1. The Power of Automated Creative
Design and Testing
April 21, 2011
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2. TODAY’S CONVERSATION
The Creative Challenge
Creative Automation
Scalable Creative Versioning
Case Studies
Best Practices
C-Tool Step-by-Step
Template Building
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3. BECOME DISPLAY SMART
Build great creative
Target each segment/offer
Test all types
Optimize of targeting
Continually
Automate &
Bid “Smart” Access as much
inventory as possible

4. ADREADY CAN HELP
CREATIVE
AUTOMATION
TECHNOLOGY
CAMPAIGN AUTOMATED
REPORTS & MEDIA
OPTIMIZATION PLANNING
MEDIA
MEDIA
BUYING
BUYING
SYSTEM
SYSTEM
© 2011 AdReady, Inc. Confidential 4

5. THE CHALLENGE:

6. Challenge: CREATIVE IS TOO EXPENSIVE
Top 250 Advertiser Budget
$1,000,000
Your Budget
$15,000
80% of your budget is
Fixed Creative Costs 1.2% of theirs
$12,000
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7. Challenge: CREATIVE IS TOO EXPENSIVE
Top 250 Advertiser The rest of us
Monthly budget $1,000,000 $15,000
# audience segments 4 4
# offers (over a year) 4 4
Creative options/segment 3 3
Cost/creative set $3,000 $3,000
Creative costs as % of budget 1.2% 80%
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8. Solution: CREATIVE AUTOMATION
Library of ad
templates
Reduces creative development costs
When customized,
automatically saved in 7 IAB
standard sizes, .swf and .gif 8

9. Solution: SCALABLE CREATIVE VERSIONING
Template: from stock library
or customized per spec
(Unlimited)
Themes:
(unlimited)
Dimensions:
(7)
OUTPUT
Files:
(14)
7-swf 7-gif
7-swf 7-gif
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10. Solution: TEMPLATE FLEXIBILITY
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11. Anatomy of a Display Creative
Fares to Fall Sale
Southern California
$44
as low as
each way
© 2009 AdReady, Inc. Confidential 11

12. Case Study: COPY TESTING
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

13. Case Study: PERFORMANCE OPTIMIZATIONS
3 ad themes paused
4 ad sizes paused
2 ad themes added,1 paused. All under-performing ads
are paused.
© 2009 AdReady, Inc. Confidential 13

14. 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

15. Test: WHICH AD PERFORMED THE BEST?
THE BEST PERFORMING CREATIVE
HAD A CLICKTHROUGH RATE
MORE THAN
5X
THAN THE WORST PERFORMER
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