Adapting Creative Through Data
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1. The document discusses how data and creativity were once separate in advertising but are now converging, with data driving more personalized and adaptive creative messaging. 2. It provides examples of how companies like Argos are using data to deliver sequential, relevant messages to customers across different stages from awareness to purchase. 3. The key idea is that advertising needs to adapt the right message in real-time to the right individual consumer based on their data and behavior in order to be more effective.
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Adapting Creative Through Data
- 1. George Frangakis Adapting Creative Through Data Data & Creativity A Happy or Unhappy Marriage
- 2. In the golden days of advertising everything seem to be happening from the same desk.
- 3. Creative Message Audience Targeting Frequency of message Media Planning & Buying Qualitative & Quantitative Research Insights
- 4. Media Creative No love affair
- 6. Data A lot of data
- 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
- 10. OK More processing power Cloud based world wide processing capabilities
- 11. But what has really changed? We still depend on Creative Message Audience Targeting Frequency of message Media Planning Buying
- 12. Ad Formats Only the beginning…
- 14. Speed
- 15. Programmatic Advertising Real Time Buying
- 18. 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 From broad exposure to segmented audience and relevant messaging
- 19. Adapt on a personal basis at high speed
- 20. Automation of Data & Creativity
- 22. 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
- 23. How do we know what works?
- 25. Do you test your Search Messages?
- 26. Algorithmically adapting the right message, at the right time, to the right audience
- 27. A Proprietary Adaptive Advertising Solution Automatic Optimisation between best performing creatives Adapts message to the individual consumer in Real Time
- 29. Factors that drive clicks Background color Animation length Call to action Human element Logo placement Special Offers & Pricing This hard work is automated
- 30. Optimised relevancy The most effective message
- 31. One campaign many creative messages
- 34. 1. Adapting to multiple formats 2. Data driven personalized messaging From broad exposure to Adaptive Advertising 3. Optimised Message 4. All campaigns are performance 5. Think in scenarios… 6. ….Across formats and touch points Take out
- 35. THANK YOU Several images from someecards.com
- 36. Data and Creativity George Frangakis www.forestview.eu Thank you Several images from someecards.com An arranged marriage today that lived happily ever after
- 37. Fusion off line and on line
- 38. Think in scenarios Think Audience Segments and sequential messaging
- 39. What do we know about our audience? From broad exposure to focused engagement
- 40. With data All campaigns are performance campaigns
- 41. Recognizes the individual that walks into their stores from their mobile adapts the messages on their in store digital screens
- 42. What is mixing in the lab today? The fusion of digital with off line
- 43. Embrace Adaptive Advertising We need to change our ways from broad exposure to relevant engagement Are we delivering the right message?
- 44. The catalyst is technology & data Means convergence of people Convergence of media and creative
Editor's Notes
- Whether you followed mad men or not, in the 1960's, advertising went through a creative revolution that changed everything simply by partnering up art directors and copywriters. The idea of a creative team made up of art and copy was born.
- As time evolved and advertising became more sophisticated into the 70s, two main department. Creative and Media Departments. Audience Targeting Creative Message Media Buying
- As time evolved and advertising became more sophisticated into the 70s, two main department. Creative and Media Departments.
- As time evolved and advertising became more sophisticated into the 70s, two main department. Creative and Media Departments. The exact value of performance analysis can’t always be measured, but by looking at team GB’s impressive rise from twelfth place to third place in the Olympicsmedals table, there is no doubt this sharp incline has occurred partly as a result of the investment in analytics. The exact value of performance analysis can’t always be measured, but by looking at team GB’s impressive rise from twelfth place to third place in the Olympicsmedals table, there is no doubt this sharp incline has occurred partly as a result of the investment in analytics.
- An IBMM study in 2011
- What did this mean…………Sources: Cisco; comscore; MapReduce, Radacti Group; Twitter; YouTube
- So much data, that even Cannes, the epitome of creativity in advertising has introduced DATA! Into its categories.
- "Moore's law" Gordon E. Moore, co-founder of the Intel Corporation and Fairchild Semiconductor, whose 1965 paper described a doubling every year in the number of components per integrated circuit. In 1975, he revised the forecast doubling time to two years. The capabilities of many digital electronic devices are strongly linked to Moore's law: quality-adjusted microprocessor prices, memory capacity, sensors and even the number and size of pixels in digital cameras. All of these are improving at roughly exponential rates as well.
- We still analyze campaigns, still read reports, still do research and come up with insights that fuel creative thinking! Marketers have long known that they need to evaluate their campaigns for both brand impact and tangible performance goals. They’ve worked hard to create compelling creative stories and then deliver those stories to the right people to achieve those goals. While the performance and data side of the advertising equation have gotten a boost, thanks to the rise of programmatic technologies, the creative side has been slower to follow suit.
- This is where the problem lies. The intensity and amount of consumer feedback we are getting that is staggering. Real time. Advertising technology is responding, it has created Real Time Bidding, Management platforms and analytic tools, that update in real or near real time. It looks like media is driving this new revolution (OMD Barry couples story) So the information is there What is missing? Where s the creative response? How fast can we respond creatively?
- Marketing always looked at audience segmentation in order to tailor the advertising message. Real opportunity technology can target and customize ads with unparalleled precision.
- Creative message has to Adapt Adaptive Advertising does
- Automation Algorithms Scenarios
- The Advertising Association and Warc predict that in 2015 UK advertising spend will for the first time ever top £20bn; that mobile will account for a quarter of all search spend by the end of 2014 and increase (by a third in 2015; and that desktop search spend will remain stable. )
- Rocket Fuel research
- Automation allows us to create scenarios Creative need to think This is the new trick Sequential Messaging Argos have connected their data to show advertising to encourage preference, then to follow up with relevant messages throughout the lifecycle, from visitor to customer to repeat customer. Linking up the different stages of advertising with sequential messaging is a key part of the future of programmatic for brands.
- Is it the first time he is exposed to our message? i.e. and we have a product launch. Has he seen my video? Did he visit our site? What was he looking at? Then lets change the message Has he ever bought anything? consumer segments are addressed with tailored narratives dependent on a segment’s buying behaviour, their goals, and their demographic. If data can drive a decision to change the creative message according to who we are talking to Then Brand, product and tactical campaigns become one. If there is data, then all campaigns are becoming performance campaigns.
- In order to stand out from the clutter of messages deluging consumers on all fronts, marketers must tailor their messages to their consumer to the nth degree, making them as relevant, timely and compelling as possible. Last year
- If data can drive a decision to change the creative message according to who we are talking to Then Brand, product and tactical, loyalty campaigns become one. We plan the message according to who we are talking to and what stage of engagement there in. If there is data, then all campaigns are becoming performance campaigns. Coming closer emergence of CRM, recommendation engines etc..
- The Advertising Association and Warc predict that in 2015 UK advertising spend will for the first time ever top £20bn; that mobile will account for a quarter of all search spend by the end of 2014 and increase (by a third in 2015; and that desktop search spend will remain stable. )
- While it is important to note that record-breaking amounts of money will be spent on mobile and digital advertising, whether marketers reach customers via their tablets, mobiles, PCs or traditional media is relatively unimportant. Increasingly, the form the message takes is key. Adapting the message in the most relevant, timely and compelling way as possible. We need to change the traditional ways of advertising. Are we delivering the most relevant message? We need to reach our audience with focused engagement over broad exposure. We need to embrace Adaptive Advertising
- Put the code in with the creative guys – understanding advertising world is changing We are moving back to the 60s again Convergence. New teams are being created. Data strategy requires a team of individuals, each with his or her own unique skill set: technologists to write algorithms and code, statisticians and quantification analysts and creative folks who'll find insights in data that their more technically inclined colleagues might miss. "They're almost like different personality types. When you get these people working together, you get the value," said Gnau Teradata Labs, interview with InformationWeek.