creativity in a programmatic world
TRANSCRIPT
Good morning :)
The presentation I’m not giving today…
ANAGRAM CASE STUDY
Programmatic Results — Anagram generates 1.5X return on ad spend Combining programmatic media and creative exceeded all benchmarks. • 565% increase in direct sales YOY • 85% lift to sales conversion rates on visits
from optimized creative • Beat Google CTR benchmarks by 1.2–2.8X
with the majority of creative/media combos • 1.5X return on ad spend
“This is a $500 product and we’re driving sales with display ads during summer,
historically our slowest season. I’m deeply impressed.”
—Russell Edens CEO and Co-Founder, OptiShot
Team & Technology
Client: OptiShot®Golf Lead Programmatic Agency: Anagram Creative Support Co-Agency: Detroit Branding Company Programmatic Media: MediaMath T1 Programmatic Creative: PaperG Creative Management Platform
Anagram.io | [email protected]
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©Anagram 2015. All rights reserved.
Programmatic creative drives 565% increase in direct sales, 1.5X return on ad spend.
ANAGRAM CASE STUDY
Overview
Optishot is the industry leader in at-home golf simulation, enabling anyone to practice and play golf in the comfort of their home. To bolster their direct to customer e-commerce business, Optishot engaged Anagram, an agency specialized in programmatic advertising.
Goal
Achieve a superior direct sales ROI from programmatic advertising.
Strategy
Anagram launched a targeted display ad campaign using their Programmatic Throughout approach: an always-on programmatic campaign with continual optimization of both the media plan as well as the messaging and creative.
Anagram.io | [email protected]
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©Anagram 2015. All rights reserved.
Challenge To maximize ROI, Anagram organized campaigns around four themes: • Accessibility • Time & Convenience • Weather & Environment • Quality & Value Four different messaging approaches were explored within each theme. These theme/approach combinations targeted 37 audience segments. For example, business travelers who love golf were targeted with a message about convenience. Value shoppers who frequently play golf saw creative about Optishot’s quality and value. To activate the data for the greatest impact, hundreds of creatives were produced, tested, and optimized on a monthly basis.
A playbook for programmatic creativity
Not “the” playbook. Just “a” playbook.
Everything will be programmatic. Creative has been an afterthought. This is a big opportunity.
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People don’t see algorithms. People see ads.
What would you say if you knew who you were talking to?
Versions and Sequence
Make more stuff
Using data to make ads people want to see
Feelings vs. Facts
“Nothing is so powerful as an insight into human nature.”
Bill Bernbach
Fit
R E A L, Inc.R E A L, Inc. Making meaningful discoveries for your customers
Product Character Strengths
Customer Character Strengths
Real.org
Always say the next right thing
If/Then and the DMP
Building a Learning Machine
Learning Agenda
W 24-34 W 35-54
PLAY
MAKE
FLOW
Standard Campaign
Format 1: FB Photo post
Format 2: FB Carousel post
What do we hope to learn?• What emotion/creative most
engages the W 24-34 target?
• What emotion/creative most engages the W 35-54 target?
• Across all creative and targets, what ad formats engage the most?
How are we testing this?
4x
4x
4x
4x
• 16 total ads • 4x emotional directions: play/make/flow/standard
• 2x ad formats photo/carousel posts
• 2x creative variations for each
• 2 rounds of optimization over one week• Double-down on 1K impressions leaders
• Double-down on 10K impression leaders
• Declare winners at 100K impressions
• Scale top performers to 2nd Gen creative across Video/Display/Native
Theme 1
Theme 2
Theme 3
Being right fast vs.
Being right in advance
Estimated Cost to Test• 16 total ads ($2,200 in fee)
• 5 hours to create
• 3 hours to build/flight
• 3 hour to monitor/optimize
• $200/hour
• Media Test cost ($2,860 estimate)• 16x ads at 1K impressions at $10 CPM ($160)
• 8x ads for additional 9K impressions $7.50 CPM ($540)
• 4x ads for additional 90K impressions at $6 CPM ($2,160)
• Scale Winners Media cost ($9,000 estimate)
• Scale winning 2x ads for 1MM impressions
• 2x ads for additional 900K impressions at $5 CPM ($9,000)
$540
$67.50
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$540
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$4,500
$4,500
1K imp 10K imp 100K imp 1M imp
“Blackjack”
Expansive Optimization
“We made a video called Weird Things All Couples Do. It got a ton of shares, and we noticed by looking at the comments and shares that a lot of couples were sharing it with each other. Now we’ve done a number of follow-ups. We did Weird Things All Couples Fight About. Then we did Weird Things Couples Do On Date Night. We have a number of follow-ups in the works about being best friends, siblings, cousins.”
Andrew Gauthier, BuzzFeed
A.
B.
C.
D.
E.
F.
D1.
D2.
D3.
T1. T2. T3. T4.
The (probably) scientific case for full stack creativity
