Thanks to all the data now at marketers' disposal, it is possible to create several thousand variations of ad units via versioning and sequencing, but at the end of the day all we're really seeing is an improved banner ad. As an industry, we need to change our mentality and stop separating creative from data, leveraging programmatic to do so. In this presentation from the 2015 IAB Ad Technology marketplace, learn how Beeby Clark+Meyler and ERA Real Estate worked with publishers to create a unique media-buying model based on consumer behavior.

1. @GoBCM | @ASmarterERA
PROGRAMMATIC:
The Glue That Binds Data and Creative
Lijo Joseph
Senior Director Performance Media
Chris Trick
Chief Marketing Officer
Presented by:
@GoBCM | @ASmarterERA

2. @GoBCM | @ASmarterERA
CHALLENGE
• Increase Brand
Awareness
• Drive Online
Leads to Local
Real Estate Agents
• Deliver Relevant
Messages To
Consumers

3. @GoBCM | @ASmarterERA
• Programmatically Buy Dynamic Display Ads Using 1st Party Data on Limited
Audience to ERA Website
SOLUTION

4. @GoBCM | @ASmarterERA
SOLUTION
• Scale the Audience by Targeting In-Market House Shoppers on Zillow

5. @GoBCM | @ASmarterERA
SOLUTION
• Dynamic, data-driven ads were created by incorporating real time search data
from Zillow. City and State queries were used to deliver relevant messages to
the right audience.

6. @GoBCM | @ASmarterERA
RESULTS