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Crossing the Creepy Line

Katie Erbs DoubleClick Branding & Creative Solutions, EMEA USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

Advertising has always been about storytelling Know your audience, tell your story in the right context

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Pre & post data analysis is not a new concept

The focus group is a way to gain qualitative feedback, but it’s only a sample of your assumed target audience.

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TheToday’sBut once promise you opportunity are there, ofishow theprogrammatic do ability you haveto reach anto date the hasright beenperson,impact? the in ability the right to reach moment, the right personwith the at right the rightmessage moment

Google Confidential & Proprietary 4 For creatives...

animates

Today’s data is a real time focus group of all target consumers

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How much is too much?

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The Creepy Line

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Personal greeting in my favorite A news site The last destination shopping app with serves me a I searched is saved personalised political ad saying on a booking site recommendations ‘Katie, vote Trump!’ for my size

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Figuring out a teen is pregnant before her father does!

Purchase behaviour patterns used to assign ‘Pregnancy Prediction Score’ to customers.

Relevant offers can then be targeted to very specific stages of pregnancy. USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

Axe Remakes Story of Romeo 100,000 Times

Of 11 scenes in the trailer, six can vary according to the viewer's profile.

Artsy, Roots, Fresh & Natural Customisation in the trailers ranges from subtle to extensive, with a range of music, sexual and romantic content

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Real-Time Marketing at the Oscars: Backstage

Before the winners made it to the stage to accept their awards, ads about the films were in the hands of fans. Click-through rates for the real-time ads were 19% higher than for the control ads

+59% searches for movies

Google Confidential & Proprietary 12 COUCH SURFING BANNER Aligning with key television moments

Second screen experience that syncs Google app ads

with key television moments.

Providing contextual and relevant information inspired by the shows our audience is watching.

Syncing in-app ads to actual TV content 1. Tap 2. Expand 3. Download

Contextualized during TV moments Couch Surfer Banner: Your home

1. Tap 2. Expand USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

What separates greatness from creepiness

Who Know your audience

Understand both context & Where place in the consumer journey

What Deliver the right message

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To create the right message, consider the full consumer journey

Awareness What do you want them to (See) think or do in each phase?

Consideration What are the best moments (Think) to engage? Purchase (Do) How can you drive consumers through the funnel? Advocacy (Care)

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“Whiteboarding” your strategy

Awareness Completes Show sequential Show a video (See) video message

Search ad, Consideration Visits Remarket with display ad on site customised message (Think) related content

Remarket Purchase Reminder/ Purchases (Do) incentive with offer for repeat purchase

Advocacy Provide utility Writes (Care) & reward review

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“Whiteboarding” your strategy: Don’t forget device behavior!

Watches video on mobile

Awareness Completes Show sequential Show a video (See) video message Researches on tablet during the day Search ad, Consideration Visits Remarket with display ad on site customised message (Think) related content Books on tablet at night Remarket Purchase Reminder/ Purchases (Do) incentive with offer for repeat purchase Writes a review on mobile phone Advocacy Provide utility Writes (Care) & reward review

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Creativity in the data

1: Build awareness (targeted video)

2: Retarget relevant interest banners

3: Visits responsive landing page

4: Retarget relevant performance banners

5: Drive conversions

6: Retarget with how-to video

7: Invite to write review

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How do I execute (non-creepy) data-driven creative?

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We conducted research to understand how marketers can better execute data-driven creative campaigns

Brands and media agencies

We built advanced dynamic creative campaigns using audience, environment and media data signals to inform the creative strategies

HTML5 creatives developed for all screens

Our partners

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Research findings: Three key mindshifts for marketers to improve the data-driven creative process:

Improve data Give creatives Drive a collaborative literacy access to data process

Understand all the data that Work with both your media & Drive a collaborative, agile is available and select the creative teams to develop campaign process that right data signals for your sound creative strategies that involves all vendors and message are informed by data and give agencies throughout, as creatives access to the data opposed to the sequential, from the beginning siloed process of today

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March 10th

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Creepy Line

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