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    Ad ready power of creative Ad ready power of creative Presentation Transcript

    • The Power of Automated Creative Design and Testing April 21, 2011 1
    • TODAY’S CONVERSATION The Creative Challenge Creative Automation Scalable Creative Versioning Case Studies Best Practices C-Tool Step-by-Step Template Building 2
    • BECOME DISPLAY SMART Build great creative Target each segment/offer Test all types Optimize of targeting Continually Automate & Bid “Smart” Access as much inventory as possible
    • ADREADY CAN HELP CREATIVE AUTOMATION TECHNOLOGY CAMPAIGN AUTOMATED REPORTS & MEDIA OPTIMIZATION PLANNING MEDIA MEDIA BUYING BUYING SYSTEM SYSTEM© 2011 AdReady, Inc. Confidential 4
    • THE CHALLENGE:
    • Challenge: CREATIVE IS TOO EXPENSIVETop 250 Advertiser Budget$1,000,000Your Budget$15,000 80% of your budget isFixed Creative Costs 1.2% of theirs$12,000 6
    • Challenge: CREATIVE IS TOO EXPENSIVE Top 250 Advertiser The rest of us Monthly budget $1,000,000 $15,000 # audience segments 4 4 # offers (over a year) 4 4 Creative options/segment 3 3 Cost/creative set $3,000 $3,000 Creative costs as % of budget 1.2% 80% 7
    • Solution: CREATIVE AUTOMATION Library of ad templates Reduces creative development costs When customized, automatically saved in 7 IAB standard sizes, .swf and .gif 8
    • Solution: SCALABLE CREATIVE VERSIONINGTemplate: from stock libraryor customized per spec(Unlimited)Themes:(unlimited)Dimensions:(7)OUTPUTFiles:(14) 7-swf 7-gif 7-swf 7-gif 9
    • Solution: TEMPLATE FLEXIBILITY 10
    • Anatomy of a Display Creative Fares to Fall Sale Southern California $44 as low as each way © 2009 AdReady, Inc. Confidential 11
    • Case Study: COPY TESTING Atlantis Resorts targeted Florida Goal of the campaign was to get users to their resort Used the same copy in 4 different pieces of creative • COPY: “2 nights from $159, includes over $650 in experiences free!” • Out of the 4 themes that were created the one that performed best was the ad that actually had that copy in the last frame
    • Case Study: PERFORMANCE OPTIMIZATIONS 3 ad themes paused 4 ad sizes paused 2 ad themes added,1 paused. All under-performing ads are paused. © 2009 AdReady, Inc. Confidential 13
    • Creative Best Practices 1. Make sure messaging is simple and to the point. 2. Use a prominent call to action! 3. Creative should be similar look and feel to your landing page. 4. Test all ad sizes available per ad theme. 5. Test multiple ad themes if possible. 6. Begin with a minimum of three to five completely unique ad themes, more if possible. 7. Test ad themes side by side. 8. Testing is never complete. © 2010 AdReady, Inc. Confidential 14
    • Test: WHICH AD PERFORMED THE BEST? THE BEST PERFORMING CREATIVE HAD A CLICKTHROUGH RATE MORE THAN 5X THAN THE WORST PERFORMER 15