PCon 2016: Linking programmatic media to dynamic creative (Justin Campbell, agcs)

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Vortrag der ProgrammatiCon 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

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1. Linking Programmatic Media to Dynamic Creative

2.

3. Looking into the past… • Chrome, Firefox & Safari block Flash • Flash Developers no longer needed • DACH Region skills shortage in HTML

4. Where are we now? • Huge technical development in RTB • Advances connecting data to campaigns • Progress in re-targeting cross platform • HTML5 in constant evolution

5. 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

6. What can be done? What does HTML5 oﬀer?

7. Google Re-targeting • Google re-targeting through DBM • Adaptable re-targeting baners • Full control and ﬂexibility • Ability to run smaller campaigns

8. Real Time data change • Bathstore real time offer changes • Managed through Google Sheets • Or pre-program in events & offers

9. AB Testing for performance • Universal Pictures • AB Testing • Normally only deliver one creative • Fast & Furious DVD sales target

10. 42% UPLIFT! WINNER

11. • Call to action Bottom right • Contrasting colours • Direct language • 3.8% iPad, 1.7% Mobile • Desktop 0.7% High performing examples…

12. 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

13.

14. Marketing Data • Car dealerships • Localising advertising • Linking speciﬁc information from CRM systems

15. 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

16. Problem Solution