Dynamic Creative Optimisation (DCO):
Smarter Messaging, Better Results
Make every impression count
Dynamic Creative Optimisation (DCO) brings the power of real-time personalisation to audio advertising. Instead of one static ad, your campaign adapts on the fly – delivering the right message, to the right listener, at the right moment.
CRA member networks can deliver dynamic audio creative across streaming and podcasts, giving brands the ability to:
Optimise by context
Tailor messaging based on time of day, day of week, or local weather conditions. Promote iced coffee on hot afternoons. Push weekend offers on Friday mornings. Align creative to listener mood states and contextual environments for maximum relevance.
Localise at scale
Speak directly to listeners in Melbourne, Brisbane, or Perth, or anywhere your audience is listening – all from a single campaign build. Drive foot traffic with location-specific offers and regionalised product availability.
Respond to live data
Integrate feeds like weather, sports scores, stock levels, countdowns, or event triggers. Update messaging dynamically as conditions change, without re-building campaigns.
Target by audience and behaviour
Serve different creative variants to different listener segments – whether by demographics, listening behaviour, situational context, or first-party data integration. Target messages based on what listeners are doing, not just who they are.
Why it matters
Audio already delivers intimacy and immediacy. DCO amplifies both. It turns broadcast reach into contextually relevant communication – and makes your media investment work harder.
Dynamic creative isn't just about efficiency. It's about relevance. And in a world of infinite choice and finite attention, relevance is everything.
The technology exists. The capability is live.
We use it ourselves
CRA's Power of Audio campaign demonstrates exactly what dynamic creative can do. We've deployed DCO across our own marketing to deliver localised, contextually relevant messaging that shifts based on the listener's location, device, time of day and local weather.
Hear an example how we used dynamic audio for the Power of Audio campaign:
Ready to explore what's possible?
Dynamic audio opens up new creative possibilities. Get in touch with your CRA member network or contact us directly to discuss dynamic audio solutions tailored to your needs.