Are Data and Creativity forming a nice couple? Do they have a happy or unhappy marriage? For any answers, please follow the presentation of George Frangakis, Managing Director Forestview, from AllThingsPerformance event in Athens.
7. 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
18. 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
19. Argos have connected their data
show 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
23. 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
27. A Proprietary
Adaptive Advertising Solution
Automatic Optimisation
between best performing
creatives
Adapts
message
to the individual
consumer in Real Time
28.
29. 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
35. 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