70% of campaign performance is driven by creative, yet the majority of markets are still using static banners with no personalisation or data insights.
Come learn how JoyStick has rolled out data-driven campaigns with smart personalized creatives for global brands such as Google, Nike, HBO & Netflix to name only a few.
17. 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.
18. 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
20. 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.
22. 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.
24. 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.
25. 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.
26. 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.
Joystick - A digital-first creative solutions company with 14 years experience in delivering state-of-the-art creatives regardless of scope, seamlessly fitting into your existing process.
Providing an end-to-end customer-centric approach aimed at putting marketing BACK in YOUR control
Across these 3 brands, we have 18 offices servicing 756 global customers across verticals such as finance, retail and travel offering bespoke solution, informed by local market experts.
Dynamic Adoption
Efficiencies and scalability of dynamic creative solutions are recognised.
Performance Activation
Impact of creative on media performance is recognised and creative KPIs are defined.
Data Integration
Broader performance data and external signals are considered in creative strategy implementation.
Dynamic Adoption
Efficiencies and scalability of dynamic creative solutions are recognised.
Performance Activation
Impact of creative on media performance is recognised and creative KPIs are defined.
Data Integration
Broader performance data and external signals are considered in creative strategy implementation.
Dynamic Adoption
Efficiencies and scalability of dynamic creative solutions are recognised.
Performance Activation
Impact of creative on media performance is recognised and creative KPIs are defined.
Data Integration
Broader performance data and external signals are considered in creative strategy implementation.
Dynamic Adoption
Efficiencies and scalability of dynamic creative solutions are recognised.
Performance Activation
Impact of creative on media performance is recognised and creative KPIs are defined.
Data Integration
Broader performance data and external signals are considered in creative strategy implementation.
Dynamic Adoption
Efficiencies and scalability of dynamic creative solutions are recognised.
Performance Activation
Impact of creative on media performance is recognised and creative KPIs are defined.
Data Integration
Broader performance data and external signals are considered in creative strategy implementation.
Dynamic Adoption
Efficiencies and scalability of dynamic creative solutions are recognised.
Performance Activation
Impact of creative on media performance is recognised and creative KPIs are defined.
Data Integration
Broader performance data and external signals are considered in creative strategy implementation.