the art & science of personalized ad experiences...companies to solve the problem of annoying...

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The Art & Science of Personalized Ad Experiences Justin Merickel | Vice President, Adobe Advertising Cloud

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.3

The goal of Hamilton’s Mathematics Department is to provide all students with opportunities

to hone logical thinking and statistical reasoning skills, while offering concentrators an

understanding of fundamental areas of pure and applied mathematics and what constitutes

legitimate, rigorous argument through the analysis and construction of written proofs.


1 | The implication of lost creativity

2 | Lesson’s learned by MGM to nurture creativity/ personalization

3 | Adobe’s view of the future of creative

Agenda


Companies that perform well on the Award Creativity Score tend to outperform on financial metrics.

1 Using only companies with creativity score >0, combining the two middle quartilesSource: Team Analysis

32

5967

BOTTOM MID TOP

Quartiles1

Organic Revenue Growth

Likelihood that creativity score quartile has above-average

financial performance %

MCKINSEY & CO REPORT, 2017


…the basic principles we started on have gotten lost. We’re over-optimized

for direct response.“

”Andrew AnkerHOTWIREDRan the first banner ad


1994 NOW

creative (de)generation25 YEARS OF


Marc PritchardGLOBAL BRAND BUILDING OFFICERPROCTER & GAMBLE CO.

Bottom line, it is time for marketers and tech companies to solve the problem of annoying ads and make the ad experience better for consumers.

“”


Jason M. PetersonCO-CHAIRMAN & CHIEF CREATIVE OFFICERHAVAS MEDIA

You've never clicked on a banner ad, because you have an IQ. And that's our

main advertising vehicle? That is ****** up as an industry. That's not why I got into this.

“”


78%consumers

wantpersonalized ads

28%consumers think they are tailored correctly

only

+ 30%rise in

ad blocking

- 7%drop in

consumer receptivity

- 5%drop in

trust in media

- 55%decrease in

customer loyalty


What prevents us from improving?Too focused on ROI?

Too enamored with the original idea?


MarketerTHE

Our customers are not responding to our creatives!

We are going to personalize the creatives for them based on their site activity, where they are in their buying journey, or

based on their interests…

Give customers what they want!

“

”


DesignerTHE

20 products,

7 promo offers,

7 different geos,

3 stages before conversation

840 creative variations!

I better get started!

“

”


Bad process leads to bad ads

Compromised ad quality

Multiple cycles

Wasted time & budget

Bad customer experience

Marketing team sends campaign requirements to design team

Marketing provides feedback

Launch because you have to

Edits based on new campaign

Design team makes edits

Design team works on assets. Sends to Marketing team for

feedback


D e s ig ne rTHE

M ar k e te rTHE

Con sumerTHE

No one is happy.


1We’re Over-

Indexed on Direct Response

2Increase Content Velocity to

Improve the Creative Experience

3Connect the Creative and

Marketer to Improve Content Velocity


BE PART OF THE SHOWDecember

2016MGM RESORTS INTERNATIONAL

January 2017

BE PART OF THE SHOWDecember

2016Personalizing Creative with Data


MGM RESORTS PLANS AND EXECUTES MARKETING CAMPAIGNS

ACROSS ALL ASPECTS OF OUR BUSINESS;

DRIVING DIRECT RESPONSE FOR OVER 41,000 HOTEL ROOMS,

400+ FOOD AND BEVERAGE OUTLETS, 350 RETAIL OUTLETS,

AND 4 MAJOR ENTERTAINMENT VENUES/ARENAS.


A W O R L D - C L A S S C O L L E C T I O N O F R E S O R T S

BELLAGIO ARIA VDARA MGM GRAND THE SIGNATURE MANDALAY BAY DELANO LAS VEGAS

THE MIRAGE BEAU RIVAGE BORGATA MGM GRAND DETROIT

MGM NATIONAL HARBOR

MGM SPRINGFIELD MGM MACAU

M G M R E S O R T S L U X U R Y D E S T I N A T I O N S

M G M R E S O R T S D E S T I N A T I O N S

MONTE CARLO NEW YORK-NEW YORK

LUXOR EXCALIBUR CIRCUS CIRCUS GOLD STRIKE

1


O U R D I G I T A L E V O L U T I O N & E C O S Y S T E M …

Foundation Personalization

EXPERIENCE MANAGERANALYTICS TARGET AUDIENCE MANAGER

Adobe Experience Manager (Digital Asset Management)

Adobe Analytics (Analytics on DMP / Mobile App)

Adobe Target (Testing & Optimization)

Phase 1: Adobe Products for Website Enhancements

Adobe Advertising Cloud DSP (Increase Qualified Traffic to Sites)

Adobe Audience Manager (Improve Conversion Rates via Segmentation )

Adobe Advertising Cloud Creative(Delivers Personalized Creative in Real-Time)

Phase 2: Adobe Products to Efficiently Drive Direct Site Traffic

ADVERTISING CLOUD DSP ADVERTISING CLOUD CREATIVE


D Y N A M I C C O N T E N T T A R G E T I N G : D I R E C T R E S P O N S E


D Y N A M I C C O N T E N T T A R G E T I N G : U L T R A L U X U R Y P R O D U C T

UPDATE WITH UITES DCO BANNERS


D Y N A M I C C O N T E N T T A R G E T I N G : D E S T I N A T I O N F O W A R D


P A T H T O P E R S O N A L I Z A T I O N : S U C C E S S M I L E S T O N E S

Expedited time to

market with limited time

offers

Standardizedcreative

templates

Increased flexibility for

testing & learning

Streamlined frequency of creative jobs

opened

+27%Lift In

Engaged Users

30% +Increase in Revenue


Panel: The Art and Science of Personalised Ad Experiences

Matt BruceAdobe

Pippa ChambersAdnews

Peter PyntaNeuro-Insight

Sharni HargraveSeven

Ed BrooksSouth

Australian Tourism


ADVERTISING


Demonstration


ADVERTISING

the art & science of personalized ad experiences...companies to solve the problem of annoying...

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