Click-through rates higher for creatively optimised programmatic ads

Anne Freier

In Mobile Advertising. December 5, 2018

Click-through rates are up to 71% higher when dynamic creative strategies are coupled with programmatic buying, according to a new white paper released by Adobe.

The Brilliant Advertising whitepaper details programmatic and creative ad strategies.

With 67% of all US digital display ad spend now trading programmatically understanding the nature of creative options within programmatic is vital.

Indeed, creative optimisation can lead to an increase of 10% in lift rates.

“With programmatic, [you’re] spending less time on one piece,” says Douglas Kofoid, president of Global Solutions at VivaKi. “Does that mean it becomes less brilliant? You’ll have to define brilliance. I would argue that if it’s more relevant to me as an individual, even if it doesn’t have all the bells and whistles, I would consider that absolutely brilliant. So I think it’s redefining what brilliant creative is.

With programmatic spend reaching $22.1 billion in the US alone, personalised, real-time advertising at scale is growing in importance.

The whitepaper discusses each step in the marketing chain from creative to data analysis.