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.

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

5. Media Creative
Data

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…
Fragmentation

14. Speed

15. Programmatic Advertising
Real Time Buying

16. Personalisation
Greater Audience Segmentation
Based on Data

17. Digital Trends Report
E-Consultancy

18. 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

19. 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

20. Adapt
on a personal basis
at high speed

21. Automation of
Data & Creativity

23. 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

24. How do we know what works?

25. Shop
Now
Buy
Now
Vs

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. 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

30. Optimised relevancy
The most effective message

31. One campaign
many creative messages

34. Indicative Clients
CAMPAIGN
TRACTION SO FAR

35. 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

36. Thank you
Several images from someecards.com
George Frangakis
www.forestview.eu