R/GA at DAS: Using Data in Creative
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Transcript of R/GA at DAS: Using Data in Creative
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Using Data in CreativeMichael Lowenstern, Managing Director of Digital Advertising, R/GA
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Why gift-giving sucks
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But gift-giving doesn’t always work out that way.
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Deadweight Loss
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(In economics, a Deadweight Loss is a loss of economic efficiency that can occur when
equilibrium for a good or service is not optimal.)
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Data
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(input)
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Who wants candy?
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How does this relate to Media & Display?
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We give people shit they don’t want.
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All. The. Time.
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Data (sort of)
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what time it iswhere you live
what you’re looking at nowhow much money you makewhat interests you may havewhat you looked at yesterday
what you’ve recently searched forthe weather outside your window
what your hobbies likely arewhat you are shopping forwhere you want to travel
how old you are
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We usually only use data for part of the transaction
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KeywordInterestContext
GeographyBehaviors
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So, we still show people shit they don’t want to see.
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Hmm.
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The best advertising is a relevant answer to a question.
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Quality Score
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the user’s inputthe ad content the keywordthe historical performancethe landing page
++++
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the user’s inputthe ad contentthe keywordthe historical performancethe landing page
++++
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the user’s input = consumer
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the user’s inputthe ad content
= consumer= creative agency
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the user’s inputthe ad content
the keyword
= consumer= creative agency= media agency
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When the consumer, creative and media are aligned,
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When the consumer, creative and media are aligned,search ads are more relevant & CPC’s go down
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Data
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Data, passed to the creative
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Data, passed to the creativemakes the message targeted
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HDTV Shopper In specific DMARecent Mover
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When Creative and Media are using the same data,Response rate goes up.
Cost goes down.Everybody’s happy.
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Targeted Media is good.Targeted Media + Targeted Creative is better.
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