programmatic display: 5 creative optimization tactics to drive display performance

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PROGRAMMATICDISPLAY:5 Creative OptimizationTactics To DriveDisplay Performance

Melody YanMarketing, Thunder www.makethunder .com

Over two-thirds of all digitaldisplay advertising is expected tobe purchased programmaticallythis year.

eMarketer, 2016

1C U S T O M I Z EC R E A T I V E S T OS E G M E N T S

Personalized ads are 54%more engaging and 45%more memorable comparedto generalized creative.

-Yahoo, 2014

2O P T I M I Z E

T H R O U G H T H EA D S E R V E R / D S P

Track

Optimize

Learn in-flight

Decide whichcreative to show

3S P L I T T E S TA D C R E A T I V E S

Test messaging, images,call-to-actions, and colors

Leverage testing to learnmore about your audience

Incorporate findings intoactive and future campaigns

4R E F R E S H A N D

R O T A T EC R E A T I V E S

Sales decline after 40impressions served

Seasonality, new productlaunches, visuals, andexclusive promotions

Refresh ad creatives every14-90 days

5D O N ' T S E T I TA N D F O R G E T I T

Analyze and adjustthroughout the campaign

Keep an eye on any trendsin the performance

Reinvigorate the campaignif performance declines

Thunder Creative Management Platform enables publishers, agencies andadvertisers to match display ad creative executions to the increasing varietyof targeting segments and ad formats.

Learn more about Thunder at: www.makethunder.com

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