Workflow Simplification for a
Early in 2021, one of our customers (a large North America based DSP) came to us with a problem. They were working with a major CBD brand advertiser (hereinafter referred to as ‘the advertiser’), running multiple national and state-level campaigns. The problem? Each creative needed to be individually customized for each state, and each campaign creative was to be updated monthly. This resulted in 250 (50 states X 5 ad sizes) creative asset file changes each month, and 250 individual ad tags that needed updating each month – an extremely time consuming and expensive process for the in-house creative and ad ops teams. A minimum of 3 days every month were being wasted in building and updating all the creatives and their corresponding ad tags.
The solution: Using Adacado’s creative editor, dynamic asset insertion, and geo-targeting capabilities resulted in a simple spreadsheet update each month, and no changes to creative asset files or adtags (reduction from ~3 days’ work to ~1hr/month).
The first step was to replicate the advertiser’s ad designs in Adacado’s creative editor. Once built in Adacado, these designs can be reused as templates, so instead of 50 different creatives, only 1 template was necessary. The advertiser then filled out a simple Google Sheet with all the custom, dynamic elements of the ads (image URLs, state names, messaging, destination URLs, etc.) to populate the custom ad template they had built in the creative editor. Using Adacado’s geo-targeting capabilities, the advertiser was then able to serve dynamic, location-specific ad variations throughout the entire United States.
The campaign was a success from the start. The creative team saved multiple days’ work every month, the DSP’s ad ops team’s work was essentially eliminated, and the advertiser not only gained total creative control over their campaign, but saved money doing it.
In Summary:
– Approx. 3 days of repetitive monthly work was reduced down to only a few hours for the creative updates (and completely eliminated all work for the DSP’s ad ops team)
– The brand gained complete creative control over their ads (from designing the templates, to adjusting the content of the ads)
– The number of ad tags was drastically reduced from 250 to only 5 (massive reduction in complexity)
– If any creative changes were necessary (assets, spelling mistakes, etc.) all changes could be made by the advertiser, and updated in real time
– The significant $$ saved by eliminating people-hours was used to purchase more media, resulting in better performance for the advertiser
