2014: The year of personalization at scale 
The availability of data for digital marketing purposes has dramatically changed the way marketers can reach their target audience. We've generally accepted that the traditional purchase funnel no longer exists; instead, consumers are on circular decision-making journeys, and decisions are made at the moment of need.  Brands must continuously evaluate whether their marketing is addressing consumer needs based on context; in other words, using data to inform ads in real-time is a required digital strategy.

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The nice list: best use of data-driven advertising
A number of PointRoll partners excelled at designing data-driven campaigns in 2014. These marketers used first and third-party data to inform their creatives and provide relevant messaging to their target customers throughout the purchase path. We want to recognize a few outstanding campaigns that further pushed the boundaries of relevant creative:

  • Lowes Weather Triggered (OMD and BBDO)
  • BudLight WhateverUSA (Anheuser-Busch)
  • Walgreens Circular (Novus Media)
  • Audi (AKQA and Mediacom)
  • Geox Amphibiox (Geox and TripAdvisor)
Congratulations on setting the bar for relevant digital creative!

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