AI-Powered Personalisation at Scale

Personalisation has been a buzzword in the marketing industry for a long time, but its usage quite often is restricted to the production of just a handful of creative assets. The real game-changer lies in executing personalisation at scale by tailoring messages to all types of brand’s target audiences based on marketing data. While ad platforms have automated campaign setups and optimisations, creative control remains paramount for effective personalisation.

So, when we had to launch Samsung new foldable phones – Galaxy Z Flip 5 and Z Fold 5, our primary aim was to boost consideration for the new flagship phones by ensuring a high response rate from the target audiences. We employed our homegrown DCO tool developed by Publicis Media. Now imagine this: hundreds of personalised creative variants, automatically generated and fine-tuned for diverse audience segments, all made possible by the DCO.

The ad campaign execution involved several steps to make personalisation at scale possible. As a first step, we identified numerous target audience segments and key messages for each of them. This way we could ensure that everyone would see the most relevant creative variants for them. All creative variants were further multiplied by various ad sizes. The second step involved the development of flexible creative templates. Based on these templates, all creative variants were effortlessly created.

Imagine creating 600 creative variants in the manual way – how much time it’d take! The tool allowed us to create them in a matter of seconds. The final step encompassed automatic optimisation, where the technology analysed the most effective elements driving audience segmentation and creative variants. This analysis informed decisions on further segmentation or combination of audiences, as well as the creation or elimination of new creative variants. So, AI and ML components of the tool made it possible to decide on the performance of each of the 600 creatives to deliver the best outcome.

As a result, DCO ensured x2 optimised response rate up to 5.1%. Beyond the evident media value of the ad campaign, we gained valuable creative insights into key messages and target audiences. These insights now serve as a foundation for future campaigns, reaffirming the pivotal role of AI-driven personalisation at scale in digital marketing. 

Working group:

Reine Mouawad, senior manager, client management team of Starcom

Omar Al Amad, manager, client management team of Starcom

Maria Kheir, client management team of Starcom

Ksenia Alekseeva, senior manager, Precision team of Publicis Media

Tony Abou Samra, manager, Precision team of Publicis Media