Programmatic Advertising
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This document discusses the importance of creative advertising in digital marketing, highlighting how effective creatives can significantly enhance brand engagement and sales. It provides examples and case studies, such as Taco Bell's targeted advertising strategies towards millennials, and emphasizes the need to utilize data for optimizing creative efforts. The content also touches on the creative journey, customer interactions, and expectations regarding media responses.
![www.brainlabsdigital.com
Sequential/Different Ads
25
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](https://image.slidesharecdn.com/outreachdigital-creatives-161106193516/85/Programmatic-Advertising-25-320.jpg)
Programmatic Advertising
- 1. Programmatic: The use of and innovation in Creatives
- 2. www.brainlabsdigital.com Introduction 2 Where are we now? Inspiration Pieces Working with your data Optimisation
- 3. www.brainlabsdigital.com Why are creatives important? 3 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
- 4. www.brainlabsdigital.com Why are creatives important? 4 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
- 5. www.brainlabsdigital.com Where are we now? 5
- 9. www.brainlabsdigital.com Creative Restrictions www.brainlabsdigital.com 9 Display Sizes Animation Length Data Sizes Learnings
- 13. www.brainlabsdigital.com ● Story within a particular ad ● Sequential ad story Story 13
- 18. www.brainlabsdigital.com ● 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 18
- 19. www.brainlabsdigital.com Other places to find inspiration 19 Cannes Lions Think with Google Innovation Enterprise
- 20. www.brainlabsdigital.com Working with your Data 20
- 21. www.brainlabsdigital.com Different methods 21 Work to understand your data Work with your data Work to enhance your data
- 23. www.brainlabsdigital.com How do people interact with your site 23 People visit a page on PPC Arriving at the main page People who go on to contact Then look at pricing
- 25. www.brainlabsdigital.com Sequential/Different Ads 25 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
- 26. www.brainlabsdigital.com Work to enhance your data 26 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
- 27. Optimisation 27
- 28. www.brainlabsdigital.com Think about your Expectations 28 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?
- 29. Wrap Up 29
- 30. www.brainlabsdigital.com Wrap Up 30 Where are we now? Inspiration Pieces Working with your data Optimisation