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Creativity in a Programmatic World

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Creativity in a Programmatic World

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Creativity in a Programmatic World

  1. 1. Good morning :)
  2. 2. The presentation I’m not giving today…
  3. 3. ANAGRAM CASE STUDY Programmatic Results — Anagram generates 1.5X return on ad spend Combining programmatic media and creative exceeded all benchmarks. •  565% increase in direct sales YOY •  85% lift to sales conversion rates on visits from optimized creative •  Beat Google CTR benchmarks by 1.2–2.8X with the majority of creative/media combos •  1.5X return on ad spend “This is a $500 product and we’re driving sales with display ads during summer, historically our slowest season. I’m deeply impressed.” —Russell Edens CEO and Co-Founder, OptiShot Team & Technology Client: OptiShot®Golf Lead Programmatic Agency: Anagram Creative Support Co-Agency: Detroit Branding Company Programmatic Media: MediaMath T1 Programmatic Creative: PaperG Creative Management Platform Anagram.io | adam@anagram.io Page 2 / 2 ©Anagram 2015. All rights reserved. Programmatic creative drives 565% increase in direct sales, 1.5X return on ad spend. ANAGRAM CASE STUDY Overview Optishot is the industry leader in at- home golf simulation, enabling anyone to practice and play golf in the comfort of their home. To bolster their direct to customer e-commerce business, Optishot engaged Anagram, an agency specialized in programmatic advertising. Goal Achieve a superior direct sales ROI from programmatic advertising. Strategy Anagram launched a targeted display ad campaign using their Programmatic Throughout approach: an always-on programmatic campaign with continual optimization of both the media plan as well as the messaging and creative. Anagram.io | adam@anagram.io Page 1 / 2 ©Anagram 2015. All rights reserved. Challenge To maximize ROI, Anagram organized campaigns around four themes: •  Accessibility •  Time & Convenience •  Weather & Environment •  Quality & Value Four different messaging approaches were explored within each theme. These theme/approach combinations targeted 37 audience segments. For example, business travelers who love golf were targeted with a message about convenience. Value shoppers who frequently play golf saw creative about Optishot’s quality and value. To activate the data for the greatest impact, hundreds of creatives were produced, tested, and optimized on a monthly basis.
  4. 4. A playbook for programmatic creativity
  5. 5. Not “the” playbook. Just “a” playbook.
  6. 6. Everything will be programmatic. Creative has been an afterthought. This is a big opportunity.
  7. 7. 7 People don’t see algorithms. People see ads.
  8. 8. What would you say if you knew who you were talking to?
  9. 9. Versions and Sequence
  10. 10. Make more stuff
  11. 11. Using data to make ads people want to see
  12. 12. Feelings vs. Facts
  13. 13. “Nothing is so powerful as an insight into human nature.” Bill Bernbach
  14. 14. Fit
  15. 15. R E A L, Inc. R E A L, Inc. Making meaningful discoveries for your customers Product Character Strengths Customer Character Strengths Real.org
  16. 16. Always say the next right thing
  17. 17. If/Then and the DMP
  18. 18. Building a Learning Machine
  19. 19. Learning Agenda
  20. 20. W 24-34 W 35-54 PLAY MAKE FLOW Standard Campaign Format 1: FB Photo post Format 2: FB Carousel post What do we hope to learn? • What emotion/creative most engages the W 24-34 target? • What emotion/creative most engages the W 35-54 target? • Across all creative and targets, what ad formats engage the most? How are we testing this? 4x 4x 4x 4x • 16 total ads • 4x emotional directions: play/make/flow/standard • 2x ad formats photo/carousel posts • 2x creative variations for each • 2 rounds of optimization over one week • Double-down on 1K impressions leaders • Double-down on 10K impression leaders • Declare winners at 100K impressions • Scale top performers to 2nd Gen creative across Video/Display/Native Theme 1 Theme 2 Theme 3
  21. 21. Being right fast vs. Being right in advance
  22. 22. Estima • 16 total a • 5 hour • 3 hour • 3 hour • $200/h • Media Te • 16x ad • 8x ads ($540) • 4x ads ($2,16 • Scale W estimate • Scale w • 2x ads ($9,00 $540 $67.50 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $67.50 $67.50 $67.50 $67.50 $67.50 $67.50 $67.50 $540 $540 $540 $4,500 $4,500 1K imp 10K imp 100K imp 1M imp “Blackjack”
  23. 23. Expansive Optimization
  24. 24. “We made a video called Weird Things All Couples Do. It got a ton of shares, and we noticed by looking at the comments and shares that a lot of couples were sharing it with each other. Now we’ve done a number of follow- ups. We did Weird Things All Couples Fight About. Then we did Weird Things Couples Do On Date Night. We have a number of follow-ups in the works about being best friends, siblings, cousins.” Andrew Gauthier, BuzzFeed
  25. 25. A. B. C. D. E. F. D1. D2. D3. T1. T2. T3. T4.
  26. 26. The (probably) scientific case for full stack creativity
  27. 27. Thanks for your time :) Adam Cahill adam@anagram.io @adamcahill

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