Dynamic creative as the basis for digital storytelling

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IN A PROGRAMMATIC WORLD

CHRISTOPHER HANSEN

5 JUNE 2014

DYNAMIC CREATIVE

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WHO?

WHERE?

WHEN?

HOW MUCH?

WHAT?

The page where the ad is being served

The point where the customer is most likely to engage/convert The most efficient bid to place to try and ‘win the customer’The most appropriate and personalize message to drive engagement

The specific customer we want to targetRight Person

Right Place

Right Time

Right Price

Right Message

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You forgot why!

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Programmatic: The use of technology to automate the buying of media against aggregated data in real time.

Programmatic: The use of technology to automate the buying of media against aggregated data in real time.

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THE POWER OF REAL TIME DATA

26% sweaters

43% shirts

27% pants

MIN. SPENT ON-SITE

PAST PURCHASER

HOURS BETWEEN VISIT

KEYWORDS SEARCHED

NEW VISTOR OF SITE

SITE CATEGORIES VISITED

REFERRING URL

266SCORE

348SCORE

450SCORE

240SCORE

850SCORE

350SCORE

298SCORE

740SCORE 850

SCORE

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Began customizing a S7

Lives in a warm climate

Buys high ticket items

Often visits site from an iPad

Passes an Audi dealership at least

twice weekly

Website

Geo

Shopping Data

Bid Request

Mobile Device

Data Attribute

Collection Point

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DISTINGUISHING ASPIRATION

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FROM REALITY

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Model

Price

Call to Action

THE SHIFT FROM STATIC

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VOLVO BRAND CONNECT

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WEATHER

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WEATHER

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VAUXHALL WEATHER AD

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OPEL TRAFFIC AD

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Go DynamicBe creativeBe aware of ‘Awareness’

Don’t be afraid to go BIGUse data – not just product data