Roundtables & Town Hall: "Creative in the Age of Data"

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Information about Roundtables & Town Hall: "Creative in the Age of Data"
Marketing

Published on May 8, 2014

Author: imediaconnection

Source: slideshare.net

Google Confidential and Proprietary Creative in the Age of Data Peter Crofut Head of Creative Platforms Solutions, Google

Google Confidential and Proprietary 30% Internet traffic is on mobile The world we live in: 49% Growth in RTB 30% Brand $$ on digital Google Confidential and Proprietary

Google Confidential and Proprietary Creative accounts for the majority of campaign’s performance, yet it still takes a back-seat to media. Media Creative

Google Confidential and Proprietary The evolution of digital creative Mortgage Rates on the Fall! $520,000 Mortgage offered below $500/Month! SSN Not Required! LowerBillAlien.com 1. What State? 2. What Rate? 3. Credit Level Out of This World Payment Calculation Ad from 2010 Ad from 2013 Don’t Have Time to Go Back to School 1. What State? DegreeRobot.com Graduate Online in Only 18 Months!!! Check out Online Degrees

Google Confidential and Proprietary Creative has entered the digital age Google Confidential and Proprietary

Google Confidential and Proprietary How to infuse creative with data: Information about the Audience Information about the Environmen t Google Confidential and Proprietary

Google Confidential and Proprietary Infusing audience data into the creative: • 3rd party data • 1st party data • Demographics • Location • Previous behavior on websites Alter the headline call to action, image, or assets of the ad unit to ensure the message resonates with the individuals Get this info from: It comes in the form of: Use this info to: Google Confidential and Proprietary

Google Confidential and Proprietary Infuse environmental data into the creative: • Ad serving info • Device: pc, smartphone, tablet • Context: mobile web, mobile app • Content: site where the ad is located Alter the creative size, interaction mode, assets, narrative of the ads to match the device and the context Get this info from: It comes in the form of: Use this info to: Google Confidential and Proprietary

Google Confidential and Proprietary Why do you care? Google Confidential and Proprietary 2x interaction rate 50% increase in engagement Real-time Creative: Rich Media Creative:

Google Confidential and Proprietary Thank You!

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