The Power of Automated Creative

Design and Testing

April 21, 2011

1

TODAY’S CONVERSATION

The Creative Challenge

Creative Automation

Scalable Creative Versioning

Case Studies

Best Practices

C-Tool Step-by-Step

Template Building

2

Build great creative

Target each segment/offer

Test all types

of targeting

Automate &

Bid “Smart”

Optimize

Continually

Access as much inventory as possible

BECOME DISPLAY SMART

© 2011 AdReady, Inc. Confidential

AUTOMATED

MEDIA

PLANNING

MEDIA

BUYING

SYSTEM

CAMPAIGN

REPORTS &

OPTIMIZATION

CREATIVE

AUTOMATION

TECHNOLOGY

MEDIA

BUYING

SYSTEM

4

ADREADY CAN HELP

THE CHALLENGE:

Top 250 Advertiser Budget

$1,000,000

Your Budget

$15,000

Fixed Creative Costs

$12,000

80% of your budget is

1.2% of theirs

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Challenge: CREATIVE IS TOO EXPENSIVE

Monthly budget

# audience segments

# offers (over a year)

Creative options/segment

Cost/creative set

Creative costs as % of budget

Top 250 AdvertiserTop 250 Advertiser The rest of usThe rest of us

$1,000,000

4

4

3

$3,000

1.2%

$15,000

4

4

3

$3,000

80%

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Challenge: CREATIVE IS TOO EXPENSIVE

Solution: CREATIVE AUTOMATION

Reduces creative development costs

Library of ad

templates

When customized,

automatically saved in 7 IAB

standard sizes, .swf and .gif 8

Template: from stock library

or customized per spec

(Unlimited)

Dimensions:

(7)

Files:

(14)

OUTPUT

7-swf 7-gif7-swf 7-gif

Themes:

(unlimited)

9

Solution: SCALABLE CREATIVE VERSIONING

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Solution: TEMPLATE FLEXIBILITY

Anatomy of a Display Creative

11© 2009 AdReady, Inc. Confidential

Fall SaleFares to

Southern CaliforniaSouthern CaliforniaSouthern CaliforniaSouthern Californiaas low as

$44each way

Atlantis Resorts targeted Florida

� Goal of the campaign was to get users to their resort

� Used the same copy in 4 different pieces of creative

• COPY: “2 nights from $159, includes over $650 in

experiences free!”

• Out of the 4 themes that were created the one that

performed best was the ad that actually had that copy

in the last frame

Case Study: COPY TESTING

© 2009 AdReady, Inc. Confidential 13

3 ad themes paused4 ad sizes paused

2 ad themes added,1 paused.All under-performing ads are paused.

Case Study: PERFORMANCE OPTIMIZATIONS

Creative Best Practices

1. Make sure messaging is simple and to the point.

2. Use a prominent call to action!

3. Creative should be similar look and feel to your

landing page.

4. Test all ad sizes available per ad theme.

5. Test multiple ad themes if possible.

6. Begin with a minimum of three to five completely

unique ad themes, more if possible.

7. Test ad themes side by side.

8. Testing is never complete.

© 2010 AdReady, Inc. Confidential 14

THE BEST PERFORMING CREATIVE HAD A CLICKTHROUGH RATE

MORE THAN

5X

THAN THE WORST PERFORMER

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Test: WHICH AD PERFORMED THE BEST?