Did you know that the quality of your creative has a significant impact on campaign performance and return on ad spend? This webinar takes a look at how and why creative got left behind, and what you should be doing to improve campaign performance. In this 30 minute webinar you'll learn: - Why you need to align your media buying and creative strategies - How to use shared data to get your strategy right - Creating value adding user experiences - How to measure creative success

1. Integrating Creative in a Programmatic
World

2. 1
What you can expect from today’s webinar
House Keeping
Presentation will be recorded and emailed out to
everyone
30 Mins
Ask any questions through the chat
Presenter: Anna Jorysz

3. How have we
got here?
© 2018 Net Media Planet. All Rights Reserved
source

4. 3
We’ve come a long way …
A Very Brief History Of Programmatic Buying
Reservations
1994
Ad Networks
1996
+ centralisation
+ simple reach
Ad Exchanges
2005
+ flexibility
+ cost control
DSPs
2007
+ targeting
+ optimisation
PG
2016
+ brand safety
+ premium inventory

5. 4
… or maybe not.
A Very Brief History Of Banner Ads
20181994

6. 5
Programmatic has been so successful at driving ROI – does creative really matter?
Why Has Creative Development Fallen
Behind?
Opened Up Easy
But Relevant Reach
Programmatic allows
advertisers access to an
almost unlimited amount of
inventory across special
interest sites.
People Based
Targeting
With access to huge amounts
of data, advertisers can target
based on individual
preferences.
The Power Of
Machines
Applying algorithms from
simple bidding rules through to
AI allows for smart processing
of performance data to
optimise bidding.

7. 6
Programmatic has been so successful at driving ROI – does creative really matter?
Why Has Creative Development Fallen
Behind?
Opened Up Easy
But Relevant Reach
People Based
Targeting
The Power Of
Machines
Programmatic allows
advertisers access to an
almost unlimited amount of
inventory across special
interest sites.
With access to huge amounts
of data, advertisers can target
based on individual
preferences.
Applying algorithms from
simple bidding rules through to
AI allows for smart processing
of performance data to
optimise bidding.

8. 7
Programmatic has been so successful at driving ROI – does creative really matter?
Why Has Creative Development Fallen
Behind?
Opened Up Easy
But Relevant Reach
People Based
Targeting
The Power Of
Machines
Long tail content is often
perceived as lower value and
can more engaging: you
should work harder to get your
message across.
If you know that much about
someone there is no excuse
for not showing them a
creative that will be of direct
relevance.
While machines are not likely
to replace human creatives in
the near future it is short
sighted not to leverage them to
improve.

9. 8
Quality creative can go some way to solving many of display advertising’s current issues
And That’s Not All
Measuring
Incremental Value
Of Display
Campaigns
• Influence
• View-through attribution
• Interaction with other channels
The Growth In Ad
Blockers & Impact
Of Viewability
• Functional ads are less irritating
• Incentives for high quality
placements
Maybe Even User
Concerns Around
Data & Privacy?
• Shift performance metrics away
from spam tactics
• True relevancy

10. Four Key
Consideration
s
© 2018 Net Media Planet. All Rights Reserved
source

11. 10
How many times do we have to be told that silos don’t work?
1. Integrate Media & Creative
Ensure Campaign Goals Are Aligned1
• What is the overall aim of the
campaign? What action do we
want the user to take?
• Which parts of the funnel are
being covered?
• How is the creative designed
to achieve this goal?

12. 11
How many times do we have to be told that silos don’t work?
1. Integrate Media & Creative
Ensure Campaign Goals Are Aligned
Communicate Effectively With Your Audience
1
2
• How do the targeted audience
segments relate to each
other? How are they different?
• How can we design creatives
that move a customer through
the stages towards completing
a conversion?
• What can we learn about a
customer from how they
interact with a banner that we
can use to inform future
targeting or buying strategies?

13. 12
How many times do we have to be told that silos don’t work?
1. Integrate Media & Creative
Ensure Campaign Goals Are Aligned
Communicate Effectively With Your Audience
Ensure Maximum Synergy With Content
1
2
3
• What types of sites will the ads
be showing on? How can
creatives be tailored for
relevance – or to stand out?
• Who visits these sites and
when? How will this impact
engagement with banners?
• What creative formats will
ensure the right level of reach
across the targeted sites?

14. 13
How many times do we have to be told that silos don’t work?
1. Integrate Media & Creative
Ensure Campaign Goals
Are Aligned
Communicate Effectively
With Your Audience
Ensure Maximum
Synergy With Content
1
2
3

15. 14
Don’t just change the weather because you can
2. Use Data To Inform
Strategy
Use Dynamic Elements Smartly1
• What signals are available for
targeting?
• Which of these will significantly
impact engagement?
• How can the dynamic strategy
be made to work for different
parts of the funnel?

16. 15
Don’t just change the weather because you can
2. Use Data To Inform
Strategy
Use Dynamic Elements Smartly
Find Content That Supports The Creative
1
2
• Do placements on page offer
sufficient prominence without
being intrusive?
• How engaging is the content?
• Does the content complement
or detract from the message of
the ad?

17. 16
Don’t just change the weather because you can
2. Use Data To Inform
Strategy
Use Dynamic Elements Smartly
Find Content That Supports The Creative
Use Historical Data As A Starting Point
1
2
3
• What types of similar
campaigns have you run in the
past? Are there insights you
can take from this?
• What learnings have been
garnered from previous
creative split tests?
• What messaging or features
work particularly well on site?

18. 17
Use Dynamic Elements
Smartly
Find Content That Supports
The Creative
Use Historical Data As A
Starting Point
1
2
3
Don’t just change the weather because you can
2. Use Data To Inform Strategy

19. 18
What does the user get in return for attention to your advert?
3. Create Value Adding Experience
Ensure High Relevance To The User1 • How does this ad address the
user’s specific problem or
needs?
• What key element of the
creative is going to grab their
attention and think “this is for
me”?
• When does it become too
much?

20. 19
What does the user get in return for attention to your advert?
3. Create Value Adding Experience
Ensure High Relevance To The User
Drive Engagement With Brand Or Products
1
2
• What type of engagement are
we trying to achieve?
• How aware of the brand or
product are they?
• Do we want their interaction to
be fun? To inform? To
persuade?

21. 20
What does the user get in return for attention to your advert?
3. Create Value Adding Experience
Ensure High Relevance To The User
Drive Engagement With Brand Or Products
Shorten The Path To Purchase
1
2
3
• What does the user journey
we want them to take look
like?
• What are the steps to
complete a conversion on
site?
• How can we initialise that
process within the ads? And at
what point do we take them
through to site?

22. 21
What does the user get in return for attention to your advert?
3. Create Value Adding Experience
Ensure High Relevance
To The User
Drive Engagement With
Brand Or Products
Shorten The Path To
Purchase
1
2
3

23. 22
Why wouldn’t you want to do it even better next time?
4. Measure Creative Success
Have A Measurement Plan1• How can measurement of
creative metrics tie in to the
overall campaign goals?
• When we analyse
performance, what segments
are we going to need?
• How do we show the impact of
creative on overall campaign
success?

24. 23
Why wouldn’t you want to do it even better next time?
4. Measure Creative Success
Have A Measurement Plan
Build In Tracking Capabilities
1
2
• How do we define and
engagement or interaction?
• What types of interaction will
we track?
• Can you tie back interaction
data with subsequent
behaviour on other ads or on
site?
• How can you store this data
for use in future campaigns?

25. 24
Why wouldn’t you want to do it even better next time?
4. Measure Creative Success
Have A Measurement Plan
Build In Tracking Capabilities
Test Every Assumption You Make
1
2
3
• How will you attribute success
of campaigns to specific ideas
or concepts?
• What learnings will you be
able to take from this
campaign to use to develop it
further in the future?
• Do some features only work
effectively for sub sections of
your audience or your media?

26. 25
Have A Measurement Plan
Build In Tracking
Capabilities
Test Every Assumption You
Make
1
2
3
Why wouldn’t you want to do it even better next time?
4. Measure Creative Success

27. Bringing It All
Together
© 2018 Net Media Planet. All Rights Reserved
source

28. 27
LFC’s 2017 kit marked their 125th anniversary and proved extremely popular
Case Study: Liverpool FC

29. 28
Targets for the 2018 kit launch were extremely ambitious, with no key milestone to drive
engagement
Case Study: Liverpool FC
• Develop an innovative
and engaging
performance display
campaign to help LFC
achieve their targets
• Drive measurable
interaction with the
campaign to bring fans
to the official online
store instead of
resellers.
Our challenge was
to:

30. 29
Using shared data to inform strategy: past performance of media & creative was analysed
Case Study: Liverpool FC
40%
decrease in CPA when using
interactive banners
Interactive Elements
5%
increase in interactions when
countdown included
Personalisation Widget
24%
lower bounce rate for users
landing via the widget
110%
greater value attributed to
users who used the widget
Engaging Content
14%
more sales from forums than
editorial content
20%
more engagement from
player specific content

31. 30
Creating value adding experiences: fans prefer engaging with their Club over hard sales
messaging
Case Study: Liverpool FC
Provide a value exchange for
fans at each stage of the
NARRATIVE ARC
Anticipation
Big Reveal
Purchase Decision

32. 31
We delivered a three part sequential strategy to engage fans before, during and after
launch
Case Study: Liverpool FC
• For 24 hours before
the kit launch we ran
teaser banners with a
countdown to launch.
• The banner was
posted to Reddit
where it attracted
almost 300 likes and
80 comments.
Pre Launch:
Countdown

33. 32
We delivered a three part sequential strategy to engage fans before, during and after
launch
Case Study: Liverpool FC
• When the countdown
reached 0 the
message changed to
allow you to interact
and reveal the new kit.
• Interactions were
tracked so that once
you had seen the kit
you were no longer
served this ad.
Launch: Reveal

34. 33
We delivered a three part sequential strategy to engage fans before, during and after
launch
Case Study: Liverpool FC
• Entirely interactive
banners allowing the
user to personalise
their shirt before going
to site.
• Product selection was
based on multiple data
inputs including
context, search history,
player performance
and previous
interactions with the
ad.
Post Launch: Kit
Builder

35. 34
Measuring success: with the right tracking and tests set up we were able to show strong
results
Case Study: Liverpool FC
Creative
Engageme
nt
• Viewers of the countdown ad were more likely to
come to site and to convert on launch day.
• Viewers of the reveal ad were twice as likely to come
to site and convert on launch day.
Overall
Campaign
Success
• Revenue driven by display campaigns was up YoY
on launch day, despite the kit proving less popular
overall.
• YoY uplift grew over the following 30 days.
Impact Of
Data
• A small trial was run of the full kit builder ads vs a set
with entirely random product selection.
• The data-driven ads generated 20% more
engagements and 21% more click-throughs.

36. Any
Questions?
info@nmpidigital.com
@nmpi_digital