Mit der “Display & Video 360 Suite” der neuen Google Marketing Platform ermöglicht Google Kreativagenturen nicht nur den Zugang zu Data Driven Creativity, sondern erstmals auch den direkten Zugriff auf Signale und Zielgruppen.In diesem Workshop arbeiten Viktoria Schinkel und Patrick Völcker mit den Teilnehmern den kompletten Workflow einer datenbasierten, dynamischen Display Kampagne von der Entwicklung der Banner mit Google Web Designer bis hin zum programmatischen Targeting in DV360 durch, inklusive eines inspirierenden Ausblicks auf die technischen Möglichkeiten, die DDC für Kreativagenturen in naher Zukunft bereithält.

1. Proprietary + Confidential
Data Driven
Advertising für
Kreative |
Proprietary + Confidential
Gregor Eßer &
Viktoria Schinkel

2. Google Confidential & ProprietaryConfidential & Proprietary
DDC Deep Dive - The Past & First Steps
Dynamic Workflow in Display & Video 360
Intro to Google Web Designer
DDC Deep Dive - Advanced
How to start & Next Steps, Q&A
AGENDA

3. Confidential & Proprietary
TEAM
Gregor Eßer
DV360 - Senior Technical Specialist
Viktoria Schinkel
DV360 - Technical Specialist

4. "To reach the right person at the
right moment with the right
message, advertisers need a
simple workflow to build
creatives at scale, target them
to the right consumer, and
optimize over time.
If programmatic buying is about
the right person, at the right
moment…the role of creative is
the ensure the right message is
shown to that person."
- Derek Dunfield, PM for Data Driven
Creative/Dynamic
What is data driven
creative (dynamic)?

5. Proprietary + Confidential
DDC in the past
Proprietary + Confidential

6. Confidential + Proprietary

7. Proprietary + Confidential
First Steps
(Basics) to DDC
Proprietary + Confidential

8. Confidential + Proprietary

9. Google | Audiences

10. Confidential + Proprietary

11. Awareness
Consideration
Evaluation
Purchase
Advocacy

12. Confidential + Proprietary

13. Confidential + Proprietary
Awareness
Consideration
Evaluation
Purchase
Advocacy

14. Confidential + Proprietary
Awareness
Consideration
Evaluation
Purchase
Advocacy

15. Confidential + Proprietary

16. Confidential + Proprietary

17. Noah, 27
Gold Coast, Australia

18. MASTER
EDIT
2 sec 6 sec 5 sec 7 sec
SCENE #1 SCENE #2 SCENE #3 SCENE #4

19. Morton, 31
Trondheim, Norway
Rachel, 24
Phoenix, USA
Noah, 27
Gold Coast, Australia

20. Proprietary + ConfidentialProprietary + Confidential
Dynamic Workflow in
Display & Video 360

21. Workshop Detail
Please log into: https://displayvideo.google.com
User: programmaticon@gmail.com
Password: programmaticon2018
Link to Assets: https://we.tl/t-cpkdOKMcr9

23. Proprietary + ConfidentialProprietary + Confidential
Types of DDC formats:
Panorama
The Panorama layout includes 3
frames of content that users can
swipe through to learn more about
your brand.
Supported dimensions
300 x 250 (Other sizes coming
soon!)
Full specs

24. Proprietary + ConfidentialProprietary + Confidential
Types of DDC formats:
Cue Card
The Cue Cards layout includes 3
frames of content that scroll down
to highlight key features of your
product or service.
Supported dimensions
300 x 250 (Other sizes coming
soon!)
Full specs

25. Proprietary + ConfidentialProprietary + Confidential
Types of DDC formats:
Blank Slate
The Blank Slate layout is a simple
image creative with a brand logo,
background image, headline,
description, and call-to-action
button.
Supported dimensions
300 x 250 (Other sizes coming
soon!)
Full specs

26. 15 min Break

27. Proprietary + ConfidentialProprietary + Confidential
Intro to
Google Web Designer

28. Proprietary + ConfidentialProprietary + Confidential
Types of DDC formats:
Custom formats
Build a dynamic layout in GWD

29. Confidential + Proprietary

30. Proprietary + Confidential
Advanced DDC
- unleash the full power
Proprietary + Confidential

31. Confidential + Proprietary
männlich

32. Confidential + Proprietary
1948 geboren

33. Confidential + Proprietary
2 Kinder

34. Confidential + Proprietary
Hundeliebhaber

35. Confidential + Proprietary
in England aufgewachsen

36. Confidential + Proprietary
2 x verheiratet

37. Confidential + Proprietary
Millionär

38. Confidential + Proprietary
Winterurlaub
in den Alpen

39. Confidential + Proprietary

40. Confidential + Proprietary
X000Y (X: 1 = DE, 2: IT, 3: UK)
(Y: 1 = Sport, 2 = Family, 3 = Eco Living)

41. Confidential + Proprietary

42. Proprietary + Confidential
Professional DDC
- unleash the fullest power
Proprietary + Confidential

43. Confidential + Proprietary

44. Proprietary + Confidential
Regular Traveller

45. Proprietary + Confidential
Insane DDC
- unleash the greatest &
fullest power
Proprietary + Confidential

47. Proprietary + Confidential
Flight
Utilization

48. Confidential + Proprietary
Proprietary + Confidential
SENTIMENT ANALYSIS

49. Confidential + Proprietary
Proprietary + Confidential

50. Confidential + Proprietary
Proprietary + Confidential
The way to advanced DDC
In
○ Out-of-the-box DDC for brand awareness
○ Built-in feed
○ Product remarketing via GMC
○ Build creatives efficiently
○ Simplify trafficking
In
○ Works with feeds for complex DDC
strategies
○ Open to connect external data and
schedule feeds
○ With great power, comes great
serviceability!

51. Proprietary + ConfidentialProprietary + Confidential
How to start?
ÜBERGROSS
denken KLEIN
anfangen LERNEN

52. PRODUCTI
ON
MARKETER
CREATIVE
AGENCY
MEDIA
AGENCY
At the beginning: ---> EVERYBODY <--- on board
ANALYTICS

53. © Google Confidential and Proprietary
Kollaboration
Brand
Align media & creative
agencies/teams
Enable data and
insights to be
actionable in
technology
Collaborative briefing
Strategists to increase
understanding of
programmatic to build
‘programmatic ready’
briefs
Collaborate with media
team on cycling data &
programmatic insight
into briefing process
Scenario based creative
messaging
Develop programmatic
friendly formats and
innovative formats like
native
Flexible creative
templates
Programmatic planning
and project
management
Increase collaboration
with creatives - give
access to targeting
strategy, insights, and
campaign reporting
Creative team Production team Media team

54. Proprietary + ConfidentialProprietary + Confidential
Q&A

55. Proprietary + Confidential
Thanks |
Proprietary + Confidential
Gregor Eßer &
Viktoria Schinkel