programmatic display: 5 creative optimization tactics to drive display performance
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PROGRAMMATICDISPLAY:5 Creative OptimizationTactics To DriveDisplay Performance
Melody YanMarketing, Thunder www.makethunder .com
Over two-thirds of all digitaldisplay advertising is expected tobe purchased programmaticallythis year.
eMarketer, 2016
1C U S T O M I Z EC R E A T I V E S T OS E G M E N T S
Personalized ads are 54%more engaging and 45%more memorable comparedto generalized creative.
-Yahoo, 2014
2O P T I M I Z E
T H R O U G H T H EA D S E R V E R / D S P
Track
Optimize
Learn in-flight
Decide whichcreative to show
3S P L I T T E S TA D C R E A T I V E S
Test messaging, images,call-to-actions, and colors
Leverage testing to learnmore about your audience
Incorporate findings intoactive and future campaigns
4R E F R E S H A N D
R O T A T EC R E A T I V E S
Sales decline after 40impressions served
Seasonality, new productlaunches, visuals, andexclusive promotions
Refresh ad creatives every14-90 days
5D O N ' T S E T I TA N D F O R G E T I T
Analyze and adjustthroughout the campaign
Keep an eye on any trendsin the performance
Reinvigorate the campaignif performance declines
Thunder Creative Management Platform enables publishers, agencies andadvertisers to match display ad creative executions to the increasing varietyof targeting segments and ad formats.
Learn more about Thunder at: www.makethunder.com
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