1. Smart Versioning: Get Relevant, Save Money
Boost Effectivenes & Efficiency to a Higher ROI
Presented by: Geoffrey King ● January 2009
Everyone agrees that having multiple versions of creative is always a good thing, but the 500 lb. gorilla in the room is the time and budget needed to create multiple versions…

2. Agenda History of Vodafone Creative Introducing Smart Versioning
Smart Versioning in Context

3. Creative run in the past
Two main types of ad where run in the past;
Standard Banner Ads
Dynamic Ads (using XML to render the creative)
Technical knowledge required
Time consuming to change
Costs associated with 3

4. Standard Ads Up to 12 versions of the same ad where created
Each ad had to be setup and trafficked in Eyeblaster
Changes to the creative could only be made by setting up a new ad and submitting for publisher approval
Technical knowledge required
Time consuming to change
Costs associated with 4

5. Dynamic Ads Ad Shell Created with a hard-coded link to an XML file
XML file contained all the content of the ad including;
Ad Title
Ad Text
Click-Through Link to Offer
Product Image (flash file with animations)
Call to Action
Ad style (background colour, text colour etc)
The XML file was hosted externally on a web server
Each different creative concept and size would need to be coded in Flash.
Updating the ad
The creative producer would upload the new Product Image (flash file)
Manually change the XML file to update the fields/offer (error prone and requires knowledge of XML files)
Upload the new XML file onto the external server
All ads linked to that XML file would update immediately with new content
Technical knowledge required
Time consuming to change
Costs associated with 5

6. Dynamic Ads – Data Flow Ad Container Get Ad Content from XML
<Product Image>
<Title>
<Ad Copy>
<Style>
<Call to Action>
<Link>
Get Ad Content from XML
Get Product Picture
Technical knowledge required
Time consuming to change
Costs associated with 6

7. Dynamic Ads – Real Example
Technical knowledge required
Time consuming to change
Costs associated with 7

8. Creative run in the past - Difficulties
Time & Effort = Cost
Each different size and creative concept required a developer to code in the new XML locations and upload the assets into Eyeblaster
Customising an ad for a particular placement requires producing a different creative asset
Technical Requirements
Creative Producer must understand XML syntax to update an ad
Not User Friendly
If the producer makes a mistake with the XML the ad could show blank fields or missing pictures
Additional Serving Costs
XML files and Product Pictures where externally hosted mean additional serving costs from the third party.
Technical knowledge required
Time consuming to change
Costs associated with 8

9. Campaign Results? Technical knowledge required
Time consuming to change
Costs associated with 9

10. Introducing:
Smart Versioning

11. So you want to boost ROI by…
Enhancing relevancy
Making live updates
It requires budget busting
creative versions
Click to build each animation
Having the perfect version of an ad, or being able to cost effectively create it is key to improving your campaigns’ overall Effectiveness and Efficiency.
Eyeblaster Smart Versioning is a creative production tool that empowers agencies and advertisers to improve their campaign’s effectiveness and efficiency for a higher ROI.
So whether you want to…
update live ads without re trafficking
increase campaign relevancy with targeted ads
localize a global campaign
Smart Versioning can help avoid those budget busting extra versions.
Localization 11

12. How do you do it Effectively & Efficiently?
Create Flexibility
Container strategy = buy blocks of media, update creative live
Easy production of multiple ads = More efficient campaigns
Creative Optimization = More effective campaigns
Enhance Relevancy
Local relevancy (Geo-Targeting)
Market relevancy (localization)
Targeted relevancy ( behaviorally sequenced)
Optimized Relevancy (by performance)
Creative Relevancy (Multi creative strategies)
Global / Pan Regional Campaigns
Localize creative for language, cultural norms, etc…
Simplify process for local agencies; save production time
Maintain creative integrity
And track everything with
Eyeblaster Analytics!
Measure the performance of all versions Eyeblaster’s advanced reporting!
Use full suite of Eyeblaster advanced analytics, including:
campaign summary report
Campaign Monitor
Dwell Time metric
custom report builder
Eyeblaster Analytics™ Plug-in for Microsoft Excel

13. What Smart Versioning looks like
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Quickly and easily update ads live, without the need for retrafficking.

14. Build dynamic ads in a snap
Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plug-in
In Flash developers can automatically scan existing ads or ads built from scratch to make any element dynamic:
Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plug-in.
From the intuitive UI in Flash ads are automatically scanned for available elements to be made dynamic.
And like all Eyeblaster tools, Smart Versioning works the way you work where you work.
Ads are built in the friendly confines of Adobe Flash
And trafficked exactly as any ad on ACM
There is virtually nothing to new to learn!
text attributes |
Images |
Video |
Sound |
Flash |
Etc…

15. Smart Versioning process
Developer builds Smart Versioned ad
From Eyeblaster Workshop, uploads ad to ACM or bundles for distribution
Any Eyeblaster format (expandable, polite, etc) can be Smart Versioned
Custom versions are easily created in moments by anyone
Copy Smart Versioned ads across placements, campaigns or accounts
For pan regional or even global campaigns, send ad to local teams
Pull reports from Eyeblaster ACM in a way that best suits you
The Smart Versioning 2-Step.

16. Higher ROI more effective, with more creative versions more efficient
all text is lower case
more effective,
more efficient
Higher ROI
with more
Only 1 Click for the entire animation.
creative versions
makes me smile.