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Programmatic: The use of and innovation in Creatives
| Date post: | 12-Jan-2017 |
| Category: |
Business |
| Upload: | outreach-digital |
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Programmatic: The use of and innovation in Creatives
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Introduction
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Where are we now?
Inspiration Pieces
Working with your data Optimisation
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Why are creatives important?
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Source: Deduced from “Key Findings From U.S. Digital Marketing Spending Survey”, Gartner, 2013 and Internal DoubleClick data from 2014
Source: Deduced from “comScore ARS Research Highlights Importance of Advertising Creative in Building Brand Sales,” 2010 and Internal DoubleClick data from 2014
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Why are creatives important?
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See study “The Power of Creation” (2013), of the German Ad Market http://www.bvdw.org/medien/guete-der-kreation-kann-betrachtungsdauer-von-display-werbung-bis-zum-sechsfachen-steigern-und-kaufabsicht-verdoppeln?media=5268
Studied 4 standard display sizes
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Where are we now?
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Some Example Ads
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Some Example Ads
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Some Example Ads
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Creative Restrictions
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Display Sizes Animation Length
Data Sizes Learnings
Inspiration Pieces
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Story
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● Story within a particular ad ● Sequential ad story
Story
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Second Screening
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http://wywy.com/wp-content/uploads/2013/10/white-paper-second-screen-study.pdf
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Second Screening
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Marketing Plan
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● Case Study: Taco Bell ○ Understanding their main consumer groups:
■ Millenials - and engaging with them■ Not where they thought the group was
before (previously had kids meals that they stopped)
○ Understood where their consumer group could be found
○ Tied creatives across different channels○ Made creative use of different platforms to
their strengths.○ Snapchat filter results:
■ 224 million views in one day■ av. 24 second engagement
○ Additionally 2013 Advertiser of the Year
Think about your Audience
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Other places to find inspiration
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Cannes Lions Think with Google
Innovation Enterprise
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Working with your Data
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Different methods
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Work to understand your data
Work with your data
Work to enhance your
data
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Customer Journey
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How do people interact with your site
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People visit a page on PPC
Arriving at the main page
People who go on to contact
Then look at pricing
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Creative Journey
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Sequential/Different Ads
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People who visit the page on PPC
Prospecting [Audiences, Categories, Content, Similar Audiences etc]
People who go on to contact
People who click on the ad and return to the PPC Page; then look at pricing
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Work to enhance your data
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Sophisticated retargeting, use time and frequency capping
Decide on when you’ll stop retargeting people - or when you want to change creative
Integrate data insights from search into creative campaigns
Share data insights from previous campaigns with creative team
Optimisation
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Think about your Expectations
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What is the likely
response to the medium?
Is it branding? Is it expecting
direct response?
What are you trying to get people to do
on site?
What is your window for a response?
Wrap Up
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Wrap Up
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Where are we now?
Inspiration Pieces
Working with your data Optimisation
