Software Product Co-Inventor, Head of UX, Marketing Performance Strategist, Technical Integration
Ted and 3 business partners created a creative optimization advertising software platform to meet market needs.
Digital marketing campaigns performance was/is driven by media audience and lower funnel / last-click metrics, missing out on the opportunity to optimize using dynamic creative, different algorithms and deeper metrics.
Ted and his business partners created The Live Ads, which specialized in Dynamic Creative Optimization to test and optimize on messaging, photos, graphics, color and behavioral performance. The Live Ads was successfully used for campaigns directly with Harry & David, L.L. Bean, Marriott, Hilton, Hyatt, Adara, IHG, Sears, Kmart, Rosetta Stone, Preferred Hotels, Wall Street Journal, Chicago Tribune, Peapod and Relativity Media, among others.
The software collected data from the ads through a tag container, which was then run through an algorithm that optimized on behavior over time and inputs from The Live Ads interface. Alongside media and audience optimization, the creative optimization used algorithms based on Multi-Armed Bandit and Split testing. Integrated reporting tools included Google DART, Flashtalking and Omniture.
I'm proud of the creativity and hard work that went into The Live Ads software, and what I learned about human behavior and noble attempts to do good things with marketing. However, I realized I no longer wanted to participate in advertising unless it was creating positive user experiences, which proved near impossible given the scale of the industry.
Notable campaigns that leveraged The Live Ads:
GE Water Heaters: 260% product sales increase; highest performing campaign of the fiscal year.Black Friday and Holiday campaigns: Reduced CPO from $14 to $3 and 10,000% ROI
“We’ve never seen this level of analytics from a creative agency.”
- D. Bazant, Sears Marketing
Harry & David
Q3-Q4 campaigns: 180% increase AOV, 6,946% ROI
“Billups Design also did an amazing job of New Customer Acquisition. Bringing in this many new customers is a huge win for Harry & David.” B. Whitmer, Director of Online Marketing at Harry & David
3D Holiday campaigns: 8x Interaction, 4.75x CTR (vs average performance)