adapting creative through data
TRANSCRIPT
George Frangakis
Adapting Creative Through Data
Data & CreativityA Happy or Unhappy Marriage
In the golden days of advertising everything seem to be happening from the same desk.
Creative Message Audience Targeting Frequency of message Media Planning & Buying
Qualitative & Quantitative Research
Insights
Media Creative
No love affair
Media Creative
Data
Data
A lot of data
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 worldhad been created in the last 2 years
OKMore processing power
Cloud based world wide processing capabilities
But what has really changed?
We still depend on Creative Message Audience Targeting Frequency of message Media Planning Buying
Ad Formats
Only the beginning…
Speed
Programmatic Advertising Real Time Buying
Personalisation Audience Segmentation
Based on Data
Digital Trends Report E-Consultancy
Argos have connected their datashow 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
From broad exposure to segmented audience and relevant messaging
Adapt on a personal basis
at high speed
Automation of
Data & Creativity
Visual Noise
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
How do we know what works?
Shop
Now Buy Now V
s
Do you test your Search Messages?
Algorithmically adapting the right message, at the right time,to the right audience
A Proprietary Adaptive Advertising Solution
Automatic Optimisation between best performing creatives
Adaptsmessage to the individualconsumer in Real Time
Factors that drive clicksBackground colorAnimation lengthCall to action Human elementLogo placementSpecial Offers & Pricing
This hard work is automated
Optimised relevancyThe most effective message
One campaign
many creative messages
1. Adapting to multiple formats2. Data driven personalized messaging
From broad exposure to Adaptive Advertising
3. Optimised Message 4. All campaigns are performance 5. Think in scenarios… 6. ….Across formats and touch points
Take out
THANK YOU
Several images from someecards.com
Data and Creativity
George Frangakis www.forestview.eu
Thank you Several images from someecards.com
An arranged marriage today that lived happily ever after
Think in scenarios
Think Audience Segments
and sequential messaging
What do we know about our audience?
From broad exposure to focused engagement
With data All campaigns are performance campaigns
Recognizes the individual that walks into their stores from their mobile
adapts the messages on their in store digital screens
Embrace Adaptive Advertising
We need to change our waysfrom broad exposureto relevant engagement
Are we delivering the right message?
The catalyst is technology & data
Means convergence of peopleConvergence of media and creative