PROGRAMMATIC CREATIVE

Assuming you have worked the right target and the right context how do you deliver the right message that’s exactly relevant to the consumer and that has a higher certainity of converting ?
 
Given that achieving relevance in a mass precision setting is a complex task the following steps can help :
 
1. Segment Understanding : The inputs into creating programmatic creative start with an understanding of the consumer segments that will be targetted and their specific behavior/ desired behavior changes. Understanding their consumer journeys and the inherent opportunities for behavior change within each episode of the journey becomes the opportunity statement that creatives are trying to solve for. The different journeys and triggers per segment creates the first level of personalisation.
2. Context of the Segment / Targetting : Context creates the second level of personalisation. Context is information regarding the platform, time, device, location, weather and editorial environement in which the creative will interact with consumers. Especially, understanding the unique platform specific interactions and preferences of users is key in improving relevance.
3. UX : The third and sometime the most important level of personalisation is with the UX design of the creative and its possible iterations based on A/B Testing and optimisation. This includes technical considerations like image compression, kight-weight animation and reducing custom fonts. Reduction in load time is a parallel goal for optimal UX.
 
A few examples to showcase the simplicity of the creative solutions within programmatic :
 
1. The Economist – Personalised Display : As The Economist looked to add new subscribers it wanted to target people who wanted more value / analysis when reading the news.  First it chose content that was most popular with its current user base and understood the context of the article related to the user profile. Second it targetted news websites based whose context was similar to the ones preferred by its loyal consumers. Third, to create relevance it created witty and humorous content and placed it next to the relevant news articles (always linking its page context to user profile). The campaign saw The Economist increase prospects by 650, 000 and an ROI of 10:1.
 
2. O2 Refresh – Personalised Video: The goal was to increase conversion for 02’s latest refresh campaign amongst the 3 segments of early adopters, out of contract and users with upcoming contract expiration. It used data (device, location) in order to effectively target its segments with personally relevant messages (recycle value for their current device + upgrade options + popular preferences of users like them + store locators). O2 recycled its TV ads to digital to benefit from precision targetting and developed programmatic creative to help them achieve significantly higher results (CTR increased by 128%).

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