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Programmatic media buying provides a unique opportunity to reach the “right user at the right time.”
So, why is it that – unlike TV and print – creative consistently takes a back seat in the digital space?
- Time- Creative teams aren’t
a part of campaign implementation
- Slight changes are too expensive
State of Creative in Digital Advertising
History of Digital Advertising
The birth of programmatic: With the growth of ad targeting technologies, advertisers can now deliver their message as discreetly as possible and make the message interesting enough that the user would actually enjoy interacting with it.
1st Banner: The first online advertisement appeared.
1995
1st Ad Serving: The launch of DoubleClick, one of the first ad-serving technologies.
1994 2001-2003
Pop Up Ads: Pop-up ads took over as the most effective online ads and quickly began annoying users.
Direct Buys: $10 billion was spent on advertising on websites, 14% of all ad spending.
2007
1st Social Media Ads: Advertisers saw the major advantage of social media advertising.
2008
Current1999-2001
Internet Bubble: The growth of the internet and tech
Tech Crash: Many dot-coms were acquired or liquidated during this market crash.
20011998Google Founded
Campaigns using the top three display sizes have a CPM less than half that of campaigns using only the 300x250 unit.
Campaigns with seven display sizes have a CPM 60% lower (all while CTR increased).
Creative Drives Engagement
Creative is key to driving engagement!
Rich Media ads, like video, Flash, and HTML5, consistently drive higher engagement and CTRs compared to static ads.
Consumer's expectations of digital advertising have steadily increased. They expect it to be engaging and highly relevant, and marketers must appeal to them across a number of devices and formats.
Creative Type Further Drives Engagement
Digital ad creative that contains design elements, which integrate with programmatic and real-time bidding strategies.
It enables advertisers to deliver a message that's tailored to the audience viewing it and the environment on which it's being viewed.
What is Programmatic Creative?
Today’s marketer is able to react in real time, using data insights to inform a brand’s creative.
After all, the goal is to provide consumers with the right message at the right time on the right device. Plus, people interact with an ad unit twice as frequently when that ad is relevant to them.
So what can you do?
Opportunities with Programmatic Creative
Create ads that use the information about your target audience, including demographics, location and previous behavior from first- and third-party.
Back to School shoppers?Memorial Day?March Madness? Tax Season? Summer travel?
Build Campaigns Around Sales or Seasons
Create ads that integrate data about the context and environment in which the ad appears.
Sports ads on sports sites?Restaurants on food sites?
Build Campaigns Focused on Context
Customize creative to your brand’s targeted personas
Pictures of a mom with kid products and services?
Fonts and colors
Build Campaigns Focused on Personas
Minimum Requirements- Brand Images- Strong Language- Call to Action
Multiple Creative Sizes -300x250, 728x90,
160x600, 300x600, 320x100, 336x280
Use a vibrant image and keep it fresh
Give your visitors a reason to click
Best Practices For Programmatic Creative