programmatic_creative_report

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What’s real. What’s next. Figure 5: Cost of Creative Development Source: CPXi / AdReady, 2013 WHEN CREATIVE DEVELOPMENT COSTS ARE TAKEN INTO ACCOUNT, CAMPAIGN COSTS SKYROCKET, LEADING TO LOWER RETURN COMPETITION: Leveraging “Just In Time” Inventory A second reason that many advertisers limit themselves within a programmatic environment is because they do not have the flexibility to respond to market or competitive forces at the moment that they arise. It is often too expensive or time consuming to produce effective creative, so advertisers miss out on opportunities. Borrowing from proven manufacturing processes, Programmatic Creative brings “Just In Time” inventory to the creative market. By leveraging automation technology, advertisers can develop a variety of creative assets and instantaneously change messaging and offers to respond to last-minute advertising needs. This benefit is particularly advantageous in industries with a limited, timesensitive offer, such as the airline industry, hospitality, and sports and entertainment. Now, when advertisers have unsold inventory, or when a competitor deploys a last-minute discount campaign, they can make creative adjustments in real time. © 2014 CPXi 7
What’s real. What’s next. Travel Advertiser Case Study CHALLENGE: A national airline had a tight marketing budget but wanted to reach an increasing number of markets while providing unique creative offers to highly-targeted groups. It needed an affordable, easy-to-use, comprehensive system to manage its display advertising programs. APPROACH: The company used a programmatic creative solution to quickly and easily set up hundreds of localized ads in a wide variety of sizes and formats. Instead of weeks, campaign development took just minutes. RESULTS: With programmatic creative, the airline increased its ROI by 125%. It also experienced improvements in CPM, CPA, and ROAS. Additionally, the solution was significantly less expensive than the company had paid for comparable services in the past. COVERAGE: Achieve Full Scale and Reach Once an advertiser has the necessary creative assets, they need to work within an environment that can combine these creative pieces with programmatic media. By deploying only minimum standard units, advertisers lose access over 3.5 billion impressions monthly (see Figure 6), all while paying more for each impression. We have also found that in campaigns employing programmatic creative have seen increases in scale more than 10 times what the general population experiences. Figure 6: Impression Volume by Unit Size Source: AppNexus, Global, December 2013 THE THREE MOST COMMON DISPLAY SIZES ACCOUNT FOR OVER 130 BILLION IMPRESSIONS, BUT THIS STILL LEAVES AT LEAST 3.5 BILLION IMPRESSIONS ON THE TABLE WITH OTHER SIZES © 2014 CPXi 8
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