Elllie Armstrong is a Programmatic Account Manager at Brainlabs. Today, she'll tell you more about designing, building and executing digital display campaigns.

1. Programmatic: The use of and innovation
in Creatives

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Introduction
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Where are
we now?
Inspiration
Pieces
Working with
your data
Optimisation

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Why are creatives important?
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Source: Deduced from “Key Findings From U.S. Digital Marketing
Spending Survey”, Gartner, 2013 and Internal DoubleClick data from
2014
Source: Deduced from “comScore ARS Research Highlights Importance of Advertising
Creative in Building Brand Sales,” 2010 and Internal DoubleClick data from 2014

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Why are creatives important?
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See study “The Power of Creation” (2013), of the German Ad Market
http://www.bvdw.org/medien/guete-der-kreation-kann-betrachtungsdauer-von-display-werbung-bis-zum-sechsfachen-steigern-und-kaufabsicht-verdoppeln?media=5268
Studied 4 standard display sizes

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Where are we now?
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Some Example Ads
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Some Example Ads
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Some Example Ads
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Creative Restrictions
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Display Sizes
Animation
Length
Data Sizes Learnings

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11. Inspiration Pieces
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Story
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● Story within a particular ad ● Sequential ad story
Story
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Second Screening
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http://wywy.com/wp-content/uploads/2013/10/whi
te-paper-second-screen-study.pdf

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Second Screening
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Marketing Plan
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Marketing Plan
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● Case Study: Taco Bell
○ Understanding their main consumer groups:
■ Millenials - and engaging with them
■ Not where they thought the group was
before (previously had kids meals that
they stopped)
○ Understood where their consumer group
could be found
○ Tied creatives across different channels
○ Made creative use of different platforms to
their strengths.
○ Snapchat filter results:
■ 224 million views in one day
■ av. 24 second engagement
○ Additionally 2013 Advertiser of the Year
Think about your Audience
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Other places to find inspiration
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Cannes Lions
Think with
Google
Innovation
Enterprise

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Working with your Data
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Different methods
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Work to
understand
your data
Work with
your data
Work to
enhance your
data

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Customer Journey
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How do people interact with your site
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People visit a page on PPC
Arriving at the main page
People who go on to contact
Then look at pricing

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Creative Journey
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Sequential/Different Ads
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People who visit the page on PPC
Prospecting [Audiences, Categories, Content, Similar Audiences etc]
People who go on to contact
People who click on the ad and return to the PPC Page; then look at pricing

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Work to enhance your data
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Sophisticated retargeting, use time and
frequency capping
Decide on when you’ll stop retargeting people
- or when you want to change creative
Integrate data insights from search into
creative campaigns
Share data insights from previous campaigns
with creative team

27. Optimisation
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Think about your Expectations
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What is the
likely
response to
the medium?
Is it
branding? Is
it expecting
direct
response?
What are you
trying to get
people to do
on site?
What is your
window for a
response?

29. Wrap Up
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Wrap Up
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Where are
we now?
Inspiration
Pieces
Working with
your data
Optimisation