Mini Webinar series:Why Creative Still Matters

Our guest speaker

Sarah LockwoodVP, Creative Group Director@lockwood_sarah / @booyahagencyslockwood@booyahadvertising.comwww.booyahadvertising.com

Chango solves ‘programmatic’

Chango is the 2nd largest source of search data, with more monthly searches than Yahoo! and Bing combined

Data and advertising

Marketers see the world differently

Data-driven futures

Real-time is growing

The role of the story?

Are we as smart as we think?

Root cause?

• Lack of comfort around creative

• Perceive creative as expensive

• Complacent with “good enough”

Net effect = inefficiency

Media targets individuals The creative shouts at the crowd

The possibility

115%

The possibility

2,666%

1st, 2nd, 3rd creative framework

1st creative 3rd creative2nd creative 2nd creative

Initial point of contact, targeted based on expressed intent .

Relevant landing page (LP), establishes trust with individual, pays off the promise. Drives conversion event.

Delivers the individual to relevant content that is logical in the sequence. Drives conversion event.

Retargeted ad, a continuation to the story, adding new and relevant information.

In practice

1. Analyze your media plan at the placement level

2. Understand each use case3. Determine right 1st, 2nd, 3rd

creative4. Champion the creative plan

Display Media

1. Analyze search program at the ad group level

2. Understand each use case3. Determine right 1st, 2nd, 3rd

creative4. Champion the creative plan

Search Media

1st & 2nd creative – best practices

1st Creative:• Match the execution to the intent of the audience• Develop lots of sizes of creative (top 3 ad formats comprise

80% of all served ad impressions)• Challenge the champion• Persistent call to action• Persistent offer (if you can)• Persistent branding (resist the “reveal”)• Ensure final frame stands alone• Follow the guidelines!

3rd Creative:• Tag smart – use case strategy depends on it!

2nd creative – best practices

• Deliver relevance by pairing the message closely to the 1st creative – pay off the promise

• Establish trust, make sure the audience feels they are in the right place

• Think communications objectives and prioritize• Synergy in headlines• CTA clear and above the fold• All elements of LP ladder to the objectives• Use tools for a view of what is working (Crazy Egg,

ClickTale)• Test and learn

5 takeaways…

1. The creative really does matter!2. Tools like Which Test Won and Moat are great for

inspiration and help create a case for creative investment3. Develop and understand the use cases4. Establish a framework – design to match the audience5. Test and learn – constantly challenge the champion

Chango: (+1) 800.385.0607 / sales@chango.com

Next webinar

Wednesday, April 24 - 1pm EST

Presented by Dax HammanChief Revenue Officer/ Chief Strategy Officer, Chango

Chango.com/webinars

Registration page will be available starting Wednesday 20

Further resources: (chango.com/resources)

Questions?