George Frangakis

Adapting Creative

Through Data

Data & Creativity

A Happy or Unhappy Marriage

In the golden days of advertising everything

seem to be happening from the same desk.

Creative Message

Audience Targeting

Frequency of message

Media Planning & Buying

Qualitative & Quantitative Research

Insights

Media Creative

No love affair

Media Creative

Data

Data

A lot of data

In 2011, every day we created

2.5 quintillion (2,500,000,000,000,000,000)

bytes of data

90% of the data in the world

had been created in the last 2 years

OK

More processing power

Cloud based

world wide

processing capabilities

But what has really changed?

We still depend on

Creative Message

Audience Targeting

Frequency of message

Media Planning Buying

Ad Formats

Only the beginning…

Fragmentation

Speed

Programmatic Advertising

Real Time Buying

PersonalisationGreater Audience Segmentation

Based on Data

Digital Trends Report

E-Consultancy

Personalization and automation are taking center stage as

retailers work to deliver more relevant messages more efficiently

Improve Engagement, enhance customer experience with targeted messages

52%

Personalization

Improvement

Argos have connected their datashow advertising to encourage preference, then follow up with relevant messages throughout the lifecycle, from visitor to customer to repeat customer.

Different stages of advertising are programmatically linked with sequential messaging

Example: From broad exposure

to segmented audience and relevant messaging

Adapt

on a personal basis

at high speed

Automation of

Data & Creativity

0.06% - average CTR of display ads (all formats and placements) (Display Benchmarks Tool)

41% growth in Ad blocking YoY (Source: Page Fair)

198m active ad block users around the world. (Source: Page Fair)

50% of clicks on mobile ads are accidental. (Source: GoldSPot Media)

33% of internet users find display ads completely intolerable (Source: Adobe)

2.8% of participants thought ads were relevant. (Source: Infolinks & bannerblindness.org)

RELEVANCY

How do we know what works?

Shop

Now Buy

Now Vs

Algorithmically adapting

the right message,

at the right time,

to the right audience

A Proprietary

Adaptive Advertising Solution

Automatic Optimisation

between best performing

creatives

Adapts

message

to the individual

consumer in Real Time

Creative factors that affect impact

Message

Product/service displayed

Special Offers & Pricing

Call to action

Animation length

Human element

Background color

Logo placement

This hard work

is automated

Optimised relevancy

The most effective message

One campaign

many creative messages

Indicative Clients

CAMPAIGN TRACTION SO FAR

1. Adapt to multiple formats

2. From broad exposure to personalized messaging

and data driven buying

3. Optimise best performing message

4. Think in scenarios...across channels & formats

5. All campaigns are performance

Take out

Thank you

Several images from someecards.com

George Frangakis

www.forestview.eu