Exploring Programmatic Creative Webinar

Programmatic media buying provides a unique opportunity to reach the “right user at the right time.”

So, why is it that – unlike TV and print – creative consistently takes a back seat in the digital space?

- Time- Creative teams aren’t

a part of campaign implementation

- Slight changes are too expensive

State of Creative in Digital Advertising

History of Digital Advertising

The birth of programmatic: With the growth of ad targeting technologies, advertisers can now deliver their message as discreetly as possible and make the message interesting enough that the user would actually enjoy interacting with it.

1st Banner: The first online advertisement appeared.

1995

1st Ad Serving: The launch of DoubleClick, one of the first ad-serving technologies.

1994 2001-2003

Pop Up Ads: Pop-up ads took over as the most effective online ads and quickly began annoying users.

Direct Buys: $10 billion was spent on advertising on websites, 14% of all ad spending.

2007

1st Social Media Ads: Advertisers saw the major advantage of social media advertising.

2008

Current1999-2001

Internet Bubble: The growth of the internet and tech

Tech Crash: Many dot-coms were acquired or liquidated during this market crash.

20011998Google Founded

Campaigns using the top three display sizes have a CPM less than half that of campaigns using only the 300x250 unit.

Campaigns with seven display sizes have a CPM 60% lower (all while CTR increased).

Creative Drives Engagement

Creative is key to driving engagement!

Rich Media ads, like video, Flash, and HTML5, consistently drive higher engagement and CTRs compared to static ads.

Consumer's expectations of digital advertising have steadily increased. They expect it to be engaging and highly relevant, and marketers must appeal to them across a number of devices and formats.

Creative Type Further Drives Engagement

Digital ad creative that contains design elements, which integrate with programmatic and real-time bidding strategies.

It enables advertisers to deliver a message that's tailored to the audience viewing it and the environment on which it's being viewed.

What is Programmatic Creative?

Today’s marketer is able to react in real time, using data insights to inform a brand’s creative.

After all, the goal is to provide consumers with the right message at the right time on the right device. Plus, people interact with an ad unit twice as frequently when that ad is relevant to them.

So what can you do?

Opportunities with Programmatic Creative

Create ads that use the information about your target audience, including demographics, location and previous behavior from first- and third-party.

Back to School shoppers?Memorial Day?March Madness? Tax Season? Summer travel?

Build Campaigns Around Sales or Seasons

Create ads that integrate data about the context and environment in which the ad appears.

Sports ads on sports sites?Restaurants on food sites?

Build Campaigns Focused on Context

Customize creative to your brand’s targeted personas

Pictures of a mom with kid products and services?

Fonts and colors

Build Campaigns Focused on Personas

Minimum Requirements- Brand Images- Strong Language- Call to Action

Multiple Creative Sizes -300x250, 728x90,

160x600, 300x600, 320x100, 336x280

Use a vibrant image and keep it fresh

Give your visitors a reason to click

Best Practices For Programmatic Creative

the SIMPLE digital marketing platform

Learn more at choozle.com