Evento AdTech & Data 2016 - Data-driven creative for a programmatic world - Derek Dunfield - DoubleClick
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This document discusses how data-driven creative can be used for programmatic advertising campaigns. It outlines a 5-phase process for developing dynamic, data-driven creative: 1) gathering insights from data sources, 2) collaborating on a digital brief, 3) designing and developing the creative, 4) QA testing and launching the campaign, and 5) learning and optimizing. The key is giving creatives access to data, improving data literacy, and driving a collaborative process between brands, agencies, and tech partners. Examples are provided of how data-driven creative has increased click-through rates and viewable impressions for companies.
Evento AdTech & Data 2016 - Data-driven creative for a programmatic world - Derek Dunfield - DoubleClick
- 1. Data-driven creative for a programmatic world Derek Dunfield, Product Manager, Google. August 30, 2016
- 2. INSIGHTS Marketers have access to more and DAT Athan ever before
- 3. programmatic technology helps marketers capitalize on all that data, in real- time
- 4. the promise of programmatic to date has been the ability to reach the right person at the right moment
- 5. impact? But once you are there, how do you have an
- 6. the real opportunity is the ability to reach the right person, in the right moment, with the right message
- 7. 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
- 8. 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
- 9. 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.
- 10. 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
- 11. DATA-DRIVEN CREATIVE? But how do you get started with
- 14. Collaborate on a digital brief and align agencies Creative Media Production Brand
- 16. phase 1 Gather insights from all the data sources available phase 2 Collaborate on a digital brief and align agencies phase 3 Design and develop creative phase 4 QA, traffic and launch phase 5 Learn and optimise
- 17. phase 1 Gather insights from all the data sources available phase 2 Collaborate on a digital brief and align agencies phase 3 Design and develop creative phase 4 QA, traffic and launch phase 5 Learn and optimise
- 18. Gather insights from all the data sources available WHO WHA T WHERE
- 19. 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
- 20. phase 1 Gather insights from all the data sources available phase 3 Design and develop creative phase 4 QA, traffic and launch phase 5 Learn and optimise phase 2 Collaborate on a digital brief and align agencies
- 21. Collaborate on a digital brief and align agencies Creative Media Production Brand
- 22. 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
- 23. phase 1 Gather insights from all the data sources available phase 2 Collaborate on a digital brief and align agencies phase 4 QA, traffic and launch phase 5 Learn and optimise phase 3 Design and develop creative
- 24. What should I think when developing a creative Products Variants Prices Sub headerheader Click Actions Background Related Content Design and develop creative
- 25. Design and develop creative Awareness message+San Francisco background Control “Champion" control “Avioners are able to fly" Imaginary Plane wing Imaginary Various destinations
- 26. Design and develop creative Benefit#1 “SeatRestrictions" “If there’s a seat available…" Imaginary Various destinations
- 27. 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
- 28. phase 1 Gather insights from all the data sources available phase 2 Collaborate on a digital brief and align agencies phase 5 Learn and optimise phase 3 Design and develop creative phase 4 QA, traffic and launch
- 29. QA, Traffic, Launch Organize test strategies Design compelling creative Execute campaigns across formats, channels, screens Measure for impact Full-funnel unified reporting, site analytics, A/B testing Reach audiences across formats, channels, screens
- 30. 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
- 31. phase 1 Gather insights from all the data sources available phase 2 Collaborate on a digital brief and align agencies phase 4 QA, traffic and launch phase 3 Design and develop creative phase 5 Learn and optimise
- 33. 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
- 35. Beautiful ads that fit the form and function of any site or app Component-based ads built in programmatic campaigns
- 36. Grupo expansion sees 81% greater CRTs and 25% more viewable impressions on mobile
- 37. The New York Times saw 6x increase in CTRs and 4x more viewable impressions with native ads
- 38. CAN YOUR CREATIVE KEEP UP? By 2016, 67% of digital display advertising will be programmatic.
- 39. Thank you.