Ben Kartzman

1. PERSONALIZED MESSAGING
AT SCALE
presented by
BEN KARTZMAN
SPONGECELL CEO

2. R I G H T P E R S ON, R I G H T T I M E , R I G H T E NV I R ONM E NT …
R IG H T M ES S A G E?
THE POWER OF PERSONALIZATION
Dynamic (data-driven) creative delivers
campaigns that are more relevant, perform
better, and offer greater insight.

3. WE’RE LIVING IN THE
ERA OF THE INDIVIDUAL.

4. Consumers value personalized experiences.
eMarketer, May 2016
46%
10%
19%
25%
SPECIAL TREATMENT
Makes me feel like I’m
getting special treatment
EASIER SEARCHING & SHOPPING
Makes online searching &
shopping faster and easier
DISCOVER NEW PRODUCTS
A way to discover new products that they
may not have otherwise learned about
MORE RELEVANT
Reduces irrelevant
advertising
PRIMARY BENEFITS OF
PERSONALIZED ADVERTISING
According to US Internet Users

5. Marketers believe in personalized experiences.
DataXu, 2016 eMarketer, September 2016
WHAT SKILLS ARE BECOMING INCREASINGLY IMPORTANT
FOR SUCCESSFUL SENIOR MARKETERS IN THE US?
95% OF MARKETERS EXPECT DATA-DRIVEN
MARKETING TO POSITIVELY IMPACT REVENUE
% of respondents
Being Data
Literate 65%
Understanding
Digital Media 72%
Creativity 79%

6. Machine learning and automation are making this possible.
DSPs DMPs DCPs
Purchase inventory
and target audiences
through automation
DEMAND SIDE PLATFORMS
DATA
MANAGAMENT PLATFORMS
DYNAMIC CREATIVE
PLATFORMS
Collect and group
audience segments to
target specific users
Deliver the most
relevant creative message
to every individual

7. MARKETERS WHO EVOLVE
WILL WIN.

8. Marketers who evolve will win.
T H O S E WH O D O
Know that creative is a critical driver
of marketing performance
Leverage data to strengthen
relationships with customers
Collaborate across teams
and marketing channels
Spend time on creativity, strategic
planning and experimentation
T H O S E WH O D O N ’T
Focus on media optimization and
leave creative as an afterthought
Show the same limited messaging
to everyone in every context
Work in silos
Spend time on tedious,
low value tasks

9. THE FUTURE IS
DYNAMIC CREATIVE.

10. Easily bring more
ideas to life.
Focus on
high-value work.
Reach customers in a
more relevant and
personal way.
L OOK I NG F OR W AR D

11. Run cross-channel,
always-on
campaigns.
See what’s
happening in near
real time and adapt.
Creative and
media teams
work together.
Magnify the impact of
media buys to increase
ROI for the brand.
L OOK I NG F OR W AR D

12. D AT A T O D R I V E R E L E V ANC E
DEMO DEMO DEMO
WEATHER
DEMO
DATE / DAY OF WEEK LOCATION TIME OF DAY

13. D AT A T O D R I V E R E L E V ANC E
DEMO DEMO
ENGAGEMENT
RETARGETING
SEQUENTIAL
MESSAGING
SITE
RETARGETING
PRODUCT
RECOMMENDATIONS
1st AD 1st AD
2nd AD2nd AD

14. D AT A T O D R I V E R E L E V ANC E
DEMO DEMO
AUDIENCE
DEMO
MACRO TRAVEL E-CIRCULAR

15. Morning
Afternoon
Night
Career Focused
Budget Conscious
Party Girl
R I G H T C ONS U M E R , R I G H T M E S S AG E , R I G H T T I M E

16. C R OS S - F OR M AT P E R S ONAL I Z AT I ON
SMARTPHONE INTERSTITIAL
HTML5 DISPLAY
BILLBOARD
IN-STREAM VIDEO
SMARTPHONE EXPANDABLE

17. PUTTING DYNAMIC CREATIVE
INTO ACTION

18. T H R E E T E NE T S OF D Y NAM I C C R E AT I V E
1
MOST EFFICIENT
WORKFLOW
ACROSS PARTNERS
2
INCREASED CREATIVE
RELEVANCY
THROUGH DATA
3
OPTIMIZATION
THROUGH
STRONGANALYTICS

19. M AK E E V E R Y I M P R E S S I ON C OU NT
The average viewer
only looks at a banner for
2-3 SECONDS
MAXIMIZE YOUR IMPACT
PERSONALIZE with relevant
imagery, products, copy & offers
Keep it short and sweet with
just 5-10 WORDS of copy
Make the BRANDING CONSISTENT
across ever-present logo, colors & fonts

20. C OL L ABOR AT I ON
I S K E Y

21. CLIENT
SUCCESS

22. P E R S ONAL I Z E D C R E AT I V E D R I V E S R OI
46% MORE
WEBSITE TRAFFIC
in only 2 weeks
+46%7x
7X PROFIT GROWTH
for every marketing
dollar spent
67% MORE
CLICK-THROUGHS
than generic creative
+67%
17% PROFIT INCREASE
on tickets booked
+17%

23. Our work with

25. Tennessee Department ofTourism Development was in search of an
innovative storytelling approach to present its consumers with personalized
vacation plans specific to their interests and browsing history.
C AS E S T U D Y : C H AL L E NG E

26. Each video spot was designed to appeal to each consumer’s unique set of interests
by leveraging TDTD’s vast library of video clips featuring their famous attractions.
C AS E S T U D Y : S OL U T I ON

27. 46%
Personalized creative
drove a
Boost inTDTD’s web
traffic in 2 weeks
93%
Of ad viewers
surveyed
Plan to visitTennessee
within 12 months
Through these personalized video efforts to develop
video ad content for a specific user in real-time,
WEOUTPERFORMEDOUR ESTIMATEDVIDEOVIEW
BENCHMARK BY 4 MILLIONVIEWSAND MORETHAN
TRIPLEDOUR CLICKTHROUGH RATE, driving more traffic
toTNVacation.com than in past video campaigns.
—Megan Davey
VML, Associate Channel Director
“
”
The 2000+ personalized Spongecell video creatives were directly responsible
for major increases in web traffic and consumer intent to book a trip.
C AS E S T U D Y : R E S U L T S

28. Our work with

29. THE CHALLENGE
To leverage customer purchasing DATA and weekly
product OFFERS to drive customers into 2300 STORES
$645
$450
$700
$100
$159
+ +

30. Identify Consumer Information Pull In Product Information Compile Personalized Ad
THE SOLUTION
CORE dynamically personalizes
creative to each consumer in real time.
DYNAMIC
CREATIVE STUDIO
REAL-TIME
REPORTING
DECISION
ENGINE
DATA & CONTENT
INTEGRATION

31. DYNAMIC
CREATIVE STUDIO
REAL-TIME
REPORTING
DECISION
ENGINE
DATA & CONTENT
INTEGRATION
7x Profit growth for every
marketing dollar spent
THE RESULT
CORE downloads and places
thousands of assets per second.

32. DYNAMIC
CREATIVE STUDIO
REAL-TIME
REPORTING
DECISION
ENGINE
DATA & CONTENT
INTEGRATION
MONDAY WEDNESDAY FRIDAY
FOR IMPULSE PURCHASES
Show relevant grocery products
based on the day of week.

33. THANK YOU

34. A C R E AT I V E - F I R S T P L AT F OR M
CREATIVE
AUTO-
OPTIMIZATION
DATA FEEDS
& CONTENT
INTEGRATION
DECISION
ENGINE
RETARGETING
SOLUTIONS
DYNAMIC
CREATIVE STUDIO
REAL-TIME
REPORTING
PLATFORMDATA DISTRIBUTION