PCon 2016: Linking programmatic media to dynamic creative (Justin Campbell, agcs)

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Vortrag der ProgrammatiCon 2016: Linking programmatic media to dynamic creative (Justin Campbell, agcs)

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PCon 2016: Linking programmatic media to dynamic creative (Justin Campbell, agcs)

  1. 1. Linking Programmatic Media to Dynamic Creative
  2. 2. Looking into the past… • Chrome, Firefox & Safari block Flash • Flash Developers no longer needed • DACH Region skills shortage in HTML
  3. 3. Where are we now? • Huge technical development in RTB • Advances connecting data to campaigns • Progress in re-targeting cross platform • HTML5 in constant evolution
  4. 4. How is the market reacting? • Havas Media Launch Hercules • WPP hub employs 250 developers in Prague • Undertone acquire SparkFlow - mobile • Sizmek acquire PointRoll - DCO • Technical agencies on the rise
  5. 5. What can be done? What does HTML5 offer?
  6. 6. Google Re-targeting • Google re-targeting through DBM • Adaptable re-targeting baners • Full control and flexibility • Ability to run smaller campaigns
  7. 7. Real Time data change • Bathstore real time offer changes • Managed through Google Sheets • Or pre-program in events & offers
  8. 8. AB Testing for performance • Universal Pictures • AB Testing • Normally only deliver one creative • Fast & Furious DVD sales target
  9. 9. 42% UPLIFT! WINNER
  10. 10. • Call to action Bottom right • Contrasting colours • Direct language • 3.8% iPad, 1.7% Mobile • Desktop 0.7% High performing examples…
  11. 11. Dynamic Creative Optimisation D.C.O. based on a range of data: • DMP data • Customer CRM data • Location • Weather • Click Optimisation data • Competitor data • Automatic language change / localisation
  12. 12. Marketing Data • Car dealerships • Localising advertising • Linking specific information from CRM systems
  13. 13. Ultimate benefits of HTML5 • Increased efficiency • Connecting data received in the ad call • Linking to external feeds - weather, location etc. • Ready for mobile & tablet • Green Sock animation development
  14. 14. Problem Solution
  15. 15. Thank You

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