Adapting Creative Through Data

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Are Data and Creativity forming a nice couple? Do they have a happy or unhappy marriage? For any answers, please follow the presentation of George Frangakis, Managing Director Forestview, from AllThingsPerformance event in Athens.

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Adapting Creative Through Data

  1. 1. George Frangakis Adapting Creative Through Data Data & Creativity A Happy or Unhappy Marriage
  2. 2. In the golden days of advertising everything seem to be happening from the same desk.
  3. 3. Creative Message Audience Targeting Frequency of message Media Planning & Buying Qualitative & Quantitative Research Insights
  4. 4. Media Creative No love affair
  5. 5. Media Creative Data
  6. 6. Data A lot of data
  7. 7. In 2011, every day we created 2.5 quintillion (2,500,000,000,000,000,000) bytes of data 90% of the data in the world had been created in the last 2 years
  8. 8. OK More processing power Cloud based world wide processing capabilities
  9. 9. But what has really changed? We still depend on Creative Message Audience Targeting Frequency of message Media Planning Buying
  10. 10. Ad Formats Only the beginning… Fragmentation
  11. 11. Speed
  12. 12. Programmatic Advertising Real Time Buying
  13. 13. Personalisation Greater Audience Segmentation Based on Data
  14. 14. Digital Trends Report E-Consultancy
  15. 15. Personalization and automation are taking center stage as retailers work to deliver more relevant messages more efficiently Improve Engagement, enhance customer experience with targeted messages 52% Personalization Improvement
  16. 16. Argos have connected their data show advertising to encourage preference, then follow up with relevant messages throughout the lifecycle, from visitor to customer to repeat customer. Different stages of advertising are programmatically linked with sequential messaging Example: From broad exposure to segmented audience and relevant messaging
  17. 17. Adapt on a personal basis at high speed
  18. 18. Automation of Data & Creativity
  19. 19. 0.06% - average CTR of display ads (all formats and placements) (Display Benchmarks Tool) 41% growth in Ad blocking YoY (Source: Page Fair) 198m active ad block users around the world. (Source: Page Fair) 50% of clicks on mobile ads are accidental. (Source: GoldSPot Media) 33% of internet users find display ads completely intolerable (Source: Adobe) 2.8% of participants thought ads were relevant. (Source: Infolinks & bannerblindness.org) RELEVANCY
  20. 20. How do we know what works?
  21. 21. Shop Now Buy Now Vs
  22. 22. Algorithmically adapting the right message, at the right time, to the right audience
  23. 23. A Proprietary Adaptive Advertising Solution Automatic Optimisation between best performing creatives Adapts message to the individual consumer in Real Time
  24. 24. Creative factors that affect impact Message Product/service displayed Special Offers & Pricing Call to action Animation length Human element Background color Logo placement This hard work is automated
  25. 25. Optimised relevancy The most effective message
  26. 26. One campaign many creative messages
  27. 27. Indicative Clients CAMPAIGN TRACTION SO FAR
  28. 28. 1. Adapt to multiple formats 2. From broad exposure to personalized messaging and data driven buying 3. Optimise best performing message 4. Think in scenarios...across channels & formats 5. All campaigns are performance Take out
  29. 29. Thank you Several images from someecards.com George Frangakis www.forestview.eu

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