Digital Marketing Guide by DoubleClick

What are the 5 phases for adopting a data-driven Mindset for a digital campaign?
1. Gather insights from all data sources
2. Collaborate on a digital brief
3. Design and Develop creative
4. QA, traffic and launch
5. Learn and optimize
How do you gather insights from all data sources?
Collect all the data available about your audience and their contextual signals. This will help you narrow down which user insights to apply to your campaign, and will inform the creative brief and ultimately determine messaging.
What is a Data Signal?
A data signal is information about your audience or their context that can influence your campaign.
Three types of data signals you can use:
1. Audience Signals
2. Media Signals
3. Enviromental Signals
Define Audience Signals and Give Examples:
Information about the types of people you’re trying to target.
Demographics (Gender, Age)
Website analytics (Previous pages visited, abandoned shopping cart)
Define Media Signals and Give Examples:
Information about the content your user is looking at where your message might appear.
Keyword contextual targeting (“Travel deals”)
App category (Travel app)
Define Environmental Signals and Give Examples:
External factors that may influence the mindset of your users when they’re exposed to your marketing.
Device type and operating system (Desktop, Tablet, Smartphone Android vs IOS)
Location (Postal code)
Test with caution.
If you’re testing multiple creative variables, it’s essential to isolate which variables to test, and to not test too many at once. If you want to test different headlines, images, or functionality, you need to be able to identify which of these is actually driving an uplift in response. Even if you have sufficient resources, remember that testing too many variables may subject your campaign to human error and unreliable results. It’s better to
start small and scale up than to bite off more than you can chew.
Avoid “Big Brother” advertising.
Don’t make your audience targeting too micro. Creeping out prospective users with cyber-stalker behavior is a sure way to create a negative user experience. It also makes it much more difficult to obtain a statistically significant number of results.
Make the time.
If you plan to test dynamic creative, make sure you have enough time and media spend to test your creative variables with significance, apply the results, and test again. Your schedule should allow enough time for at least three rounds of optimization; more if you intend to test more variables.
A collective digital brief changes the approach from:
“here’s what I want you to do” to “here’s what I’m thinking, what are your thoughts?” It enables you to take advantage of the considerable expertise on your team, and creates a stronger sense of investment from everyone involved. During the creative briefing, encourage your team to actively begin to map the campaign on a whiteboard. Writing down all the data signals can help get everyone to generate ideas. It also ensures that nothing slips through the cracks.
Phase 2 Collaborate on a digital brief
Distribution of duties (brand)
• Provides campaign objectives, target audience
segmentation, and user insights
• Identifies the moments in which they want to
reach these audiences
• Identifies creative mandatories, including logos,
fonts, voice and tone
• Identifies KPIs
• Identifies chain of approvals for launch
Phase 2 Collaborate on a digital brief
Distribution of duties (media team)
• Identifies audience, media and environmental data signals that can be leveraged in media targeting
• Provides learnings from previous and/or similar campaigns
• Pulls inventory availability report based on targeting that will be used to determine which creative sizes and formats are required
• Provides media plan information including specs, site type and ad exchanges being used
• Outlines campaign duration
• Identifies brand safety metrics and aligns marketer KPIs to signals being used
Phase 2 Collaborate on a digital brief
Distribution of duties (Creative team)
• Identifies signals that will be leveraged as creative triggers
• Identifies creative elements that need to change over the duration of the campaign
• Provides visual identity and voice and tone guidelines
• Provides storytelling elements and emotional hook
Phase 2 Collaborate on a digital brief
Distribution of duties (production team)
• Identifies technical and creative considerations and concerns
• Assesses complexity to determine if delivery can be accomplished by building a few creative iterations or if it requires a more advanced dynamic set up
• Provides creative development timeline
six things that creatives need to keep in mind when designing data-driven campaigns:
1. think cross device
2. consider your resources
3. The more complex the campaign, the simpler the creative
4. Build dynamic/flexible templates
5. Identify which elements must be dynamic from the very beginning so you can iterate as you go
6. Apply a research/experiment mentality
Dynamic creative is composed of two primary pieces.
1. The creative template: provides the structure of the ad unit.
2. The dynamic content feed (Rumble Px for Mobile): which houses the creative assets that will get plugged into the creative template, as well as the logic that dictates which assets will be served to which viewers based on your data signals and campaign strategy. Using a feed to control your dynamic campaign strategy gives you maximum flexibility, allowing you to quickly and easily make changes to your creative on the fly.
Popular creative elements that make a campaign dynamic:
1. Copy (headlines, prices, CTAs)
2. Images (product, background, buttons)
3. Image Color
4. Exit URL
5. Font
6. Video
Phase 3 Design and Develop Creative
Distribution of Duties (brand)
• Approves dynamic feed content
(copy, images, etc)
• Reviews and approves final creative
• Provides licensing information for creative assets
Phase 3 Design and Develop Creative
Distribution of Duties (media team)
• Identifies reporting metrics needed for the creative
• Delivers creative and reporting naming conventions and final ad specs
• Inserts targeting logic/columns in the feed
Phase 3 Design and Develop Creative
Distribution of Duties (creative team)
• Ensures that all messaging and imagery is on-brand
• Provides existing imagery and assets to production team
• Provides copy/asset matrix
Phase 3 Design and Develop Creative
Distribution of Duties (production team)
• Reviews messaging matrix to ensure viability with dynamic templates
• Determines specs for dynamic copy and images (character counts and image sizes)
• Designs and develops all ad sizes in HTML5
• Inserts creative columns and assets into feed
• Ensures correct reporting metrics are coded into creative
Three steps to help ensure that the right data signals trigger the right creative for the right audiences.
1. Traffic Your Campaign:
Once your production agency has set up the dynamic creative feed, your media agency will traffic the campaign using an ad server or programmatic campaign management platform. They will also set up reporting, which is crucial for determining the success of your campaign. Make sure that your reporting strategy aligns with your KPIs and is set up to give you the information you need to help your team adjust the campaign for success.
2. Conduct a Cross-Team/Agency QA
3. Soft Launch
The soft launch is a key component of data-driven campaigns—and can help you save money and avoid embarrassing mistakes. When you first set your campaign live, run it for a couple days at a low daily budget (some experts recommend as little as $10 a day) to make sure everything works properly. Take the time to review how the creative looks in context and pull reports to ensure the correct metrics are tracking. Once you’ve evaluated your campaign in a real-world environment, you can ratchet up the daily budget to your desired spend.
Phase 4 QA, traffic and launch
Distribution of Duties (brand)
approves campaign to go live
Phase 4 QA, traffic and launch
Distribution of Duties (media team)
• Reviews campaign platforms to confirm that set-up is complete and optimal for measuring campaign KPIs
• Confirms the target live date
• Sets up scheduled reporting for
stakeholders
• Traffics creatives
Phase 4 QA, traffic and launch
Distribution of Duties (creative team)
• QA’s the creative fields in dynamic feed to confirm that content is rendering correctly
Phase 4 QA, traffic and launch
Distribution of Duties (production team)
• Creates previews of the creative and backup images
• Conducts full QA on creative units and creative sections of dynamic feed
• Approves QA from other agencies and submits final creative to trafficker at the media agency
5 best practices for testing:
1. Don’t wait until the campaign is over before beginning to optimize. You can start learning about halfway through the campaign—or even earlier, depending on volume—and optimize toward what’s working best.
2. Go beyond CTR and take all metrics into account. For example, you can look at reports for view-through conversions and cross-device conversions to help understand what’s driving your campaign’s success.
3. Make sure your data is reliable. Investigate any results that seem too good to be true—they could indicate click fraud. If you do run into issues, investigate where you’re buying your media and choose reliable media sources and exchanges.
4. If testing variants, be sure you achieve a significant sample size before making optimizations.
5. Once you’ve identified the best-performing audience segments, re-focus your campaign to address those segments only. You can also apply these audience learnings to other areas of your marketing mix, such as print and broadcast.
Phase 5 Learn and optimize
Distribution of Duties (production team)
• Troubleshoots and implements necessary revisions to the dynamic feed(s) and creatives
• Reviews reporting and provides input for optimizations
• Performs creative optimizations as necessary
Phase 5 Learn and optimize
Distribution of Duties (brand)
• Reviews reporting and provides input for optimizations
• Approves on-the-fly changes
Phase 5 Learn and optimize
Distribution of Duties (creative team)
• Reviews reporting and provides recommendations for creative optimization
Phase 5 Learn and optimize
Distribution of Duties (media team)
• Monitors campaign performance against defined KPIs
• Provides analytics reporting to brand and other agencies
• Provides media optimization recommendations
• Flags any issues negatively impacting campaign performance
• Consults creative and production agencies on creative optimization requirements
Data-driven marketing offers incredible opportunities:
1. to reach better qualified users in their decision-making moments
2. to gain insight into what makes them tick
3. to foster efficiency and effectiveness throughout the creative process
4. For creatives, it realizes the opportunity to deliver the creative proposition in the right context to relevant audiences, leading to more memorable creative.
5. For production teams, data-driven creative provides a more structured process and access to insights that can save time and create efficiencies even in campaigns that don’t rely on dynamic creative.
6. For media agencies, it means a greater breadth of services to offer clients, and the opportunity to interface more closely with creative and production agencies to ensure they always have the right creative and format available for the media buy.
7. The opportunities for brands are vast. Learnings from data-driven campaigns can inform brand strategy, content strategy, and marketing strategy; applied correctly, they can have long-ranging effects on how brands reach users.
In order to move forward, we need to…
move away from siloed and sequential team-to-team movement n campaigns, and instead to adopt a process that’s collaborative, iterative, and cyclical, not just in individual campaigns but in long-term marketing strategy.
Phase 1 Gather insights from all data sources
Distribution of Duties (creative team)
Provides creative insights relating to consumer behavior online or on mobile devices
Phase 1 Gather insights from all data sources
Distribution of Duties (brand)
• Defines high-level campaign objectives (such as sales, awareness and engagement)
• Determines sources for audience signals
• Identifies 1st-party data and insights to share with creative and media agency
Phase 1 Gather insights from all data sources
Distribution of Duties (production team)
• Provides insights on relevant content development to ensure there will be sufficient assets available for the insights identified
Phase 1 Gather insights from all data sources
Distribution of Duties (media team)
• Identifies potential sources of 3rd-party data
• Identifies potential contextual signals
Provides relevant previous campaign metrics