Tailored Advertising Creative
To help deliver advertising innovation at The Wall Street Journal I conceived and lead a trial to test whether users could be targeted with specific advertising creative dependent on their consumption patterns.
Using first party data users were delivered advertising creative to an immersive Netflix Narcos native campaign 'Cocainenomics'. 'Cocainenomics' was a native story by The Wall Street Journal Custom Studios, containing a variety of different multimedia elements. The advertising creative depended upon which element of the content it was determined the user would be most likely to engage with - either video, text or interactive. The results of the trial showed a 55 percent click through rate, compared to 13 percent for a control group.