For any business, there is always room to improve digital advertising campaigns by coupling data and creatives. Display creatives aren’t all about how a campaign looks—incorporating programmatic buying into your strategy can create a far more data-driven approach that delivers results. Though most campaigns are equal parts of data and emotion, not every marketer will grasp how certain bits of data can inform creative choices. To achieve smarter, data-driven creatives, you’ll have to consider the following.

Understand the data at hand

If you’re already using customer relationship management tools to harvest and analyze data, you’re off to a good start. But if you seem to be asking yourself, “How do I generate traffic to my site in a more scalable manner?” it’s time to take into consideration a wider array of data signals. Take a look at your most popular products and audience demographics. Use this information to figure out how you can sell better to consumers who haven’t been making as many purchases.

Make the most of micro-moments

When reaching out to your customers, you don’t want to focus on gathering the widest audience possible. You want to target your ads towards those who can guarantee you sales. Programmatic advertising is based on machine learning which automatically finds those most likely to convert based on the successful signals of others.

Involve creative specialists from the beginning

Bringing in an advertising specific designer after you’ve already finalized your campaign strategy is something you want to avoid at all costs. Remember, these designers are considered experts in their field for a reason. By involving them from the outset, you can build more relevant strategies and tailor your designs to specific audience segments.

Prioritize communication and collaboration

A factory line approach may work for some companies but aren’t optimal for creative processes. You don’t simply want to hand off a task when it’s completed and ignore any feedback. Instead, get everyone in on the process to ensure that everyone is on the same page. This includes your creative team, media agency, and production shop. The more you communicate and collaborate, the better of an environment you can foster for productive feedback and suggestions. Host collaborative sessions every now and then to share performance reports, ideas, and prototypes.

Conclusion

If you’ve been stumped wondering, “How do I grow my business online?” it’s about time that you begin maximizing the value of programmatic creative campaigns. It’s imperative that you ensure your planning, analytic, and creative teams are always working together to come up with viable solutions that best cater to your audience instead of second-guessing yourself.

If you’re working towards smarter and more effective campaigns, collaborate with us at Petram Digital. We’re a programmatic agency in London that offers end-to-end campaign management solutions by combining your current strategies with on-trend marketing habits!