phrases: Acquisition which focused on limited Club Med offers (in partnership with the media company, Agence79), retargeting which displayed creative depending on the users actions on the Club Med website and general branding.

The objective of this campaign was to allow Club Med to propose the right offers and/or villages to the right audience at the right time.

The goal of this DCO campaign strived on optimising the digital advertising strategy of the brand to come.

Thanks to our successful partnership with Google teams, Biborg is now positioned as a credible collaborator in the creative and technical follow-up of a DCO programmatic campaign. As a cornerstone for this type of project, our mission is to coordinate all Club Med partners, adapt creative content and set up a management interface to optimise data understanding.
Valentin Hugon, Business Manager at Biborg.

The campaign was deployed in two phases : the first was in France, Belgium and Switzerland and the second phase was in other European and African countries.


6. 20th Century Fox - Alita: Battle Angel - Allocine Rush Hour Operation



For the promotion of the Alita : Battle Angel, 20th Century Fox film, Biborg and Allocine collaborated on a programmatic campaign that went live in France on the 13th of February 2019.

The campaign consisted of a geo-localisation based on algorithms fed in real time by Allociné data, allowing to reach the right person, at the right time, with the right message, in the right place. The idea was to target cinema goers and highlight the next sessions of the films they are interested in, at cinema theatres nearby.

Included in the partnership with Allocine in the framework of the ‘rush hour’ operation, the campaign data includes the identification of theatres where the film is programmed to screen and geolocation of mobile users near the cinemas which in turn diffuses interstitial formats indicating the next screening.


7. Air France x Google - DCO Campaign



To avoid time-consuming and complex display campaign management and boost Air France flight purchases, Biborg, Google and Air France collaborated on automating Air France campaigns for a long-term duration.

Using five adaptable master template formats which consisted of modules that were used to build the final custom scenario (dynamic text, images, destinations...etc), multiple campaign bursts were created for different targets and themes : business, premium economy, destinations, last minute deals amongst many more. The choice of destinations displayed on the destination campaign was generally based on two criterias: the user market and the location of the user.

In total there were 10 campaigns based on the master templates and the campaigns were localised in 23 languages and were diffused in 90 countries.


8. BMW - Mini France - 2016 - DCO Campaign



To optimise MINI ads on its 5 car models, Biborg and BMW created a full DCO campaign through four master dynamic units. Biborg adopted a test and learn approach to gather campaign KPIs and best practices with a collaborative workflow between MINI, Vizeum and Adventori.

The aim was to not have a wave of impressions like on classic banners but rather streamline ad formats and messages to analyse the formats and see which perform the best in real-time. Biborg worked on the messages, the sequencing, graphic design, selection of vehicles to use etc.. In the end there were a hundred banner combinations.

The experiment was served as a guideline for the brand's digital advertising strategy in 2017.

Find out more here.