Ahead of ATS Singapore 2022, Travis Teo, executive director and co-founder of Adzymic, explains how creativity can guide advertisers through the retirement of third-party cookies, analyzing different aspects of creativity in advertising technology to explain how marketers they can use them to carry out successful campaigns.
In recent years, the ad technology industry has had a mad rush, trying to find workarounds to defuse the time bomb that 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 integrate. While it is critical for the industry to address the impending change, it is also important to step back and consider another important aspect of the overall marketing strategy: creative technology.
A 2017 Nielsen study found that creative messaging has one of the biggest impacts on sales, yet we are still seeing few innovations around creative technology within the programmatic space. By understanding the different aspects of creative technology, marketers can successfully leverage them for campaigns.
Digital Asset Management (DAM) platforms have been the go-to solution for global brands to manage digital assets and distribute them across different marketing teams. However, resources often require further redevelopment at the local level, creating an additional strain on resources. Today, the Creative Management Platform is the advanced solution that allows brands to build standard models for multi-channel digital assets according to corporate digital guidelines and then distribute them to different teams. Such templates can be used many times to generate new banner sets for different campaigns, with only changes to the image and copy combinations. The benefits of this include streamlining creative adaptation and localization processes, enabling brand governance globally and, most importantly, saving time and costs.
Scaling creativity is probably the most mundane and low-value job for creative teams. With multiple banner size requirements to fit display, social and partner sites and proprietary channels, overlaid with creative release requirements, a simple three-way creative plan for a weekend sales event can easily turn into a logistical nightmare.. With creative automation technology, a master template can be quickly adapted in different sizes and using website information, product feed or external API data (weather, stock prices, sports scores) to populate banners with various combinations of text and images. Another trend we’re seeing is the application of AI in creative development: Advances in GPT-3 have made human-like copywriting possible, while AI-powered video creation is also gaining momentum. We anticipate this will be an exciting space to watch in the near future.
One of the most common applications of creative personalization is in ecommerce to redirect consumers with products they have considered, but haven’t bought. With the disappearance of third-party cookies, it appears that this remarketing capability will take a hit, but new solutions for personalization have emerged, such as using Turtledove at the product level, topics under the Google Privacy Sandbox initiative. , proprietary data and content categorization use. We have also found great success for brands that leverage other data indicators such as location, time of day, day of the week to develop more contextually relevant creative variations.
Testing, measuring and optimizing creativity
A recent study by DVJ Insights revealed that over 50% of marketers don’t test their ads before launch. With limited time-to-market and resources, those efforts typically remain in the background due to the extra time and effort required to manually test and measure different elements within ads. A creative test platform will help streamline the testing, measurement and optimization process. The platform can conduct A / B variant tests or test different creative elements using the multivariate approach and measure different metrics, such as engagement, clicks, brand impact. With machine learning algorithms like Multi-Armed Bandits, both testing and optimization (Explore vs. Exploit) can occur simultaneously, greatly reducing the length of testing periods and wasted impressions.
Rich Media execution
In 1987 there were two major computer advances: MS Dos 3.3 was released and the GIF file was invented. As we celebrate 35 years of these inventions, it’s surprising that the GIF format is still widely used today in display banners. On the other hand, social media platforms have continually rolled out new and innovative formats, some of which are pouring into programmatic view. Innovative creative executions like Social Display, Conversational Ads, Surveys, Interactive Videos, Shoppable Ads, and Lead Gen Ads are just some of the rich media formats that have made their way into display inventory. Display banner 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 21-22 September at the Parkroyal Collection Marina Bay. Tickets and more information are available through the ATS Singapore 2022 Event Hubs.