Creative Packs Guide

What are Creative Packs?

Creative Packs are similar to a regular digital display ad but with different versions created to target different conditions or audiences.

The different types of Creative Packs

AUDIENCE BASED

Lets say a Ford motor dealer wants to promote vans, family 4x4s and first time buyer cars. Whilst the tradespeople get the Ford Transit message, Mums and Dads view the Kuga ad, and the young drivers see the cheap-to-insure Ford Ka. Three different messages – all from the same campaign to create far more value for the advertiser. On each campaign another version will be created called the ‘Default’ – you will see this if you do not fall into any of the audience groups.

CONDITION BASED

Weather
Messages are served based on conditions, like sunny, snow, wind and rain. Think about how many of your client’s customers react to weather. From ‘now serving Pimms on the terrace’ to ‘Got your snow tyres sorted?’ to ‘fence repairs – get a quote’ there are hundreds of ways weather impacts the way we buy.

Time
Customers select a time range for their ad to appear: ‘It’s Happy Hour, two for one right now’ etc

Location
Customers select a postcode range and anyone within that area sees the ad

Audience Based Campaign

Powered through Dynamic Creative Optimisation (DCO), your advertising message and creative will be tailored to the audience viewing the ad for greater relevance. A message that is more relevant will have a stronger resonation to build awareness, increasing likelihood of brand recognition as the audience progress through the sales funnel.

Using our wide range of audience data, your campaign can be optimised so the creative is personalised to the reader. This personalisation could be a separate creative, different image or message for each audience. With audiences available ranging from property to tourism, you can select up to 4 audiences to tailor your advertising to your prospective customer base.

Time Based Campaign

Powered through Dynamic Creative Optimisation (DCO), your advertising message and creative will be tailored to the audience viewing the ad for greater relevance. A message that is more relevant will have a stronger resonation to build awareness, increasing likelihood of brand recognition as the audience progress through the sales funnel.

Through Creative Packs, your campaign can be optimised so the creative is personalised to the reader based on different times throughout the day, days of the week or a specific date. This personalisation could be a separate creative, different image or message for the time criteria established. Selecting up to 4 time elements for your campaign, your ads will be tailored to your prospective customer base for greater relevance.

Weather Based Campaign

Powered through Dynamic Creative Optimisation (DCO), your advertising message and creative will be tailored to the audience viewing the ad for greater relevance. A message that is more relevant will have a stronger resonation to build awareness, increasing likelihood of brand recognition as the audience progress through the sales funnel.

Through Creative Packs, your campaign can be optimised so the creative is personalised to the reader based on the weather conditions in the current location of the reader. This personalisation could be a separate creative, different image or message for the weather criteria established. With weather conditions available ranging from sunny to fog, you can select up to 4 to tailor your advertising to your prospective customer base.

Location Based Campaign

Powered through Dynamic Creative Optimisation (DCO), your advertising message and creative will be tailored to the audience viewing the ad for greater relevance. A message that is more relevant will have a stronger resonation to build awareness, increasing likelihood of brand recognition as the audience progress through the sales funnel.

Through Creative Packs, your campaign can be optimised so the creative is personalised to the reader based on their current location. This personalisation could be a separate creative, different image or message for each location. Selecting up to 4 creative locations for your campaign, your ads will be tailored to your prospective customer base for greater relevance.

What else do I need to know?

1

Only one method of targeting should be picked, so the advertiser will need to pick for the campaign to be audience OR weather OR time OR location based

2

Each creative can have its own link URL. In most cases this would be preferable because you are attracting different customers for different reasons.

3

The advertiser can provide their own images or, if you describe what image is required, the designer will find something suitable.

FAQs

What's the price?

Creative Packs are an add-on cost of just £150 per campaign (exc VAT)

How do I book?

Through OBA. There’s a booking guide on Tech Mentor.

What about collateral?

Check the Sales Toolkit or click the link below

Can you help me understand more of the features and benefits?

Yes. There is a module on Archant Learn.

Can a customer book BOTH audience and trigger within the same campaign?

It is only possible to book audience or trigger, not both.

Useful Links

Tech Mentor

Sales Collateral

Archant Learn

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