Bruno Coletta - Data-Driven Creativity in Marketing and Advertising
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This document discusses how data and automation have transformed marketing, advertising, and creativity. It provides examples of how media planning, buying, delivery, and analysis have become automated. Personalized display advertising now happens via real-time auctions. Variations in email subject lines, messages, and ads are tested automatically. Sentiment analysis and emotional indexing of customer conversations on social media provide insights. Generative models and other computational techniques may further incorporate creativity and automation in advertising.
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Bruno Coletta - Data-Driven Creativity in Marketing and Advertising
- 1. 1 Data-Driven Creativity in Marketing and Advertising Bruno Coletta
- 3. Business + Creativity = Advertising
- 5. 1960’s Top Down Today Interactive Average Consumer Extreme Personalization Expensive Cheap Few Channels 100’s channels Intuition Data The media landscape has changed profoundly in the last 50 years
- 6. 1960’s Top Down Today Interactive Average Consumer Extreme Personalization Expensive Cheap Few Channels 100’s channels Intuition Data Mad Men Math Men The media landscape has changed profoundly in the last 50 years
- 8. Media Planning Media Buying Ad Delivery Analysis Creativity …is now almost completely automated
- 10. Display Ads (Banners) are now bought online and in real-time… ?? ?
- 11. …via a fully automated auction between Advertisers and Websites… ?? ? PAGE LOADS ADVERTISER S BID HIGHEST BID WINS AD IS DELIVERE D AUCTION STARTS AD 1 2 3 4 5
- 12. …in a blink of an eye! ?? ? PAGE LOADS ADVERTISER S BID HIGHEST BID WINS AD IS DELIVERE D AUCTION STARTS AD 1 2 3 4 5 200 Milliseconds !
- 13. I can select customers by socio-demo, interests, and much more SOCIO-DEMO CUSTOMERS INFOINTERESTS
- 14. Should I show the same banner ad to all customers?
- 15. Da 99€ Personalized messages via Dynamic Creative Optimization (DCO) 15 MULTIVARIAT E TESTING o Women, 25-34 o Lives in Rome o Visited site but left without buying Capitali Europee Economy Class Scopri le offerte London Business Class Da 130€ Acquista il volo Rome Economy Class Da 39€ Offerta Riservata Maldive Economy Class Da 633€ Sconto Speciale o Man, 35-44 o Business o Searched for Milan- London Da Roma Da Milano Da Palermo Da Roma o Women, 25-34 o Loyal Client o Lives in Palermo o Usually travels to Rome o Men, 45-54 o Affluent o Submitted Info but did not finalize booking
- 17. What are the ingredients of a great Subject Line? EMOTIONAL DESCRIPTIVE CALL TO ACTION FORMATTING POSITIONING+ + + + Don’t miss out Exclusively for you Congratulations Thank you You’ve been selected ,,, 50€ on your first purchase 10.000 points Free for 1 year Insurance included … Buy Now Try today Discover More Learn how Click here … CAPS !Exclamation! Bold Italics Underline … Emot – CTA – Desc Desc – Emot – CTA Emot only Name placement …. SUBJECT LINE INGREDIENTS
- 18. Combine the ingredients, mix them up, try variations… • ➤ Avviso speciale - Bruno, ti premiamo con 50€ in BUONI SCONTO, punti doppi e quota gratuita. Non perdere l’occasione. • Hai (1) nuovo messaggio ✉ 10.000 punti BONUS + punti ad ogni acquisto + quota 0€. Bruno, ti premiamo con un'offerta pensata per te! • 🎁 Contiene un regalo: vorremmo offrirti 50€ di spesa e tanti vantaggi! Bruno, è la tua occasione EMOTIONAL DESCRIPTIVE CALL TO ACTION FORMATTING POSITIONING+ + + + • ………….
- 19. …more variations than any human is willing to write! 512 VARIANTS TESTED
- 20. Let variations compete & choose a winner RESULTS Open Rate Lift +17% Click Rate Lift +23% CONTROL BEST
- 21. It’s not just subject lines, but also message body & creativity Emotional CTADescriptive Formatting 4.096 CREATIVE VARIANTS EXPLORED Descriptive
- 22. Machines know your customers better than you do 22 Emotional Index
- 24. What do customers think about your brand/product/service on social media? 24 Based on customer conversations, are they satisfied or dissatisfied? Based on a sample of FB posts, how are people responding to this ad campaign? Is this product review positive or negative?
- 25. Many approaches, an active field of research and some basic tools available 25 Algorithms Human Analysis +
- 27. What’s next for Marketing & Adv? 27 o Generative Models o Style Transfer ADS & CREATIVITY o Video Editing/Production o Computer Vision CONVERSATIONAL VIDEO o Chatbot o Voice UI
- 28. Computational Creativity 28 What is creativity? How do we measure it? To what extent can a machine be «creative»? Can we teach computer what is creative? Can machines generate creative assets?
- 29. AI Geeks? You are in the right place! 29 24th October Stay Tuned!