Using Data in CreativeMichael Lowenstern, Managing Director of Digital Advertising, R/GA

Why gift-giving sucks

But gift-giving doesn’t always work out that way.

Deadweight Loss

(In economics, a Deadweight Loss is a loss of economic efficiency that can occur when

equilibrium for a good or service is not optimal.)

Data

(input)

Who wants candy?

How does this relate to Media & Display?

We give people shit they don’t want.

All. The. Time.

Data (sort of)

what time it iswhere you live

what you’re looking at nowhow much money you makewhat interests you may havewhat you looked at yesterday

what you’ve recently searched forthe weather outside your window

what your hobbies likely arewhat you are shopping forwhere you want to travel

how old you are

We usually only use data for part of the transaction

KeywordInterestContext

GeographyBehaviors

So, we still show people shit they don’t want to see.

Hmm.

The best advertising is a relevant answer to a question.

Quality Score

the user’s inputthe ad content the keywordthe historical performancethe landing page

++++

the user’s inputthe ad contentthe keywordthe historical performancethe landing page

++++

the user’s input = consumer

the user’s inputthe ad content

= consumer= creative agency

the user’s inputthe ad content

the keyword

= consumer= creative agency= media agency

When the consumer, creative and media are aligned,

When the consumer, creative and media are aligned,search ads are more relevant & CPC’s go down

Data

Data, passed to the creative

Data, passed to the creativemakes the message targeted

HDTV Shopper In specific DMARecent Mover

When Creative and Media are using the same data,Response rate goes up.

Cost goes down.Everybody’s happy.

Targeted Media is good.Targeted Media + Targeted Creative is better.