Display | Dynamic | IAB Standards
By implementing a simple dynamic setup we were able to drop this to a 1 day TAT without the need to pause activity. The setup also allowed for the introduction of A/B testing with multiple copy variants and the ability to create new campaign messages without incurring addition creative costs.
The AA needed the ability to change creative reactively and in line with promotional activity, with minimum impact on media spends. Previously if a price changed or copy needed to be amended there was a 3 week turn around time. Activity was paused and multiple stakeholders had to provide feedback & approvals. This lead to drop in performance while activity was not running and incurred costs for creative amends to HTML5 banners.