Large-scale Customer-focused Ad Versioning Is A Reality
Posted by Universal Ad at Tuesday, July 31, 2007 10:38 AM and is filed under Advertising,Retail,versioning 
This post should be of interest to both advertisers and marketers, depending on the specific balance of responsibilities in your organization. The advertising production people would love to find a solution to the vexing issue of ad versioning. Marketing, on the other hand, is looking for a way to efficiently utilize the BI and analytics data they have in order to better target their customer messaging materials.
A bit of a background for those of you who don't come from the production side. In order to create ad versions, graphic designers currently have to manipulate dozens, and often hundreds, of ad layers in their page layout software. This makes it very difficult for them to change the versioned ads following the proofing process, update properties based on last-minute changes, and recreate the ads for all other media channels.
Version creation is a very slow, cumbersome and error-prone process and the reason is quite simple --- page layout systems were designed for graphical work, not for version data control. This situation forces retailers to limit the number of versions they create, as well as the variations they allow, relative to the fine level of targeting enabled by their sophisticated business intelligence systems.
I don't usually use this blog to promote Universal Ad's products but I'm making an exception in this case because we have a truly groundbreaking solution to this huge problem. Not only will it provide enormous savings in terms of time and cost, but it will also help retailers take their versioning to the next level by enabling them to create truly customer-focused highly targeted promotions. Stay tuned for the official announcement in a couple of weeks.
A bit of a background for those of you who don't come from the production side. In order to create ad versions, graphic designers currently have to manipulate dozens, and often hundreds, of ad layers in their page layout software. This makes it very difficult for them to change the versioned ads following the proofing process, update properties based on last-minute changes, and recreate the ads for all other media channels.
Version creation is a very slow, cumbersome and error-prone process and the reason is quite simple --- page layout systems were designed for graphical work, not for version data control. This situation forces retailers to limit the number of versions they create, as well as the variations they allow, relative to the fine level of targeting enabled by their sophisticated business intelligence systems.
I don't usually use this blog to promote Universal Ad's products but I'm making an exception in this case because we have a truly groundbreaking solution to this huge problem. Not only will it provide enormous savings in terms of time and cost, but it will also help retailers take their versioning to the next level by enabling them to create truly customer-focused highly targeted promotions. Stay tuned for the official announcement in a couple of weeks.
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