How Modular Design is Giving Rise to Dynamic Creative Ads

Modular Designed Ads

The creative ad process is evolving before our eyes. Technology, like Dynamic Creative Optimization (DCO) platforms, are enabling data driven ads that positively impact ROI for marketers. DCO’s have unlocked “modular design” which helps scale the ad creation process by enabling interchangeable dynamic elements. Through data feeds copy, images, etc. can be swapped to make ads more relevant and improve conversions without manual input.

Technology is allowing for results at scale – let’s dive in!


What is Modular Design + DCOs:

Modular design is a methodology for creating display advertisements. It involves creating templates that can be changed based on the purpose of that ad. For example, pre-existing copywriting, images, locations, etc. can be delivered creating a highly-relevant experience for the consumer.

In order to successful deliver a modular design you need a dynamic creative optimization platform (DCO) that can automatically swap the elements based on the data that is supplied to the ad. Using a Google Sheet advertisers can create thousands of versions of an ad with customized elements based on the goal of that specific ad unit.

New technology is fascinating but how can companies use it to make more money?


Process + Technology Leads to Better Creative 

Successful campaigns combine process and technology to produce more effective creative ads. Marketers need to match KPIs to the desired business outcomes which are usually sign ups, purchases, demos, etc. Too often KPIs are randomly selected or borrowed from other companies and aren’t relevant leading to lackluster outcomes. Without a process for knowing what “success” looks like even the best technology can’t help you, so nail that first.

With the right process and tracking identified, the next step is to select a DCO to help you scale your efforts. Industry leading DCOs allow companies to create modular design to scale campaigns with minimal cost. Using a data feed (Google Sheets), elements can be swapped out to make ads more personalized and meaningful making them more effective.

It’s the combination of the right copy, images, CTAs, etc., at the right time, to the right consumer that drive the outsized performance of modular ad campaigns. When the right process and technology are combined creative delivers better results for agencies and marketing teams.

But what are the tangible benefits of a DCO and modular design?


Benefits of Modular Design:

As stated earlier modular ad design helps teams scale creative but the benefits go far beyond just the advertising.


Because modular ad design allows for thousands of ads to be created it enables team to receive vast quantities of data very quickly. With more data teams can make more informed decisions that only enhance the iterative process and increase return on marketing dollars over time. The quantity and timeliness of data produces measurable results for top and bottom-line numbers.


One of the great benefits to leveraging technology is cost savings on overhead. In the past teams needed several designers to mock up different instances of ads. Now, a Google Sheet and working template can be scaled across thousands of ads.

In addition to cost savings is TIME savings – which is even more important. Thousands of hours are saved on tedious and redundant design work by using templated and modular ad designs.

Template Library:

As time passes teams slowly aggregate large libraries of templates that worked (or didn’t) which can be redeployed or slightly modified in future campaigns. This saves time and design cost by having a ready-to-use ad.

All that’s needed is a data feed and – boom!

Performance Testing:

By unlocking efficiencies in ad creations DCOs open the door to robust A/B testing. Comparing competing ads is critical to continuous improvement and marking against KPIs. But, manually creating ad versions is difficult and takes time to deploy. Using a modular design creative A/B testing becomes easy to facilitate comparison campaigns and test dozens of variables.


Key Takeaways

By implementing a modular design strategy advertisers can scale creative campaigns to deliver positive outcomes from a marketing and economic perspective. Through creating thousands of versions of ads teams analyze large data sets to make informed decisions about which ads to invest dollars into.

Now and in the future competition for consumer attention will only increase and modular design arms organizations to deliver timely, relevant, and data driven creatives to encourage conversion.

Long gone are the days of high-converting static ads – it’s all about dynamic. If you’re looking for enhance ROI on display ads then check out, we’re a leading DCO platform dedicated to scaling design that converts.



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