adapting creative through data

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

Fusion off line and on line

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

What is mixing in the lab today?

The fusion of digital with off line

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