The future of creativity · 2019-06-24 · automate campaign creation for hundreds of geo-targeted...
Transcript of The future of creativity · 2019-06-24 · automate campaign creation for hundreds of geo-targeted...
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The future of creativity in an automated world
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We scroll 90 meters of content in a day.
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That’s is right. People thumb up through one Statue of Liberty every day.
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1. Timeline1. TimelineMonetary Economy Attention Economy
TVPrint Digital Mobile videos
Stories Interaction1920s 1960s 2000s 2017 2018 2019
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● “By testing and optimizing creative we saw advertisers gain significant amount (23%) in terms of cost per incremental buyer.”[2]
[1] SocialCode FB ecommerce macro data Jan – May 2017, study quoted by Facebook[2] Facebook study of over 300 multi-cell conversion lift tests
Creative Drives Performance onFacebook
● Fastest growing advertisers created 11x more creative assets. The average ROAS difference between top and bottom performing creative was 11x1]
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1. Timeline
TVPrint Digital Mobile videos
Stories Interaction1920s 1960s 2000s 2017 2018 2019
1. Timeline1 ad and millions of viewsMillions of personalized ads
delivered dynamically
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Brief
Asset production
Campaign Launch
Results
1 ad and millions of views
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Brief
Asset production
Campaign Launch
Results
Data Driven
Iteration
Data Informed Planning
Modular Asset
Production
Automated Campaign
Launch
1 ad and millions of views Millions of personalized ads delivered dynamically
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Automation
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The Creative Automation Process
Concept&
Planning
Modular Assets
Production
LaunchCampaign
Data Driven Iterations
Image & Video Templates
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Leverage Your Product Data & Existing Assets
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“Too much screen time?”
“Protect your eyes”
“Order now!”
140 eur
Eyeswise
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Intro Image 1 Image 2 Image 3 Closing
Question
Testimonial
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We work smarter, not harder
We take advantage of the power of our creative automation tools.
With a script and video templates, we can go from 1 unique video to more than 100 video combinations in a few clicks.
Intro Image 1 Image 2 Image 3 Closing
Question
Testimonial
Question
Question
Question
Testimonial
100+ video combinations
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ModulesOpening Broll1 Persona Broll2 Closing
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CombinationsOpening Broll1 Persona Broll2 Closing
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TUI Summer launch - Top Funnel results
-72%CPA
Initiate Checkout
-46%CPA
ViewContent
Objective: Qualified Traffic
Top Performer10 sec.
2nd Top Performer6 sec w/ Landscape Intr.
Worst Performer6 sec w/ Persona Intro
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Localization and Customization at Scale
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Challenge: ● Frequently updated deals and price information. ● The video ads had to be refreshed every day to include the
right products with up-to-date price information. ● Doing this manually was impossible.
Solution: ● Holiday video templates with offers and seasonal elements.● On-brand video ads for top deals. ● All product and price information automatically updated.
Ebay – Hundreds of Seasonal Videos From Product Data
100sOf videos
without manual work
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Challenge: ● How to use influencer provided content with fast
changing inventory?● Doing this manually was not scalable.
Solution: ● Developed ads for a three-day flash promotion campaign while
leveraging content from a popular local influencer● All product and price information automatically updated.
Tokopedia Combined Influencer Marketing with Direct Response 157%
Higher CTR
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Challenge: ● Static ads had not resulted in optimal ROI. Not able to scale
spend while driving sales. ● Need for more relevant creatives and a cost-efficient way of
producing video ads to prospect new customers.
Solution: Bluebird Media agency partnered with Smartly.io to● automate campaign creation for hundreds of geo-targeted ads● automate the production of highly personalized video ads
Artiks & Bluebird Media – More Relevant Video, In Less Time
+379%Revenue
-52%Cost per sale
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Challenge: ● Different creative styles and copy work best for each market
and their different sales seasons – but hard to do implement manually
Solution: ● Smartly.io's Dynamic Image Templates to improve visuals at
scale in Dynamic Ads campaigns● Templates were customized further based on the different
sales campaigns they run in each market have during the year● All ads use the same product data
Modanisa – Customized Creative For 26 Markets
-52%Lower Cost Per Install
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Digitalised Circulars
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Automation for Local Retailers
● Short on time and lack of online advertising knowledge
● Long lead time when asking for resources from headquarters
● Ad hoc campaigns with non-optimal setup● No systematic testing or improvements
MERCHANT(Local Level)
CUSTOMER(National Level, HQ)
● Off-brand and low-quality ads from local level
● Headquarters gets swamped by requests from local level
● Limited knowledge of what works best on local level
● No way to coordinate or centrally improve the efficiency of local campaigns
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Merchant Solution
2Local retailers fill in a
simple form
3Campaign is launched
automatically
1Partnership with client
(HQ) and Smartly.io
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Smartly.io as a Facebook Marketing Partner
Smartly.io is one of the few partners to have the following two badges:
- Ad tech partner - Full ad tech solution for complete Facebook & Instagram campaign management- Internal, Smartly.io designed feed management tool- Capability to process & support offline conversions
- Creative partner- Capable of automating content creation with proprietary creative solutions such as Image and Video Templates- Quickly producing creatives in multiple sizes and formats
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World’s leading brands trust Smartly.io with 2 billion annual ad spend
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Amsterdam
Austin
Berlin
Buenos Aires
Dubai
Dublin
Helsinki
London
Madrid
Mexico City
New York
Paris
San Francisco
São Paulo
Shanghai
Singapore
Sydney
Smartly Offices