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

e-dialog GmbH
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PCon 2016: Linking programmatic media to dynamic creative (Justin Campbell, agcs)

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Linking Programmatic Media
to Dynamic Creative
PCon 2016: Linking programmatic media to dynamic creative (Justin Campbell, agcs)
Looking into the past…
• Chrome, Firefox & Safari block Flash
• Flash Developers no longer needed
• DACH Region skills shortage in HTML
Where are we now?
• Huge technical development in RTB
• Advances connecting data to campaigns
• Progress in re-targeting cross platform
• HTML5 in constant evolution
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
What can be done?

What does HTML5 offer?
Ad

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

  • 1. Linking Programmatic Media to Dynamic Creative
  • 3. Looking into the past… • Chrome, Firefox & Safari block Flash • Flash Developers no longer needed • DACH Region skills shortage in HTML
  • 4. Where are we now? • Huge technical development in RTB • Advances connecting data to campaigns • Progress in re-targeting cross platform • HTML5 in constant evolution
  • 5. 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
  • 6. What can be done? What does HTML5 offer?
  • 7. Google Re-targeting • Google re-targeting through DBM • Adaptable re-targeting baners • Full control and flexibility • Ability to run smaller campaigns
  • 8. Real Time data change • Bathstore real time offer changes • Managed through Google Sheets • Or pre-program in events & offers
  • 9. AB Testing for performance • Universal Pictures • AB Testing • Normally only deliver one creative • Fast & Furious DVD sales target
  • 11. • Call to action Bottom right • Contrasting colours • Direct language • 3.8% iPad, 1.7% Mobile • Desktop 0.7% High performing examples…
  • 12. 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
  • 14. Marketing Data • Car dealerships • Localising advertising • Linking specific information from CRM systems
  • 15. 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