Creative Optimisation

GDM Digital monitors creative performance across a range of parameters such as creative size, messaging, style and landing page layout throughout the course of a campaign. From our experience operating in this market as well as monitoring performance on the fly, we are able to advise clients on elements of creative design.


For DCO and DCR campaigns we are able to report and optimise across a much wider range of metrics. The dynamic element of these campaigns means that the creative self-assembles based on templates. We have control over template style, background colour, product type, product image, positioning for elements within banners, and a range of other variables, and are able to report back on the performance of each of these elements. GDM Digital also has the ability to report back on the visual attracting elements of creative, by use of a heat map, demonstrating where users have clicked on the banner.



Dynamic banners allow for more complex elements to be included. Examples of this would be: scroll bars, allowing users to look through product ranges in the creative without needing to visit the website, or booking forms through which the consumer can search for flights to Madrid on certain dates. Interactions with these elements provide a better gauge of user engagement than the standard click, and are great for providing insights into campaign performance.

Creative Templates

We have a range of templates which are suitable for advertisers across a range of different verticals. These creative templates are available free of charge for our advertisers. A selection of a few of the available creative banners is shown below.

However many designs we have available as templates there are never enough to satisfy everyone. Our sister agency Yellow digital in building highly-engaging, effective creative, and are able to build bespoke banners, landing pages, indeed entire websites.

Creative Specifications

Although not the most sultry of topics, it is essential that creative meets the specification requirements of the major ad exchanges to ensure that we can access all available inventory.

Find our specification guidelines here.

Key performance indicators - is a statistical measure of performance

Stock keeping unit – a product or item which is identified by its unique ID code.

Cost per click - the cost that the advertisers pay for every click.

Search engine optimization – process of optimising your website in order to enhance visibility on search engines such as Google.

Dynamic creative retargeting – based on information gained from a users visit to a site an ad is dynamically created to retarget the user with the item or similar items they viewed previously

Cost per acquisition/action (NB acquisition is the same as a conversion)

Dynamic creative optimisation -  a creative is dynamically generated in real time based on various factors to make the optimum creative message for a user

Internet Protocol - a unique number/ID that is assigned to every device that connects to the internet

Click through rate - the ratio of how many people have clicked over the total impressions shown

Cost per thousand, the standard pricing model for media in which advertisers pay per 1000 impressions.

RTB stands for Real Time Buying. When users visit a website, the ad exchange conducts auctions between multiple advertisers for impressions on that site.