The Importance of a Data-Driven Dynamic Creative Strategy

©2020 DQ&A. ©2020 JOYSTICK. ©2020 NMPi. ALL RIGHTS RESERVED.
The importance of a data
driven
dynamic creative strategy
Data Driven Digital Syd
Sept 2020

Agenda
1. About Us
2. Dynamic overview
3. The dynamic build process
4. Campaign options & case studies

About Us

©2020 JOYSTICK. ALL RIGHTS RESERVED.
MEDIA TECH CREATIVE
Connected through Data & Insights
Three specialists connected by the power of data.

GLOBAL REACH, LOCAL INSIGHTS
NEW YORK
LOS ANGELES
SANTO DOMINGO
JOHANNESBURG
CAPE TOWN
SYDNEY
SINGAPORE
MANILA
LISBON
MADRID
MILAN
ZURICH
MANCHESTER
THE HAGUE
MUNICH
Headcount
479
Offices
18
GLOBAL customers
756
BERLIN
AUCKLAND
LONDON

We are the trusted partner of
brands, agencies, publishers & ad tech partners.

GOOGLE EXPERIENCE
Your trusted
Google Marketing
Platform Partner.
Joystick Interactive has been one of Google’s top
strategic partners since 2008. We have built our
reputation on executing tens of thousands of
display and dynamic campaigns with varying
levels of complexity. Our team consists of
experienced and talented individuals that deliver
consistent quality, quickly and efficiently.

DYNAMIC
OVERVIEW

10CREATIVE MATURITY MODEL
1. Tech
Adoption
2. Making
Tech Work
3. Data Driven
Marketing
Emerging
(Intermediate)
Nascent
(Beginner)
Connected
(Advanced)
Multi-Moment
(Super Advanced)
Static ads
with limited targeting
HTML5
adopting audience
targeting
Data-driven / DV360
Audience based data-
driven messaging
including DV360 rich
media formats
Data-driven cloud integrated,
Customer user journey based
Real time (unlimited) audience
targeting / clustering based
messaging on customer user
journey made possible by cloud
integration
©2019 DQ&A. ©2019 JOYSTICK. ALL RIGHTS RESERVED.

THE BASICS
Technology
Creative
Even with the advancement in
technology, most marketers today
are still using static banners.
A siloed approach.
Media

WHAT ARE THE STATISTICS
97% of ads lack personalized creative or
messaging for each customer segment.

70%
of campaign performance
is driven by creative.
SOURCE:GOOGLEMEDIALABRESEARCH2016

DYNAMIC STRATEGY
©2020 DQ&A. ALL RIGHTS RESERVED.
The benefits of implementing a dynamic strategy?
Data-Driven Personalisation
Reach different audience segments with
different messages to achieve different
objectives.
Increased ROI
Customised ads that are optimised can
increases campaign performance significantly.
Rapidly Scale Creatives
In today’s multi-screen world with HTML5 rich
media across all ad formats, we can target
multiple audiences using relevant messages
using the one template.
Save Time & Money
Creative development can cause campaign
costs to skyrocket, leading to lower returns.
DCO frees advertisers from traditional creative
costs and limitations of static display.

DYNAMIC STRATEGY
DATA DRIVEN CUSTOMER CENTRIC AUTOMATED
©2020 DQ&A. ALL RIGHTS RESERVED.
With the right Dynamic Creative Strategy we are:

©2020 JOYSTICK INTERACTIVE. ALL RIGHTS RESERVED.
DYNAMIC WORKFLOW
End-to-End Data-Driven
Dynamic Campaigns
DISCOVERY/STRATEGY
Dynamic strategy and alignment
01
BUILD AUDIENCE & MAP CONVERSION
Create target groups and define path to conversion
02
DESIGN & DEVELOP CAMPAIGN
Bring the creative execution to life
03
DELIVERY
Deliver the campaign
04
ANALYTICS/BUSINESS INTELLIGENCE
Reporting Insights, translate into actionable next
steps
05
Dynamic
Creative
Optimization

WHAT IS NEEDED
Step1Step2Step3
Preparing the team.
Gather the resources required to ensure you have the right teams to support the successful execution of the project.
These roles can represent one individual or multiple individuals within your organization.
Creative Strategist
In charge of developing the end-to-end
solution design, that will showcase how/what
each data point will output in the creative to
achieve the business goal.
Media Consultant
Responsible for the media ideology that
will activate that creative in the best
possible way.
Technical Consultant
Responsible for the dynamic profile design
that determines what the creative should
show.
Feed Specialist
Verifies the feed requirements and
implements any changes that is needed.
Developer
In charge of developing the ad variations
using the snippet code provided from the
profile setup.
Creative Producer
Managing the process and
communication between all
stakeholders. and Ensures each step of
the process is followed and delivered on
time.

WHAT IS NEEDED
Step1Step3
Preparing the data.
There are many factors that go into making a sale: product placement, pricing, company reputation etc. When it comes to data driven
creative, there’s one thing that is absolutely essential: the data feed.
IMPORTANT FACTORS THAT WE LOOK AT:
● Is there a centralized place where data is stored?
● Are product titles consumer-friendly?
● Are descriptions informative enough?
● Are images optimized for all placements?
● Do all image links work?
● Do all products have images?
● Are feeds frequently enough updated?
● Are products categorized correctly?
● Is there unique indicators for segmentation - language, currencies, gender etc. ?
Step2

DYNAMIC
PROCESS

OUR CREATIVE PROCESS
1
4
PROJECT KICKOFF CONCEPTUALIZATION PREPARE
PRODUCTION DELIVER
2
6
3
5
REVIEW & REVISE
Defining the structure and workflow of the project.
We have defined 6 steps to successfully executing a dynamic creative project.

©2020 DQ&A. ALL RIGHTS RESERVED.©2020 DQ&A. ALL RIGHTS RESERVED.
PROJECT KICKOFF
Step 1, the project is presented. Learn about the goals and what needs to be
achieved. Collect and organize available assets.
TIP:
● Be as detailed as possible when defining objectives.
● Define the performance indicators in this session.
● Collect as many available assets as possible - Brand guidelines, fonts, brand messaging strategy etc.
● Point of contact: Determine the main POC before starting the project.
● Agree on contact methods, especially for any urgent upcoming campaigns.
● Approval-sprints: Set a clear approval timeframe upfront as any delay will push back delivery time.
● Reverts: Determine reverts to keep a clear and dependable delivery roadmap.
1

CONCEPTUALIZATION
Step 2, build the dynamic strategy. Use all insights to reach the right people at
the right time with the right message!
2
TIP:
● The right data: Use your data to find out what your users want and how to best target them.
● The right message: Build messaging that is personalised, relevant and consistent.
● The right format: Know to which extent you can animate your ads to stand out without negatively impacting the message. Create the
design concepts for all selected formats and know what they need to represent.
● The right offer: Use your data to use the most relevant offers for your audiences in all stages of the user journey.

In the Google
Marketing
Platform:
What it is:
AUDIENCE ENVIRONMENT MEDIA
Information about
the types of people
you’re trying to target.
External factors that may
influence the mindset of your
customers when they’re
exposed to your marketing.
Information about the
content your consumer is
looking at where your media
might appear.
● 1st party: Floodlight,
search lists from DS, DMP
lists
● 3rd party data: BlueKai,
Exelate, Lotame, and more
● Google similar audiences
● Google affinity segments
● Google in-market
audiences
● Google demographics
● Geolocation
● Date & Time of day
● Environment: App, web
● Device
● Network speed
● Browser, carrier, & ISP
● Languages
● Data partnerships
● Site or app category
● Contextual keywords
● Inventory source
● Site ID
● Placement ID
● Creative ID
Data signals.

PREPARE
Step 3, develop concept and layout for the project. Present ideas for approval.
3
TIP:
● Be visual: When presenting ideas to clients.
● Connect the dots: Showcase what they can expect will be dynamic and what will be static.
● Connect Media, Technology and Creative: Ensure that the concept can be successfully executed across all major pillars - map out the
data flow, make the media connection and showcase what each creative option could represent.

PRODUCTION
Step 4, this part is the bulk of the whole process. The concept goes into
production.
4
TIP:
● Avoid lapsing back to concepting: Once production starts it is crucial that final approval has been granted. Making changes can
impact delivery.
● Success in your preparation will ease production: At this point all elements are mapped out and approved. Start with the logic of the
creative by building the profile in Google Studio and get the snippet code to the developers as quickly as possible.
● Avoid profile changes: Once the snippet is shared with developers, create a rule that locks this part of production and move forward.
Your process should protect you to avoid mistakes here. It is extremely time consuming if changes are made after a snippet has
moved into the next phase.
● Choose two formats for animation approval: The next major approval-sprint takes place on animation approval. Choosing two formats
can help save time and keeps the production cycle in its delivery momentum. Choose a square and vertical format to ensure your Law
Partners approves the most relevant ad size to all possible variants.
● Final cut: On approval of the two main formats then only start the remaining cut downs.

REVIEW & REVISE
Step 5, The design comes together, gets reviewed, critiqued and refined.
5
TIP:
● Generate ‘Tearsheets’: Use the preview function in Google Studio, as the first quality assurance step.
● Reporting Dimensions: Define required reporting dimensions in Google Studio in this step.

©2020 DQ&A. ALL RIGHTS RESERVED.©2020 DQ&A. ALL RIGHTS RESERVED.
DELIVER
Step 6, prepare for launch. Push creatives from Google Studio to Campaign
Manager and assign creatives to the respective campaigns in DV360.
6
TIP:
● Before launch: Do a final quality assurance in DV360.

DYNAMIC
& TARGETED
CAMPAIGNS

AUDIENCE
TARGETING

Creative Studio
DV360
SPECIALIST
PLATFORM
SERVICES
VERTICAL
Creative Services
Measuring Effectiveness
Retail
Koala is a front-runner in the highly competitive, fast-growing online mattress
market, launching a range of different furniture products to supplement its
mattress offering.
Looking to increase efficiencies from its display channel, Koala engaged
Incubeta to building their first data-driven display campaign leveraging
dynamic capabilities and also to train their in-house creative team to
independently update ad copy in real-time.
GOALS
● Create a more personalized
approach to display
● Maintain and update
creative without
designer/tech interference
● Improve display ROI &
cross-sell
APPROACH
● Development of set of
dynamic templates
● Deployment of Studio &
Seamless Creative for
management & optimization
● Multivariate testing model
across creative elements
RESULTS
● 1.9x increase in display
conversions
● 30% time saving on creative
enablement
● 57% decrease on display
conversion CPAs
Boost ROI by connecting high to
smart Dynamic Creative.
©2020 INCUBETA. ALL RIGHTS RESERVED.
1.9x
More display
conversions

DV360
SPECIALIST
PLATFORM
SERVICES
VERTICAL
Creative Services
Nonprofit
Doing Good with Dynamic Creative.
Fred Hollows is a leading Australian non-profit focused on treating and
preventing blindness and other vision problems. To drive awareness and
donations, Fred Hollows was looking to create a more personalized ad
experience that could maintained without a designer.
Fred Hollows engaged Incubeta to support their first data-driven display
campaign leveraging dynamic capabilities, while also training their in-house
creative team to independently update ad copy in real-time.
GOALS
● Develop a more
personalized ad experience
● Maintain and update
creative without the need
for a designer
● Improve ROI and uplift in
conversion
APPROACH
● Analyzed effective creative
and messaging for each
target audience
● Developed dynamic units
for prospecting and
remarketing
● Trained in-house team on
design, feed creation, and
creative built
RESULTS
● 133% increased CTR
● 379% increase in donation
● 78% decrease in cost per
donation
379%
Increase in
Donation

CREATIVE
VARIATIONS

Creative Studio
DV360
SPECIALIST
PLATFORM
SERVICES
VERTICAL
Creative Services
Entertainment
Data Studio
Audience-Driven Dynamic Creative.
As one of the world’s largest entertainment brands, HBO, is both a content
innovator and a technological leader, with a diverse audience anxious to
consume its original programming. With the release of HBO NOW, the
opportunity to engage their audience online became increasingly important.
A dynamic creative platform gave HBO the ability to automate the process of
adding new titles and align those titles with their audience. By being able to
quickly determine which titles were driving subscriptions to the service, they
could continually optimize their paid media in the most efficient manner.
GOALS
● Improve efficiency and
cut time spent on account
maintenance
● Align audience to titles
● Grow HBO NOW
subscriptions
APPROACH
● Built an advanced dynamic
setup in Google Studio
● Created audience personas
and aligned titles to
interests
● Visualized data and used
reporting for real-time
optimization
RESULTS
● A more mature digital
framework with all HBO
titles delivered via one
dynamic creative platform
● 18% higher CVRM over
benchmark
● Subscription lift due to
audience alignment of titles
18%
Higher
CVRM

LOCALIZATION

CASE STUDIES
Global Large Scale
Dynamic Creative.
A DATA DRIVEN B2B CAMPAIGN
We partnered with Google on their dynamic campaign for the
Small & Medium Business group (SMB).
Using data driven insights, audience and behavioral segments, we
created a campaign that used a feed of over 60,000 different
creative variations along with localizations for 22 markets and
seven languages in the US, EMEA and Latin America markets.

LOCATION
TARGETING

DV360
SPECIALIST
PLATFORM
SERVICES
VERTICAL
Creative Services
Retail
Converting Consumers with Dynamic
Creative.
As one of the largest retailers in Australia, Bonds is always looking to connect
with new customers. For their midyear sale, Bonds wanted to create a more
targeted approach that was highly personalized and relevant to their various
audience segments.
Bonds partnered with Incubeta to develop a data-driven display campaign that
leveraged dynamic signals to geo-target specific customers, with the ultimate
goal of driving conversion at the middle and lower funnel for a prospecting
audience.
GOALS
● Create more relevant,
personalized display ads
● Convert prospects to new
customers
● Increase both in-store and
online sales
APPROACH
● Analyzed effective creative
and messaging for target
segments
● Built dynamic units with an
emphasis on geolocation
information
● Multivariate testing model
across creative elements
RESULTS
● 58% decrease in cost per
acquisition
● 65% increase in
conversions
● 68% increase in ROAS
65%
Increase in
Conversions

REMARKETING
PRODUCT

PROJECT HIGHLIGHTS
Project: Google Search
DYNAMIC CAMPAIGN with JOYSTICK
Joystick created a dynamic campaign for the
Google Shopping team that served targeted
creative based on audience segmentation, whilst
allowing users to search for any product listed on
the Google shopping page within the ad.
The result was a highly targeted and contextual
campaign that created message relevancy like
never before.
Link

& NIKE
GOOGLE

ADVANCE

ADIÓS
FOR NOW
CHECK OUT OUR WORK
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