Creative Data
Bachelor's Thesis
Programme: Bsc. Online Media Management
University: Hochschule der Medien, Stuttgart, Germany
Final Grade: 1.3 (excellent)
During my work in creative industries, I observed that there is quite often a strict separation between „technical“ and „creative“ roles and jobs. Given the rise of data-based services and products, I was interested in how creatives could use data to develop stunning ideas and concepts.
Therefore, I dedicated my Bachelor’s thesis to the question how data-driven display advertising should be conceptualised in order to create relevant contextual display ads.
Step 1
Benchmark analysis and recommendations
In a benchmark analysis I analysed eleven awarded data-driven online banner campaigns. The analysis considered both the conception and the distribution of each ad campaign. Based on the benchmark analysis’s results, I subsequently derived recommendations for the conception of contextual display advertising.
Step 2
Conception
In the next step, I outlined how the recommendations could be adapted, which I did by conceptualising a contextual banner campaign for the HR marketing of Interone GmbH.
Step 3
Evaluation
Finally, I evaluated both the recommendations and the concept by interviewing data and marketing experts.