pcon 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