Promo Team Dynamic Media Optimization & Expansion Initiative

Target's dynamic creative program, operational across Google and Innovid platforms was failing to achieve its comprehensive potential. Creating ad units was labor-intensive, involving substantial manual design work that led to inefficiencies and increased costs. This underutilization highlighted a significant opportunity for optimization and innovation within the program.

My responsibilities include researching and consolidating to a single DCO ad tech partner, ensuring seamless campaign integration, enhancing production efficiency, achieving significant cost savings, and providing UX and UI recommendations.

Challenge:

Stagnation and a lack of education in ad tech innovation, as well as a split effort and ad creation practices between the teams in India and the U.S., lead to the underutilization of resources.

Opportunity

To enhance the effectiveness and scalability of Target’s promotional ads, we unified the global creative process and consolidated ad delivery to reduce asset creation and delivery costs.

Result

We created one template that worked for 19 different categories. By optimizing our process, we achieved an 82% reduction in timing, which has led to over 40% in cost savings.

Open possibilities for more Dynamic ad product content integrating for market responsiveness.

What I did

I developed frameworks that include guidelines and best practices to enhance quality and impact. My team and I expanded our dynamic creative capabilities, creating a flexible system for quick and customizable campaign development. This system allows for rapid execution globally while enabling tailored adjustments.

Outcome

Improved Production Efficiency by Consolidating to a Single DCO Provider, Achieving Seamless Campaign Integration, Significant Cost Savings, and Enhanced Market Responsiveness.

This multifaceted challenge was rooted in a lack of product maintenance and innovation.

  • Ad categories were delivered on multiple platforms based on status quotes.

  • Not having properly allocated resources to pursuing innovative solutions.

  • Split production teams with very different working methods, leading to a disjointed approach and underutilization of available platforms.

  • Our goal was to enhance our effectiveness, scalability, and, ultimately, market impact by addressing these challenges.

Task

Elevate Target's Dynamic Creative Program: Transition the program from basic to sophisticated, employing high-touch custom HTML frameworks enhancing the overall quality and impact.

Push Creative Boundaries: Broaden the scope of dynamic creative capabilities to surpass traditional constraints, laying the groundwork for ongoing innovation and deeper user engagement.

Develop a Scalable Framework: Flexible and adaptable framework that not only serves as a foundational starting point for swift campaign development but also supports customization.

Actions

  • Conduct Comprehensive Analysis: Review existing ad units to identify successful elements and areas for improvement. Work with marketing stakeholders to pinpoint key elements that drive customer engagement.

  • Establish Key Hierarchical Structure: Use insights from previous campaigns and consultations with marketing partners to determine the essential information that enhances customer interaction with the ads.

  • Redesign Promotional Strategy: Partner with creative leads to overhaul Target's promotional approach led by dynamic video, ensuring the new design supports up to 16 variations of ad content for flexible campaign management.

  • Develop a Versatile Creative Container: Create a flexible design framework that can adapt to various promotional needs while maintaining brand consistency.

  • Leverage Dynamic Creative: Use the revamped dynamic creative program's capabilities to thoroughly test creative content and CTAs, aiming to maximize effectiveness and response rates from the target audience.

  • ADA Compliance: Work with vendors to ensure all ads meet ADA standards, specifically focusing on making content accessible to users with screen readers and promoting inclusivity in all campaigns.

Result:

  • Enhanced Production Efficiency: Adopting a single version of responsively reformatted assets has drastically reduced production time, streamlining the creative process. Overall, our process's timing was reduced by 82%.

  • Consolidation to a Single DCO Provider: By transitioning to a single Dynamic Creative Optimization (DCO) provider, we significantly reduced production times through responsive asset formatting.

  • Seamless Campaign Integration: Our fully flexible redesign aligns perfectly with our campaign's design system and incorporates critical elements from the Target style guide, ensuring consistency and quality in our outputs.
    Nineteen categories, one template Category-specific offers targeted to past & predictive purchasers.

  • Significant Cost Savings: The efficiencies gained through this optimization have led to more than 40% in cost savings, reflecting our strategic financial stewardship.

  • Improved Market Responsiveness: The improvements in our creative content quality has increased our agility in responding to market trends in real-time, keeping us competitive and relevant.