This is part five of a five-part series introducing the creative process for data-driven campaigns as outlined in our new guide: The Creative Process for Programmatic: A Guide for Marketers.

Until quite recently, the launch of an ad campaign marked an end-point for most of the parties who created it. Once the campaign was out in the world, it was time to crack a few celebratory beers and move onto the next thing: whether that meant coming up with new creative executions that built tangentially on the campaign’s success, or scrapping it for something new entirely.

Today, data-driven marketing empowers brand advertisers and agencies to closely monitor not just how successful a campaign is after launch, but which elements are driving that success. Teams can optimize live campaigns mid-way through the flight and make tweaks to improve performance and update assets for future flights, rather than starting from scratch each season.

As data-driven campaigns have become more sophisticated so, too, have the tools for measurement. It’s no longer just about CTR: now, teams can measure elements such as post-view and view-through conversions as well as engagement metrics such as video completes and interaction rates. This paves the way for more specific and nuanced KPIs, allowing teams to consider what success means for individual campaigns and brands as a whole.

The new creative process is significantly more iterative and cyclical than what we saw in the past:

• Teams are now actively involved in the evolution of the campaign, closely monitoring which audiences respond to which elements of data-driven creative and proactively optimizing on the fly.
• There are greater opportunities for learning, as teams work together to analyze why audiences may be responding favorably (or not-so-favorably) to different elements.
• Teams can use these learnings for future campaigns and, at the same time, pull in learnings from other data-driven campaigns to inform the work that’s currently live.

You can learn more about this campaign, as well as get a full picture of best practices for data-driven creative campaigns, in our new guide The Creative Process for Programmatic: A Guide for Marketers.

Join us for a webinar on our creative research, focused on how agencies can bring data-driven creative to life. Thursday, April 21st @ 12pm ET. RSVP here.

Posted by Becky Chappell Product Marketing Manager, DoubleClick

This is part three of a five-part series introducing the creative process for data-driven campaigns as outlined in our new guide: The Creative Process for Programmatic: A Guide for Marketers.

A major shift is occurring in the way agencies work together to design and develop digital creative campaigns. Previously, teams were siloed: the media agency used data to determine ad types and sizes, and served the creative production agency with a spec sheet off of which to build executions.

Today, we’re moving toward a model in which all teams work together, using sophisticated digital tools for increased efficiency. In the model we put forth in our new guide for marketers, the brand and media team now share data with the creative production team, which uses it to create a strategy for the campaign’s creative based on audience insights and real-time environmental and media triggers.

We explored the topics of gathering data signals and getting all teams on board in previous blog posts. Here, we’ll talk a bit about how creative production agencies are using tools for increased flexibility, efficiency, and control in building dynamic creative.

What is dynamic creative?

Dynamic creative allows for variables such as copy, imagery, font, and color to easily change based on data signals, such as who is viewing the ad, where they’re viewing it, and when. It consists of two complementary pieces: the creative template, and the dynamic creative feed.

The creative template

Much like the blueprint for a house, this serves as the structure of the ad unit. When you use a blueprint, variables such as the type of flooring and color of the exterior may change, but the “bones” of the house will remain the same.

Similarly, the creative template provides parameters for variables such as:

• Character counts for copy
• Length of animations
• Size and location of images

Within those parameters, the team can experiment with different headlines, images, and types of animations, as well as other factors.

The dynamic creative feed

This houses the creative assets that will get plugged into the creative template, as well as the logic that dictates which assets will be served to which viewers based on your data signals and campaign strategy. Using a feed to control your dynamic campaign strategy gives you maximum flexibility, allowing you to quickly and easily make changes to your creative on the fly.

The template and feed in action

When we worked with L’Oreal on a campaign for their Vichy sunscreen brand, the team selected several dynamic creative elements that would change based on data signals, including lifestyle imagery, product image, and call-to-action. Additionally, messaging driving to the nearest store could populate based on the user’s postal code.

The design team created a simple yet elegant template that accounted for all of these variables, and the dynamic creative feed signaled which variables would appear to which users based on their data signals.

To see examples of the creative from this campaign and learn more about best practices for data-driven campaigns, please visit our marketers’ guide to data-driven creative campaigns.

We’re also hosting a hangout on air on Tuesday, April 5th at 12pm ET, to discuss the research and provide some key takeaways from the guide. RSVP here.

Posted by Becky Chappell Product Marketing Manager, DoubleClick

This is part two of a five-part series introducing the creative process for data-driven campaigns as outlined in our new guide: The Creative Process for Programmatic: A Guide for Marketers.

Anyone who’s managed an ad campaign knows that there are two kinds of success. The first is executional: hitting KPI’s. But there’s a second metric that can be just as important, and may even influence your numbers: how everyone feels when the campaign is over. Is the team bursting with new learnings and toasting a job well done, or reaching for the Advil while muttering: “never again”?

To help ensure that your campaigns run smoothly from start to finish and end in beers instead of tears, we recommend incorporating a single, crucial step into your process: the all-hands-on-deck collaborative brief.

We recently tested several methodologies for executing data-driven creative campaigns, which we explore in detail in The Creative Process for Programmatic: A Guide for Marketers. We universally found that including a collaborative digital brief-building session can lead to more positive results, setting the stage for a campaign that runs smoothly from start to finish.

The new all-hands kickoff

You’ve probably had an all-hands kick-off before: one in which you gathered all of your agencies and gave them their marching orders. This is different. Instead of briefing your media, creative, and production agencies, you’re soliciting their expertise.

This briefing process may seem more open-ended, collaborative, and cyclical than the process you’re used to. Consider that involving your agencies in developing a collective digital brief changes the approach from: “here’s what I want you to do” to “here’s what I’m thinking, what are your thoughts?” It enables you to take advantage of the knowledge on your team and creates a stronger sense of investment from everyone involved.

Meet in person if possible and use this time to review project goals and start building the digital brief. We also encourage extensive whiteboard usage. Writing down all the data signals you gathered in Phase 1 can help everyone visualize the campaign map and generate ideas together.

When we worked with Royal Bank of Canada on their campaign for a premium credit card, the team successfully used the collaborative briefing meeting to bring together marketing, media buying, creative and data analysts. As a group, we discussed the brand’s overall goals for the campaign, the target audience, and the data signals that could be used to reach that audience. We also decided on the creative strategy that would be used for the campaign.

Check out phase two of “The Creative Process for programmatic: A guide for marketers” to learn more about RBC’s approach and how you can follow suit.

We’re also hosting a hangout on air on Tuesday, April 5th at 12pm ET, to discuss the research and provide some key takeaways from the guide. RSVP here.

Posted by Becky Chappell Product Marketing Manager, DoubleClick