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 the campaigns. However, creatives performance is not fully based on artificial intelligence algorithms. Important factors are human input, consistency with brand book and campaigns visuals. To offer clients the best and most innovative solutions in this field, a special unit – Creatives Lab – has been launched. 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 also collaborate on projects with the AI Marketing Lab – a unit, opened by RTB House, in May 2018, dedicated to the development of new mar-tech solutions.
“Creatives are crucial in determining the overall results of campaigns. Not only do they attract users to click and make purchase, but are 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 the 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.
Launch of Creatives Lab is another step ahead of the industry, that will improve RTB House offer. In 2017, the company successfully deployed deep learning algorithms throughout 100% of its campaigns. In May 2018, AI Marketing Lab – was opened. It is a division focused on research and development in the broad marketing area and separate from the main R&D department, which is dedicated to personalized retargeting. Recently the AI Marketing Lab started the testing phase of 3 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.
