Data-driven creative for a programmatic worldDerek Dunfield, Product Manager, Google. August 30, 2016

INSIGHTS

Marketers have access to more

andDAT

Athan ever before

programmatictechnology helps

marketers capitalize on

all that data, in real-

time

the promiseof programmatic to date has

been the ability to reach the right

person at the right moment

impact?

But once you are there,

how do you have an

the real opportunityis the ability to reach the right person,

in the right moment, with the

right message

6:00 am 12:00pm 6:00pm 12:00 am

Commercial actions

Media touchpoints

Source: YouTube Media Consumption Study

interval of hope

Mobile has shifted

consumption habits

6:00 am 12:00pm 6:00pm 12:00 am

Source: YouTube Media Consumption Study

I want to watch

I want to know

I need to buy

I want to find

Commercial actions

Mobile has shifted

consumption habits

Creative is vital to

campaign success

…

Source: Deduced from “Key Findings From U.S. Digital Marketing

Spending Survey”, Gartner, 2013 and Internal DoubleClick data from 2014

~90%of spend goes to the media

buy

while only

10%goes to

the creative development

…but marketers are currently under investing in it.

Source: Deduced from “comScore ARS Research Highlights Importance of Advertising

Creative in Building Brand Sales,” 2010 and Internal DoubleClick data from 2014

Impact on campaign success

…but marketers are currently under investing in it.

Creative is vital to

campaign success

…

30% 70%media buy

creative

DATA-DRIVEN CREATIVE?

But how do you get started with

LEARN?What did we

Process > Everything

Collaborate

on a digital

brief and

align

agencies

Creative

Media

Production

Brand

GIVE

CREATIVES

ACCES TO

DATA

2

IMPROVE

DATA

LITERACY

1

DRIVE A

COLLABORATIVE

PROCESS

3

phase 1Gather insights from all the

data sources available

phase 2Collaborate on a digital

brief and align agencies

phase 3Design and

develop creative

phase 4 QA, traffic and launch

phase 5 Learn and optimise

phase 1Gather insights from all the

data sources available

phase 2Collaborate on a digital

brief and align agencies

phase 3Design and

develop creative

phase 4 QA, traffic and launch

phase 5 Learn and optimise

Gather

insights

from all

the data

sources

available

WHOWHA

TWHERE

DISTRIBUTION OF DUTIES

Media Agency// Provides campaign metrics

// Sources of 3rd-party data

// Identifies contextual signals

Brand// Defines high-level campaign objectives

// Sources for audience signals

// 1st-party data insights

Production Agency// Provides insights on content

development to ensure there

will be sufficient assets for

the insights identified

Creative Agency// Provides creative insights relating

to consumer behaviour online or on

mobile devices

phase 1Gather insights from all the

data sources available

phase 3Design and

develop creative

phase 4 QA, traffic and launch

phase 5 Learn and optimise

phase 2Collaborate on a digital

brief and align agencies

Collaborate

on a digital

brief and

align

agencies

Creative

Media

Production

Brand

DISTRIBUTION OF DUTIES

Media Agency// Identifies audience, media and environmental

data signals for targeting

// Learnings from previous and/or similar campaigns

// Pulls inventory availability report to determine

creative sizes and formats required

// Media plan

// Brand safety metrics and aligns

marketer KPIs to signals being used

Brand// Campaign objectives, target audience

segmentation, and customer insights

// Moments to reach these audiences

// Creative mandatories

// KPIs

Production Agency// Technical and creative considerations

// Assesses complexity to determine if

dynamic creative is needed

// Creative development timeline

Creative Agency// Signals that will be leveraged

as creative triggers

// Creative elements that need to change

over the duration of the campaign

// Creatives guidelines

// Storytelling elements and

emotional hook

phase 1Gather insights from all the

data sources available

phase 2Collaborate on a digital

brief and align agencies

phase 4 QA, traffic and launch

phase 5 Learn and optimise

phase 3Design and

develop creative

What should I think when developing a creative

Products Variants

Prices Sub headerheader

Click Actions

Background

Related Content

Design

and

develop

creative

Design

and

develop

creative

Aw

are

ne

ss

message +

San

Fra

ncis

co

ba

ckg

rou

nd

Co

ntr

ol

“Champion" control

“Avioners are able to fly"

Imaginary

Plane

wing

Imaginary

Various

destinations

Design

and

develop

creative

Benefit #1

“Se

at

Re

str

ictio

ns"

“If there’s a seat available…"

Imaginary

Various

destinations

DISTRIBUTION OF DUTIES

Media Agency// Identifies reporting metrics needed for

the creative

// Delivers creative and reporting naming

conventions and final ad specs

// Provides feed input for values needed

from DCM and DBM

Brand// Approves dynamic feed content

// Reviews / approves final creative

Production Agency// Ensures that all messaging and

imagery is on-brand

// Provides existing imagery and assets

to production team

Creative Agency// Creates a messaging matrix to

indicate which content is delivered

based on which rules

// Determines specs for dynamic

copy and images

// Develops all design, and animation

// Builds ads in HTML5

// Ensures correct reporting metrics

are coded into creative

phase 1Gather insights from all the

data sources available

phase 2Collaborate on a digital

brief and align agencies

phase 5 Learn and optimise

phase 3Design and

develop creative

phase 4 QA, traffic and launch

QA,

Traffic,

Launch

Organizetest strategies

Designcompelling creative

Executecampaigns across formats, channels, screens

Measure for impactFull-funnel unified reporting,

site analytics, A/B testing

Reach audiences

across formats,

channels, screens

DISTRIBUTION OF DUTIES

Media Agency// Reviews campaign platforms to confirm that set-up

is complete and optimal for measuring

campaign KPIs

// Confirms the target live date

// Sets up scheduled reporting

for stakeholders

// Traffics creatives

Brand

// Approves campaign to go live

Production Agency// Creates previews of the creative

and backup images

// Conducts full Q&A on creative units

and creative sections of dynamic feed

// Approves QA and submits final

creative to trafficker

Creative Agency// QA’s the creative fields in dynamic

feed to confirm that content

is rendering correctly

phase 1Gather insights from all the

data sources available

phase 2Collaborate on a digital

brief and align agencies

phase 4 QA, traffic and launch

phase 3Design and

develop creative

phase 5 Learn and optimise

Learn

and

optimize

Control

Seat Restrictions

+28%

DISTRIBUTION OF DUTIES

Media Agency// Monitors campaign performance against defined KPIs

// Provides analytics reporting to brand and other

agencies

// Media optimization recommendations

// Flags any issues negatively impacting campaign

performance

// Consults creative and production agencies on

creative optimization requirements

Brand// Reviews reporting and provides input

for optimizations

// Approves on-the-fly changes

Production Agency// Troubleshoots and implements

necessary revisions to the dynamic

feed(s) and creatives

// Reviews reporting and provides input

for optimizations

// Performs creative optimizations

as necessary

Creative Agency// Reviews reporting

and provides recommendations

for creative optimization

CREATIVEEnabling better

Beautiful ads that

fit the form and

function of any

site or appComponent-based ads

built in programmatic

campaigns

Grupo expansion sees 81% greater CRTs and 25%

more viewable impressions on mobile

The New York Times saw 6x increase in CTRs and 4xmore viewable impressions with native ads

CAN YOUR CREATIVE KEEP

UP?

By 2016, 67% of digital display advertising will be programmatic.

Thank you.