Volkswagen
Overview
Volkswagen wanted to use Dynamic Creative Optimization (DCO) technology to create and activate advertising messages across multiple display formats.
The main objectives included:
- Automating ad personalization across a range of data inputs, without multiplying manual variations.
- Improving the effectiveness of retargeting by exposing internet users to constantly updated models and offers.
- Gaining operational agility by enabling automatic updates of prices, and models via a data feed
Strategy
Using a combination of dynamic model rotation and automated synchronization of product information, Volkswagen was able to adapt and personalize ad creatives efficiently.
A dynamic display logic
The displayed model is not fixed: the creation automatically selects one of the vehicles defined as active, allowing the distribution to be adjusted according to commercial priorities.
A creation fueled by product data feeds
Each banner is built in real time from a product feed, updated monthly, which dynamically adapts the creatives with:
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Vehicle visuals and animation types
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Commercial offers (introductory prices or rental rates)
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Mandatory technical data (CO₂ weight)
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The text content and legal notices associated with each model
This system ensures that the creations are always up-to-date, consistent and compliant, without any manual intervention on the advertising banners.
Banners
