This document discusses how data-driven creative can be used for programmatic advertising campaigns. It outlines a 5-phase process for developing dynamic, data-driven creative: 1) gathering insights from data sources, 2) collaborating on a digital brief, 3) designing and developing the creative, 4) QA testing and launching the campaign, and 5) learning and optimizing. The key is giving creatives access to data, improving data literacy, and driving a collaborative process between brands, agencies, and tech partners. Examples are provided of how data-driven creative has increased click-through rates and viewable impressions for companies.

1. Data-driven creative
for a programmatic world
Derek Dunfield, Product Manager, Google. August 30, 2016

2. INSIGHTS
Marketers have
access to more
and
DAT
Athan ever before

3. programmatic
technology helps
marketers capitalize on
all that data, in real-
time

4. the promise
of programmatic to date has
been the ability to reach the right
person at the right moment

5. impact?
But once you are there,
how do you have an

6. the real opportunity
is the ability to reach the right person,
in the right moment, with the
right message

7. 6:00 am 12:00pm 6:00pm 12:00 am
Commercial actions
Media touchpoints
Source: YouTube Media Consumption Study
interval of hope
Mobile
has shifted
consumption
habits

8. 6:00 am 12:00pm 6:00pm 12:00 am
Source: YouTube Media Consumption Study
I want to
watch
I want to
know
I need to
buy
I want to
find
Commercial actions
Mobile
has shifted
consumption
habits

9. Creative is
vital to
campaign
success
…
Source: Deduced from “Key Findings From U.S. Digital Marketing
Spending Survey”, Gartner, 2013 and Internal DoubleClick data from 2014
~90%
of spend goes
to the media
buy
while only
10%
goes to
the creative
development
…but marketers are currently under investing in it.

10. Source: Deduced from “comScore ARS Research Highlights Importance of Advertising
Creative in Building Brand Sales,” 2010 and Internal DoubleClick data from 2014
Impact on
campaign
success
…but marketers are currently under investing in it.
Creative is
vital to
campaign
success
…
30% 70%
media
buy
creative

11. DATA-DRIVEN
CREATIVE?
But how do you
get started with

12. LEARN?
What did we

13. Process > Everything

14. Collaborate
on a digital
brief and
align
agencies
Creative
Media
Production
Brand

15. GIVE
CREATIVES
ACCES TO
DATA
2
IMPROVE
DATA
LITERACY
1
DRIVE A
COLLABORATIVE
PROCESS
3

16. phase 1
Gather insights from all the
data sources available
phase 2
Collaborate on a digital
brief and align agencies
phase 3
Design and
develop creative
phase 4 QA, traffic and launch
phase 5 Learn and optimise

17. phase 1
Gather insights from all the
data sources available
phase 2
Collaborate on a digital
brief and align agencies
phase 3
Design and
develop creative
phase 4 QA, traffic and launch
phase 5 Learn and optimise

18. Gather
insights
from all
the data
sources
available
WHO WHA
T WHERE

19. DISTRIBUTION
OF DUTIES
Media Agency
// Provides campaign metrics
// Sources of 3rd-party data
// Identifies contextual signals
Brand
// Defines high-level campaign objectives
// Sources for audience signals
// 1st-party data insights
Production Agency
// Provides insights on content
development to ensure there
will be sufficient assets for
the insights identified
Creative Agency
// Provides creative insights relating
to consumer behaviour online or on
mobile devices

20. phase 1
Gather insights from all the
data sources available
phase 3
Design and
develop creative
phase 4 QA, traffic and launch
phase 5 Learn and optimise
phase 2
Collaborate on a digital
brief and align agencies

21. Collaborate
on a digital
brief and
align
agencies
Creative
Media
Production
Brand

22. DISTRIBUTION
OF DUTIES
Media Agency
// Identifies audience, media and environmental
data signals for targeting
// Learnings from previous and/or similar campaigns
// Pulls inventory availability report to determine
creative sizes and formats required
// Media plan
// Brand safety metrics and aligns
marketer KPIs to signals being used
Brand
// Campaign objectives, target audience
segmentation, and customer insights
// Moments to reach these audiences
// Creative mandatories
// KPIs
Production Agency
// Technical and creative considerations
// Assesses complexity to determine if
dynamic creative is needed
// Creative development timeline
Creative Agency
// Signals that will be leveraged
as creative triggers
// Creative elements that need to change
over the duration of the campaign
// Creatives guidelines
// Storytelling elements and
emotional hook

23. phase 1
Gather insights from all the
data sources available
phase 2
Collaborate on a digital
brief and align agencies
phase 4 QA, traffic and launch
phase 5 Learn and optimise
phase 3
Design and
develop creative

24. What should I think
when developing a creative
Products Variants
Prices Sub headerheader
Click Actions
Background
Related Content
Design
and
develop
creative

25. Design
and
develop
creative
Awareness
message+San
Francisco
background
Control
“Champion" control
“Avioners are able to fly"
Imaginary
Plane
wing
Imaginary
Various
destinations

26. Design
and
develop
creative
Benefit#1
“SeatRestrictions"
“If there’s a seat available…"
Imaginary
Various
destinations

27. DISTRIBUTION
OF DUTIES
Media Agency
// Identifies reporting metrics needed for
the creative
// Delivers creative and reporting naming
conventions and final ad specs
// Provides feed input for values needed
from DCM and DBM
Brand
// Approves dynamic feed content
// Reviews / approves final creative
Production Agency
// Ensures that all messaging and
imagery is on-brand
// Provides existing imagery and assets
to production team
Creative Agency
// Creates a messaging matrix to
indicate which content is delivered
based on which rules
// Determines specs for dynamic
copy and images
// Develops all design, and animation
// Builds ads in HTML5
// Ensures correct reporting metrics
are coded into creative

28. phase 1
Gather insights from all the
data sources available
phase 2
Collaborate on a digital
brief and align agencies
phase 5 Learn and optimise
phase 3
Design and
develop creative
phase 4 QA, traffic and launch

29. QA,
Traffic,
Launch
Organize
test strategies
Design
compelling
creative
Execute
campaigns
across formats,
channels,
screens
Measure for impact
Full-funnel unified reporting,
site analytics, A/B testing
Reach audiences
across formats,
channels, screens

30. DISTRIBUTION
OF DUTIES
Media Agency
// Reviews campaign platforms to confirm that set-up
is complete and optimal for measuring
campaign KPIs
// Confirms the target live date
// Sets up scheduled reporting
for stakeholders
// Traffics creatives
Brand
// Approves campaign to go live
Production Agency
// Creates previews of the creative
and backup images
// Conducts full Q&A on creative units
and creative sections of dynamic feed
// Approves QA and submits final
creative to trafficker
Creative Agency
// QA’s the creative fields in dynamic
feed to confirm that content
is rendering correctly

31. phase 1
Gather insights from all the
data sources available
phase 2
Collaborate on a digital
brief and align agencies
phase 4 QA, traffic and launch
phase 3
Design and
develop creative
phase 5 Learn and optimise

32. Learn
and
optimize
Control
Seat Restrictions
+28%

33. DISTRIBUTION
OF DUTIES
Media Agency
// Monitors campaign performance against defined KPIs
// Provides analytics reporting to brand and other
agencies
// Media optimization recommendations
// Flags any issues negatively impacting campaign
performance
// Consults creative and production agencies on
creative optimization requirements
Brand
// Reviews reporting and provides input
for optimizations
// Approves on-the-fly changes
Production Agency
// Troubleshoots and implements
necessary revisions to the dynamic
feed(s) and creatives
// Reviews reporting and provides input
for optimizations
// Performs creative optimizations
as necessary
Creative Agency
// Reviews reporting
and provides recommendations
for creative optimization

34. CREATIVE
Enabling better

35. Beautiful ads that
fit the form and
function of any
site or app
Component-based ads
built in programmatic
campaigns

36. Grupo expansion
sees 81% greater
CRTs and 25%
more viewable
impressions on
mobile

37. The New York Times
saw 6x increase in
CTRs and 4x
more viewable
impressions
with native ads

38. CAN YOUR
CREATIVE KEEP
UP?
By 2016, 67% of digital display
advertising will be programmatic.

39. Thank you.