PCon 2016: Linking programmatic media to dynamic creative (Justin Campbell, agcs)
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Transcript of PCon 2016: Linking programmatic media to dynamic creative (Justin Campbell, agcs)
Linking Programmatic Media to Dynamic Creative
Looking into the past…
• Chrome, Firefox & Safari block Flash• Flash Developers no longer needed• DACH Region skills shortage in HTML
Where are we now?
• Huge technical development in RTB• Advances connecting data to campaigns • Progress in re-targeting cross platform • HTML5 in constant evolution
How is the market reacting?
• Havas Media Launch Hercules • WPP hub employs 250 developers in Prague• Undertone acquire SparkFlow - mobile• Sizmek acquire PointRoll - DCO• Technical agencies on the rise
What can be done?What does HTML5 offer?
Google Re-targeting
• Google re-targeting through DBM• Adaptable re-targeting baners• Full control and flexibility • Ability to run smaller campaigns
Real Time data change
• Bathstore real time offer changes • Managed through Google Sheets• Or pre-program in events & offers
AB Testing for performance
• Universal Pictures• AB Testing• Normally only deliver one creative• Fast & Furious DVD sales target
42% UPLIFT!
WINNER
• Call to action Bottom right• Contrasting colours • Direct language• 3.8% iPad, 1.7% Mobile• Desktop 0.7%
High performing examples…
Dynamic Creative Optimisation
D.C.O. based on a range of data:
• DMP data • Customer CRM data• Location• Weather • Click Optimisation data • Competitor data• Automatic language change / localisation
Marketing Data
• Car dealerships • Localising advertising • Linking specific information from CRM systems
Ultimate benefits of HTML5
• Increased efficiency • Connecting data received in the ad call • Linking to external feeds - weather, location etc.• Ready for mobile & tablet • Green Sock animation development
Problem Solution
Thank You