dynamic creative as the basis for digital storytelling
DESCRIPTION
IgnitionOne's own Christopher Hansen presentation on Dynamic Display Creative from the IgnitionOne European Automotive Summit, June 2014TRANSCRIPT
P r o p r i e t a r y & C o n fi d e n t i a l
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IN A PROGRAMMATIC WORLD
CHRISTOPHER HANSEN
5 JUNE 2014
DYNAMIC CREATIVE
P r o p r i e t a r y & C o n fi d e n t i a l
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WHO?
WHERE?
WHEN?
HOW MUCH?
WHAT?
The page where the ad is being served
The point where the customer is most likely to engage/convert The most efficient bid to place to try and ‘win the customer’The most appropriate and personalize message to drive engagement
The specific customer we want to targetRight Person
Right Place
Right Time
Right Price
Right Message
P r o p r i e t a r y & C o n fi d e n t i a l
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You forgot why!
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Programmatic: The use of technology to automate the buying of media against aggregated data in real time.
Programmatic: The use of technology to automate the buying of media against aggregated data in real time.
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THE POWER OF REAL TIME DATA
26% sweaters
43% shirts
27% pants
MIN. SPENT ON-SITE
PAST PURCHASER
HOURS BETWEEN VISIT
KEYWORDS SEARCHED
NEW VISTOR OF SITE
SITE CATEGORIES VISITED
REFERRING URL
266SCORE
348SCORE
450SCORE
240SCORE
850SCORE
350SCORE
298SCORE
740SCORE 850
SCORE
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Began customizing a S7
Lives in a warm climate
Buys high ticket items
Often visits site from an iPad
Passes an Audi dealership at least
twice weekly
Website
Geo
Shopping Data
Bid Request
Mobile Device
Data Attribute
Collection Point
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DISTINGUISHING ASPIRATION
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FROM REALITY
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Model
Price
Call to Action
THE SHIFT FROM STATIC
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VOLVO BRAND CONNECT
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WEATHER
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WEATHER
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VAUXHALL WEATHER AD
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OPEL TRAFFIC AD
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Go DynamicBe creativeBe aware of ‘Awareness’
Don’t be afraid to go BIGUse data – not just product data