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Ad ready power of creative
1. The Power of Automated Creative
Design and Testing
April 21, 2011
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2. TODAY’S CONVERSATION
The Creative Challenge
Creative Automation
Scalable Creative Versioning
Case Studies
Best Practices
C-Tool Step-by-Step
Template Building
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3. BECOME DISPLAY SMART
Build great creative
Target each segment/offer
Test all types
Optimize of targeting
Continually
Automate &
Bid “Smart” Access as much
inventory as possible
6. Challenge: CREATIVE IS TOO EXPENSIVE
Top 250 Advertiser Budget
$1,000,000
Your Budget
$15,000
80% of your budget is
Fixed Creative Costs 1.2% of theirs
$12,000
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7. Challenge: CREATIVE IS TOO EXPENSIVE
Top 250 Advertiser The rest of us
Monthly budget $1,000,000 $15,000
# audience segments 4 4
# offers (over a year) 4 4
Creative options/segment 3 3
Cost/creative set $3,000 $3,000
Creative costs as % of budget 1.2% 80%
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8. Solution: CREATIVE AUTOMATION
Library of ad
templates
Reduces creative development costs
When customized,
automatically saved in 7 IAB
standard sizes, .swf and .gif 8
9. Solution: SCALABLE CREATIVE VERSIONING
Template: from stock library
or customized per spec
(Unlimited)
Themes:
(unlimited)
Dimensions:
(7)
OUTPUT
Files:
(14)
7-swf 7-gif
7-swf 7-gif
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12. Case Study: COPY TESTING
Atlantis Resorts targeted Florida
Goal of the campaign was to get users to their resort
Used the same copy in 4 different pieces of creative
• COPY: “2 nights from $159, includes over $650 in
experiences free!”
• Out of the 4 themes that were created the one that
performed best was the ad that actually had that copy
in the last frame