Creative Technology – It’s More Than Just Automation
Ahead of ATS Singapore 2022, Adzyme Executive Director and Co-Founder Travis Teo explains how creativity can guide advertisers through the exclusion of third-party cookies, breaking down the various aspects of creativity in advertising technology to explain how how marketers can use them. To deliver a successful campaign.
For the past few years, the ad tech industry has been in a mad rush, scrambling to find alternative solutions to disable the ticking time-bomb, which is the depreciation of third-party cookies. New identity solutions and new targeting options are constantly being rolled out for advertisers and agencies to test and onboard. While it is important for the industry to address the impending shakeup, it is also important to take a step back and consider another important aspect of the overall marketing strategy: creative technology.
a 2017 study by Nielsen found that creative messaging has the biggest impact on sales, yet we are still seeing little innovation around creative technology within the programmatic space. By understanding the different aspects of creative technology, marketers can successfully leverage them for campaigns.
The Digital Asset Management (DAM) platform has been the best solution for global brands to manage digital assets and distribute them across various marketing teams. However, the property often requires additional redevelopment at the local level, placing additional pressure on resources. Today, the Creative Management Platform is an evolving solution that allows brands to create standard templates for multi-channel digital assets according to corporate digital guidelines and then distribute them to different teams. Such templates can be used multiple times to create new banner series for different campaigns, with only changes to the image and copy combinations. The benefits of doing so include streamlining the processes of creative optimization and localization, enabling brand governance on a global scale, and most importantly, saving both time and cost.
Creative shaping is probably the most prevalent and undervalued job for creative teams. With multiple banner size requirements to optimize for display, social, and partner sites and proprietary channels, layered with creative edition requirements, a simple three-edition creative plan for a weekend sales event can easily turn into a nightmare. Is, With creative automation technology, a master template can be rapidly adapted to a variety of sizes, and can be used to populate banners with various copy and image combinations including website information, product feeds or external APIs (weather, stock prices). , sports scores) can be used., Another trend we’re seeing is the application of AI in creative development: advances in GPT-3 have made human-like copywriting a possibility, while video creation on AI is also gaining ground. We expect this to be an exciting place to visit in the near future.
One of the most common applications of creative personalization in e-commerce is to retarget consumers with products they’ve considered, but haven’t purchased. With the end of third-party cookies, it looks like this remarketing capability will take a hard knock, but new solutions have emerged around personalization, such as using product-level TurtleDown, a theme under the Google Privacy Sandbox Initiative, first. -Partition data and use of material classification. We have also seen great success for brands using other data indicators such as location, time of day, day of the week to develop multiple creative variants that are contextually relevant.
Creative Testing, Measurement and Optimization
A recent study by DVJ Insight Turns out that over 50% of marketers don’t test their ads before launch. With limited time-to-market and resources, such efforts usually remain on the back-burner due to the additional time and effort required to manually test and measure various elements within ads. A creative testing platform will help streamline the testing, measurement and optimization process. The platform can do A/B type testing, or test different creative elements using a multivariate approach and measure multiple metrics such as engagement, clicks, brand-lift. With machine learning algorithms such as Multi-Armed Bandits, both testing and optimization (explore vs.
Rich Media Performance
In 1987, two great computing advances occurred: MS DOS 3.3 was released, and the GIF file was invented. As we celebrate 35 years of these inventions, it is unsurprising that the GIF format is still widely used in display banners today. Social media platforms, on the other hand, are constantly pushing new and innovative formats, some of which are spreading to programmatic displays. Innovative creative executions such as social exposure, conversational advertising, surveys, interactive video, shoppable advertising and lead gen advertising are just some of the rich media formats that have found their way into the display list. Banner display ads are no longer just traffic drivers, but tools that allow brands to tell their stories, engage users, and even increase sales.
ATS Singapore 2022 will take place on September 21 and 22 at the ParkRoyal Collection Marina Bay. Tickets and more information are available through ATS Singapore 2022 Event Hub,