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 Practi...
BECOME DISPLAY SMART                     Build great creative                  Target each segment/offer                  ...
ADREADY CAN HELP                            CREATIVE                          AUTOMATION                          TECHNOLO...
THE CHALLENGE:
Challenge: CREATIVE IS TOO EXPENSIVETop 250 Advertiser Budget$1,000,000Your Budget$15,000                              80%...
Challenge: CREATIVE IS TOO EXPENSIVE                                   Top 250 Advertiser   The rest of us   Monthly budge...
Solution: CREATIVE AUTOMATION                                                                Library of ad                ...
Solution: SCALABLE CREATIVE VERSIONINGTemplate: from stock libraryor customized per spec(Unlimited)Themes:(unlimited)Dimen...
Solution: TEMPLATE FLEXIBILITY                                 10
Anatomy of a Display Creative                                     Fares to         Fall Sale                              ...
Case Study: COPY TESTING   Atlantis Resorts targeted Florida      Goal of the campaign was to get users to their resort   ...
Case Study: PERFORMANCE OPTIMIZATIONS                3 ad themes paused                                  4 ad sizes paused...
Creative Best Practices 1. Make sure messaging is simple and to the point. 2. Use a prominent call to action! 3. Creative ...
Test: WHICH AD PERFORMED THE BEST?         THE BEST PERFORMING CREATIVE           HAD A CLICKTHROUGH RATE                 ...
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Ad ready power of creative

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Ad ready power of creative

  1. 1. The Power of Automated Creative Design and Testing April 21, 2011 1
  2. 2. TODAY’S CONVERSATION The Creative Challenge Creative Automation Scalable Creative Versioning Case Studies Best Practices C-Tool Step-by-Step Template Building 2
  3. 3. 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
  4. 4. ADREADY CAN HELP CREATIVE AUTOMATION TECHNOLOGY CAMPAIGN AUTOMATED REPORTS & MEDIA OPTIMIZATION PLANNING MEDIA MEDIA BUYING BUYING SYSTEM SYSTEM© 2011 AdReady, Inc. Confidential 4
  5. 5. THE CHALLENGE:
  6. 6. 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
  7. 7. 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
  8. 8. Solution: CREATIVE AUTOMATION Library of ad templates Reduces creative development costs When customized, automatically saved in 7 IAB standard sizes, .swf and .gif 8
  9. 9. 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
  10. 10. Solution: TEMPLATE FLEXIBILITY 10
  11. 11. Anatomy of a Display Creative Fares to Fall Sale Southern California $44 as low as each way © 2009 AdReady, Inc. Confidential 11
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Test: WHICH AD PERFORMED THE BEST? THE BEST PERFORMING CREATIVE HAD A CLICKTHROUGH RATE MORE THAN 5X THAN THE WORST PERFORMER 15

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