Nordstrom – Dynamic Content Optimized Ads

A slice of this summer campaign included a collection of assets and messaging that were created to be dynamically optimized in a platform that uses machine learning to serve up the best ads to an audience. Kristian Wheelwright created a large group of ads that could be tested for effectiveness based on three image types: Expression (close crop on face), Product focus (crop on product), and Full outfit (head to toe). The DCO generates combinations messaging and imagery, optimizing for most effective ad experience for the user and ideally maximize return on ad spend. This emerging technology is very exciting and can be very effective when a  control is implemented properly. Below is a sample of the images with the a single variant of the messaging.