Editor’s Note: Spanish airline Iberia wanted more control over its campaign planning and creative optimization. To accomplish that goal, it tapped AI personalization platform Clinch to allow advertisers to manage their campaigns—including KPI tracking and updating creative in real time—using a self-serve model. According to reporting in Chief Marketer Network publication AdExchanger, the move to bring advertising in-house has resulted in significant returns. Below is an excerpt from the piece; head to AdExchanger for the full story.
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Going in-house can feel a little turbulent for advertisers.
But brands, such as Spanish airline Iberia, increasingly want more control over their campaign planning, creative and optimization.
Until relatively recently, Iberia’s workflow was almost entirely manual.
Now, through a partnership with AI personalization platform Clinch and its Flight Control tool, Iberia has been able to bring its media in-house. Flight Control, which is fully self-serve, allows advertisers to manage the entirety of their campaigns, from tracking KPIs to updating creative with real-time data.
On the fly
Rather fittingly, considering the name of the tool, Iberia was one of Flight Control’s early adopters. (The jokes practically write themselves.) But the improvements it has seen since going self-serve are no joke.
Prior to Flight Control, for example, Iberia would create different versions of the same ad for each audience segment and upload them one at a time, Carlos Fernández Suárez, the airline’s digital marketing manager, told AdExchanger.
Flight Control uses AI to make an advertiser’s creative dynamic.
“Every element within the design is now interchangeable,” said Oz Etzioni, Clinch’s CEO and co-founder. One ad can be broken down and restructured into several different ads that are personalized based on the audience segment and media channel.
In the past, it was also difficult to make changes to price or destination – both of which are constantly in flux – within a piece of ad creative. Suárez would have to coordinate with separate design and operations teams to implement those tweaks, which “introduced delays and created bottlenecks,” he said.
Circumventing requests to external teams and automating previously manual tasks has saved Iberia hours of work and allows them to run tests and respond to insights “immediately, rather than waiting for outside teams,” Suárez said.
The ability to make real-time changes to ads is “critical in our industry,” he added.
Head to AdExchanger to read the full story.
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