Adapting Creative Through Data
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The document discusses the intersection of creativity and data in advertising, highlighting how the vast increase in data has transformed strategies for audience targeting and message personalization. It notes the challenges of low engagement and ad fatigue, with automation playing a crucial role in adapting advertising messages in real-time to improve relevancy. Key strategies include optimizing campaigns through data-driven decisions and personalizing messages based on consumer behavior across different stages of the customer lifecycle.
Adapting Creative Through Data
- 1. George Frangakis Adapting Creative Through Data Data & Creativity A Happy or Unhappy Marriage
- 2. In the golden days of advertising everything seem to be happening from the same desk.
- 3. Creative Message Audience Targeting Frequency of message Media Planning & Buying Qualitative & Quantitative Research Insights
- 4. Media Creative No love affair
- 6. Data A lot of data
- 7. In 2011, every day we created 2.5 quintillion (2,500,000,000,000,000,000) bytes of data 90% of the data in the world had been created in the last 2 years
- 10. OK More processing power Cloud based world wide processing capabilities
- 11. But what has really changed? We still depend on Creative Message Audience Targeting Frequency of message Media Planning Buying
- 12. Ad Formats Only the beginning… Fragmentation
- 14. Speed
- 15. Programmatic Advertising Real Time Buying
- 18. Personalization and automation are taking center stage as retailers work to deliver more relevant messages more efficiently Improve Engagement, enhance customer experience with targeted messages 52% Personalization Improvement
- 19. Argos have connected their data show advertising to encourage preference, then follow up with relevant messages throughout the lifecycle, from visitor to customer to repeat customer. Different stages of advertising are programmatically linked with sequential messaging Example: From broad exposure to segmented audience and relevant messaging
- 20. Adapt on a personal basis at high speed
- 21. Automation of Data & Creativity
- 23. 0.06% - average CTR of display ads (all formats and placements) (Display Benchmarks Tool) 41% growth in Ad blocking YoY (Source: Page Fair) 198m active ad block users around the world. (Source: Page Fair) 50% of clicks on mobile ads are accidental. (Source: GoldSPot Media) 33% of internet users find display ads completely intolerable (Source: Adobe) 2.8% of participants thought ads were relevant. (Source: Infolinks & bannerblindness.org) RELEVANCY
- 24. How do we know what works?
- 26. Algorithmically adapting the right message, at the right time, to the right audience
- 27. A Proprietary Adaptive Advertising Solution Automatic Optimisation between best performing creatives Adapts message to the individual consumer in Real Time
- 29. Creative factors that affect impact Message Product/service displayed Special Offers & Pricing Call to action Animation length Human element Background color Logo placement This hard work is automated
- 30. Optimised relevancy The most effective message
- 31. One campaign many creative messages
- 35. 1. Adapt to multiple formats 2. From broad exposure to personalized messaging and data driven buying 3. Optimise best performing message 4. Think in scenarios...across channels & formats 5. All campaigns are performance Take out
- 36. Thank you Several images from someecards.com George Frangakis www.forestview.eu