Buy-side adtech Sizmek is today launching a bundled suite of programmatic creative solutions, enabling brands and agencies to easily execute relevant, personalised advertising at scale.
The company said it would provide advertisers and agencies with different bundle options that include creative production services, media execution and dynamic creative optimisation (DCO) tools to increase the adoption of creative-led programmatic buying in the Asia-Pacific region.
DCO helps advertisers connect to their customers with messages that resonate and inspire them to action, according to a statement from Sizmek. “The programmatic DCO bundle includes three packages depending on campaign goals and sophistication: simple, intermediate, and advanced. There is also a fourth option which utilises machine learning technology that the company secured through its acquisition of RocketFuel last year.”
The suite also includes a product recommendation engine that predicts which offer will appeal to individuals the most, and in what exact moment they will be most receptive. Meanwhile, the company claims Smart Grid technology dynamically creates ad formats, layouts, and messaging for each impression and ad format.
This approach fuses creative, data, and media so a brand’s values are optimally expressed, while at the same time leveraging the precision targeting and massive scale of programmatic, said a spokesperson.
“People are bombarded with more than 3000 marketing messages a day, and they are frustrated by this tsunami of irrelevant marketing,” the spokesperson said. “With this bundled offering we aim to make it easier for brand advertisers and agencies to launch and deliver personalised ads in Asia, deploying a mix of data, rich media technology, and programmatic media-buying software.”
Sizmek’s internal research showed that personalisation is not only the key to grabbing customer attention and connection, but also increased performance, according to the spokesperson.
“Campaigns using personalised creative saw a five times higher conversion rate than those without. Additionally, when AI is applied to the creative, campaigns saw a 46 per cent uplift in performance.”
Meanwhile a general manager at trading desk Amnet said that, while programmatic creative is not new, the industry has struggled to adopt DCO at scale due to the perceived complexity around setup and execution. The representative said the bundled offering simplifies the process and makes it easier for Amnet to recommend dynamic creative to its advertiser clients across Asia.
Sizmek says it discovered several barriers still existed and were hindering the widespread adoption of DCO in APAC, and that the new bundle was created to address some of these challenges. “Long campaign lead times and complex workflows involving multiple stakeholders have made it difficult to seamlessly execute dynamic creative campaigns in the past. Furthermore, costs can vary depending on campaign requirements and many brands and media agencies lack in-house creative and production expertise,” said the spokesperson.
“Clients get creative build services, media execution and DCO strategy with just one budget line item and quicker timelines.”
The bundle is available today in all markets across Asia-Pacific, including Australia, New Zealand, Japan, Singapore, Malaysia, Thailand and Indonesia.