Programmatic buying coupled with data-driven creative can deliver more effective digital advertising campaigns. But connecting the dots between the data and the creative can be a challenge. Here we break down how to do it successfully.
Brand marketers know more than anyone that effective creative is equal parts data and emotion. When it comes to display creative, programmatic buying brings a lot more data into that equation. Knowing what to do with that data can be easy to grasp in theory, but perhaps more challenging to put into practice, especially when no single agency or partner has the full picture. To understand what it takes to employ a truly data-driven creative strategy, DoubleClick partnered with several global brands, digital creative studio Fancy Pants Group, and the management consulting company Accenture.
The aim was to conduct a collaborative, programmatic experiment through a series of data-driven ad campaigns. By tackling real brand campaigns with a variety of data insights at the ready, we learned how the campaign development process has to change to get to smarter, data-driven creative.
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