Hybrid Display Campaign

The marriage of fashion and value in one creative strategy.

 

Making a seamless experiences across all digital channels. that mirror the hero campaign. While setting up standard to reduce cost with vendors.

Hybrid strategy included standard html build, dynamic content, native and unique media with publishers

Challenge

The devil is in the details.

Identify all the piece of the puzzle/problem to solve

 

Step 1

Review media plan

  • Wireframe out media plan

  • assets vendor template and needs

  • Example: Html5, Dynamic content, Celtra, BDG, Wunderkind, Apex, Google, Yahoo, Who what were and Hulu to name a few.

Step 2

Marketing

  • Review content and how will it work with the media plan.

  • Check targeting and segmentation against creative

  • Give recommendations

  • If shooting for digital image recommendation

Step 3

Display creative needs

  • logo

  • cta

  • hero imagery

  • Tagline

Standard Display Build

Standard delivery display has 9 different size ad with up to 30 individual assets.

  • 5 individual html animations built in house.

  • 1-3 frame for native with copy

  • Vendor: Spark

Vendors have their own proprietary guides and template.

Every job is a mix and match of media buys depending on the media agency recommendtaion.

Vendors

Dynamic creative optimizations

Design needs a flexible frame work with design rules.

  • 3 second intro

  • Brand name

  • Price

  • Sale price if appropriate

  • Interaction states

  • Logo

  • Hero assets

  • Tagline or lockup

3-6k for 1 template

Fresh builds vendor cost

To sum it up

As a digital design manger I need to be aware of all partners.

From the need of creative to the technicalities of the technology to get the best results.

I built a system for all hybrid design system that was suitable for over a years work of creative saving Macy’s time and money.