IgnitionOne's own Christopher Hansen presentation on Dynamic Display Creative from the IgnitionOne European Automotive Summit, June 2014

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IN A PROGRAMMATIC
WORLD
CHRISTOPHER HANSEN
5 JUNE 2014
DYNAMIC
CREATIVE

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WHO?
WHERE?
WHEN?
HOW
MUCH?
WHAT?
The page where the ad
is being served
The point where the
customer is most likely to
engage/convert
The most efficient bid to
place to try and ‘win the
customer’
The most appropriate and
personalize message to
drive engagement
The specific customer
we want to targetRight Person
Right Place
Right Time
Right Price
Right Message

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You forgot why!

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Programmatic: The use of
technology to automate the buying
of media against aggregated data in
real time.
Programmatic: The use of
technology to automate the buying of
media against aggregated data in
real time.

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THE POWER OF REAL TIME DATA
26% sweaters
43% shirts
27% pants
MIN. SPENT ON-SITE
PAST PURCHASER
HOURS BETWEEN VISIT
KEYWORDS SEARCHED
NEW VISTOR OF SITE
SITE CATEGORIES VISITED
REFERRING URL
266SCOR
E
348SCOR
E
450SCOR
E
240SCOR
E
850SCOR
E
350SCOR
E
298SCOR
E
740SCOR
E
850SCORE

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Began customizing a S7
Lives in a warm climate
Buys high ticket items
Often visits site from an
iPad
Passes an Audi dealership
at least twice weekly
Website
Geo
Shopping
Data
Bid Request
Mobile Device
Data Attribute Collection
Point

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DISTINGUISHING ASPIRATION

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FROM REALITY

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Model
Price
Call to
Action
THE SHIFT FROM STATIC

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VOLVO BRAND CONNECT

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WEATHE

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WEATHE

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VAUXHALL WEATHER AD

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OPEL TRAFFIC AD

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Go Dynamic
Be creative
Be aware of ‘Awareness’
Don’t be afraid to go BIG
Use data – not just product
data