The creative process for programmatic: A toolkit for creative agencies
June 16th, 2016 | Published in Google DoubleClick
Programmatic advertising accounts for 67% of all digital display ad sales1. When you consider that data-driven creative is the creative powerhouse behind programmatic, and that 70% of a media campaign’s performance hinges on the creative2, it’s clear that knowing how to build data-driven creative is a must for any agency with an eye toward the future.
As important as data-driven creative is, adopting is easier said than done. That’s why we put together a set of resources to help marketers, media agencies, creative agencies and production teams understand how to connect the dots between data and creative, to build more effective campaigns. We launched our first piece, a guide for marketers, back in March, along with an infographic to illustrate the process.
Today, we’re excited to launch a toolkit for creative and production teams, to help you understand how data can fit into your creative process.
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Posted by Becky Chappell Product Marketing Manager, DoubleClick |
1 eMarketer, 2015
2 Internal data, Google Media campaigns, October 2015