Dynamic creative optimisation (DCO) on CTV assembles personalised ad versions from modular creative components — different product images, offers, voiceovers, CTAs — matched to the viewer's audience segment, geography, or behaviour. Instead of one ad served to everyone, DCO enables dozens of variations served at scale.
India CTV DCO options:
- Google Director Mix (YouTube CTV via DV360): The most accessible and technically developed DCO product in India. City-level personalisation, audience segment variation, retargeting with different creative. Full programmatic — available to any DV360 advertiser.
- JioCinema/Hotstar geo-targeting: Manual creative variants served to different city-level audiences via direct deal. Not automated DCO, but delivers geographic personalisation. Requires separate creative versions.
When DCO adds value on CTV: Large product ranges (banking, FMCG, telecom), significant geographic variation, campaigns at sufficient scale to justify production overhead. For campaigns below Rs 50L, DCO investment rarely justifies the production cost.
What DCO needs to work: Multiple creative components, audience data infrastructure, programmatic buying capability. Director Mix on YouTube is the only self-serve DCO option for India CTV advertisers today.
Full guide
For a complete explanation, read: Dynamic creative optimisation on CTV: personalised ads at scale