National retailer engages audiences with a personalized dynamic flyer to promote sales

A national retailer needed a creative solution that would echo weekly print flyer promotions through a personalized lens. Using custom master templates and API-driven dynamic feeds, MediaNet worked within the Google Studio environment to develop a robust creative solution that could power nearly 2,000 ad variations - each personalized to audience interests and locations at a national scale. The solution’s template-based approach made it possible to quickly refresh featured products, headlines and imagery to reflect the weekly cadence of flyer promotions.

Hours saved in
trafficking time

230+

Reduction in
creative production time

85%

Lowered
production costs

98%

Goals
  • Design an agile creative strategy to reflect weekly print flyer promotions
  • Improve the ability to personalize ads to audiences at scale by leveraging segments delivered through Analytics 360
  • Streamline and improve the efficiency of the creative production process using Google Studio’s integration with the full-suite of Google Marketing Platform
  • products
Approach
  • MediaNet developed a data-driven creative solution that would feature personalized promotions to specific Analytics 360 audience segments delivered through Campaign Manager (with regionally accurate pricing)
  • Working within Google Studio, MediaNet developed a set of master ad templates paired with a dynamic feed and powered by the retailer’s personalization logic
  • Custom API integrations were used to integrate accurate regional product pricing for users at a local level
  • Feed-based content management made it possible to quickly turnover featured products to reflect ongoing weekly flyer promotions
Results
  • Dynamic creative was seamlessly published from Google Studio to the retailer’s Campaign Manager account where they were available for immediate trafficking to DV360
  • The scope of production was reduced by 99% - from the 1,850+ ad creatives originally required to only 4 data-driven units
  • Creative production time was reduced by 85% (real-time vs. traditional updates)
  • 230+ hours saved in trafficking time (dynamic vs. standard campaign)
  • Reduction in total cost of creative build by 98% (dynamic vs. standard campaign) allowing greater investment in working media dollars

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