Ford Tier II
All agencies with automotive clients have to navigate the churn of Tier II production. To deliver users up-to-the-minute offers and pricing but avoid serving antiseptic creative, they must use a dynamic system like DoubleClick’s Dynamic Ads.
Intersect partnered with Ford’s AOR Team Detroit to migrate the entire Ford Tier II serving strategy to run through DoubleClick and helped build what members of the DC team described as the most complex structure of dynamic feeds they’ve seen attempted.
136,000 Banner Templates?
Dynamic content’s elephant in the room is the matter of deferred effort. The more elements we make dynamic the more work the feed managers will have setting up each instance. A typical dynamic ad has 5-10 variables, but to be truly targeted across zip, vehicle, campaign, messaging, and offer, the Ford Tier II banners needed a combination of four Google feed sheets, each with upwards of 50 variables.
One of the strategies we employed to attenuate that effort was to compartmentalize portions of the base templates. Rather than building overwhelmingly dynamic templates that would require a huge amount of content management—or, conversely, creating a mass of templates that were too specific—we developed templates that intelligently load other sub-templates. This made the production of the required 7500 unique templates manageable. The total number of vehicle/creative/size deliverables was 136,000, and, naturally, all of those deliverables had basically an infinite number of possible permutations when populated by the feed and trafficked.
The most valuable aspect of our Dynamic API is the Extra_Data component, because that allows Creative to override just about every aspect of a template to fine-tune any banner.