New Unit Will Develop Solutions to Offer Clients a Wider Range of Better Performing Dynamic Banners for Both Display and Video
RTB House, a global company that provides state-of-the-art marketing technologies for top brands worldwide is opening a new division – Creatives Lab. The unit will develop solutions to offer clients a wider range of better performing dynamic banners for both display and video that will also be better suited to clients’ branding needs.
RTB House is constantly working on improvements to its core technology based on deep learning as well as other aspects of the RTB ecosystem, such as creatives, which strongly determine the overall success of clients’ campaigns. However, creatives’ performance is not fully based on artificial intelligence algorithms. Human input is an important factor to ensure consistency between clients’ brand books and campaign visuals.
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To offer clients the best and most innovative solutions in this field, RTB House has launched a special unit, Creatives Lab. Its main tasks are to improve the overall performance of creatives, as well as develop new formats of dynamic display and video creatives that will be tailored to clients’ branding needs. Besides its own projects, Creatives Lab will collaborate on projects with the AI Marketing Lab unit, opened by RTB House in May 2018, that is dedicated to the development of new AI-powered martech solutions.
“Creatives are crucial in driving the overall results of campaigns. Not only do they attract users to click and make purchases, but they’re also an important factor in brand image. However, brands are often not able to dedicate a lot of budget and resources to work on creatives, especially if the goal is to use personalized creatives whose performance is enhanced by the use of our dedicated offers recommendation mechanism. That is why we are investing in the Creatives Lab. As a service provider we want to offer products and product add-ons that will be important for our clients, long-lasting, and best-in-class,” said Grzegorz Kłapkowski, operational manager of the AI Marketing Lab and the Creatives Lab.
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The launch of the Creatives Lab is another step that sets the company apart from others in the industry and it will improve RTB House’s offerings.
In 2017, the company successfully deployed deep-learning algorithms throughout 100 percent of its campaigns. In May 2018, RTB House opened its AI Marketing Lab, a division focused on research and development of new innovations in the broad marketing area and separate from the company’s main R&D department, which is dedicated to personalized retargeting.
Recently the AI Marketing Lab began the testing phase of three new projects: Snippets, Full-page Recommendations and Social Banners. As these innovations are closely related to creatives, their further development will be conducted by both the Creatives Lab and the AI Marketing Lab. At the initial stage the Creatives Lab team will consist of 10 experienced graphic designers, developers, and analysts.
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