Case Studies
Dynamic Creative Optimization (DCO) Banner Campaign
The client was facing high advertising costs with standard banners that had diminishing returns on investment.
I was tasked with reducing ad spend while increasing campaign effectiveness and engagement.
I led the development of a DCO banner system that utilized real-time data to adapt creative elements based on user behavior and preferences. This involved integrating first and third party data to optimize ad variations dynamically.
The DCO banners significantly lowered the cost per acquisition, saving the client millions annually, while boosting engagement rates by 70%. This project underscored the importance of agility and data in digital advertising, shaping my approach to future ad tech innovations.
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Banner Overlay Tool
The head of QA needed a tool to help their team efficiently test digital ads in various dimensions against original keyframe artboards.
My task was to develop a tool that could streamline this testing process, ensuring accuracy and saving time for the QA team.
To address this need, I built an online tool capable of loading banners from our staging environment as well as static images from the QA technician's local machine. The tool featured functionalities such as overlay and side-by-side comparisons, toggling between multiple overlays with various opacities, and loading all standard-sized digital ads.
The app was successfully integrated into the QA toolset and became a regular part of the process in our global offices, significantly improving the efficiency and effectiveness of digital ad testing.
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Photoshop Artboard Automation
In order to assist the creative department, there was a need to automate the ad creation process in Photoshop.
I was tasked with developing a solution to streamline and automate the updating of ad elements.
As a proof of concept, I wrote a script that could be executed within Photoshop to dynamically update elements such as headline messaging and call-to-action (CTA) copy.
The script became a valuable addition to our automation toolbox, demonstrating its usefulness through numerous applications thanks to its customizability.
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Healthcare.gov Banner Automation
We needed to automate the development of banner ads for over 30 unique state marketplaces, all within the tight deadline of under a week.
My task was to engineer a process that would enable both designers and developers to quickly and efficiently create and deploy these banner ads.
To achieve this, I designed a two-phase process:
1. I created a Photoshop template with built-in automation tools, enabling designers to easily generate branded artwork for each state program.
2. For development, I developed a single banner framework capable of utilizing the generated imagery to build a unique ad set for each state effortlessly.
This approach successfully empowered both designers and developers, allowing us to meet the tight deadline. The streamlined process facilitated the quick creation and deployment of customized banner ads for all 30 plus state marketplaces within the required timeframe.
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