All companiesÂ want to spend their marketing resourcesÂ as efficiently as possible. Thatâ€™s why programmatic advertising has become the star of field-related articles, blog posts, and conferences. By 2018, programmatic is estimated to reach 80% of marketing spend.
A new technique now combines programmatic with data-driven creative, and several companies have partnered to develop data-driven creative ad campaigns thatÂ aim to reveal effective new strategies. DoubleClick, a subsidiary of Google thatÂ provides Internet ad-serving services, worked on this project with Fancy Pants Group, a digital creative studio, and Accenture, a consulting company. Together they created experimental campaigns for real brands that had large amounts ofÂ data about their targeted consumers in order to find the best strategies for data-driven creative campaigns. They discovered three important steps for an efficient workflow:
Explore sources of data
The first step is to explore all sources of relevant data that can influence creative options. Besides market research and customer relationship management reports, you can analyze information from the companyâ€™s website and social media accounts, such as most popular products and details about the audience. Also, knowing the insights of a campaign, such as the most-accessed media type, most common deviceÂ type, and where these come from is also essential for smart data-driven campaigns.
A good example is a campaign byÂ Lâ€™Oreal from last summer, which focused on two sunscreen products, one for women and one for children. The company used audience-targeting lists to approach women both with andÂ without kids, and the data helped them reach the rightÂ consumers at the rightÂ time.
Tackle the creative partÂ early
The creative agency can use data to come up with better solutions forÂ the desired group of consumers; however, they need to unifyÂ the campaign process from the beginning, before making major decisions regarding the media strategy. Programmatic advertising works if all involved collaborators have access to the available data.
Another example of strategy is the one implemented for Gilt, a clothing company. To cleverly advertise their merchandise groups (women, men, kids, furniture), they provided the creative team with the most efficient keywords from their DoubleClick campaigns. The agency used their insights to improve the designs for each category.
Communication is the path to success
Usually, when a campaign is in process, each department provides its work to the others and feedback is minimal. For relevant data-driven campaigns, introduce early the media agency, the creative agency, and the production company so all three can go through the data and find the optimal strategy by collaborating end exchanging ideas.
For example, whenÂ Royal Bank of Canada wanted to promote a premium credit card among Canadian travel enthusiasts, their marketing team partnered with Accenture, Fancy Pants Group, and the Initiativeâ€™s media buying teamÂ and discovered a pattern of product benefit messages. The most successful one wasÂ â€śno seat restrictions,â€ť which achieved a performance uptick of 28% in conversion.
New solutions are being researched to combine automatic buying with other elements to optimize digital advertising campaigns. Marketers consider a good creative method one that balances obtained information with emotion to really appeal to the target audience. But automatic buyingÂ adds more data to the strategy, so if you are consideringÂ programmatic advertising, be sure toÂ factorÂ extra campaign preparation and strong collaboration between all parties involved in itsÂ development.
Want to learnÂ more about the modern examples of digital advertising?Â Read Defining Advertising Success In The Digital World.Comments