Challenge: Adapting Complicated Ads Across Diverse Targets
Our client, Alliance for a Better Minnesota Action Fund, was targeting 25 seats in the state house and senate. ABM hired Clarify to help develop and manage digital advertising supporting their persuasion program. We designed a program to highlight individual candidates’ records and priorities with simple, informative, animated banner ads. But designing and animating multiple unique carousel concepts for 25 individual districts was inefficient under the best circumstances, and certainly untenable on a limited budget and a short time frame.
Method: Set Copy with a Data Feed
Clarify developed a display concept using a dynamic creative optimization (DCO) approach. Under a DCO system, elements of a banner ad are determined by an external trigger. A typical example might be a banner ad from Zappos showing you the shoes you left in your shopping cart yesterday.
In this case, the external trigger was the user’s geo location, and our creative was populated by a data feed controlling the copy, image, and landing page of every frame, including images of the candidates. This way, a user in zip code 55320 would see an ad with certain specific elements about Dan Wolgamott.
knows opportunity starts with access to a good education
will work to increase access to early childhood education
will work to freeze college tuition
and MN Democrats are working to create opportunities for us all
Results: Customized Efficiency
Alliance for a Better Minnesota gained the advantage of developing and trafficking new creative in a constantly shifting political environment quickly and efficiently.
This included making changes to live creative on the fly. Complicated tasks like swapping out an education message for a women’s health message in 12 districts, say, now only required an update to a data feed, rather than editing and re-trafficking the creative units themselves. This improved turnaround times and reduced likelihood of errors, all without increasing cost to the client.