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Answering creative requests more effectively

Case study: DC Thomson

About DC Thomson

DC Thomson & Co Ltd is a private company and one of the leading publishing houses in the UK. The company’s headquarters is in Dundee, Scotland, with a London base in Fleet Street. DC Thomson publishes newspapers, magazines, comics and books. The company also has interests in radio, printing, retailing and online services.

Offices

Dundee

Employees

1,001-5,000

Industry

Publishing

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Introduction

DC Thomson is one of the leading media organisations in the UK. They publish newspapers, comics, magazines and books, as well as an entire range of digital media. They have been a user of Bannerflow since late 2015.

Challenges faced

For DC Thomson making the most of HTML5 was crucial. However, they found that Adobe Solutions was overly complicated and simple GIF production, although effective for smaller online campaigns didn’t offer the dynamism required for interaction with customers. With fast-paced, tight production times they needed a solution that offered maximum creative flexibility. They also required a platform that offered seamless compatibility for their clients. Put simply DC Thomson required a platform that ramped up the creative process and made publishing a breeze!

Another challenge was finding software that was ‘code free’ and focussed on creative design functionality.

Why Bannerflow?

With Flash based creatives starting to fall away from the advertising marketplace, embracing HTML5 technology was a must. However, using conventional methods to produce HTML5 ads was too much of a long, drawn out process for DC Thomson to consider, especially as they operate in a high paced studio environment.

That’s where Bannerflow came in. Creatives were amazed at how fast they could produce display advertising. Moreover, the feature to duplicate campaigns for the purpose of re-using templates for future campaigns was a big advantage.

"Since using BannerFlow with our bigger clients, we have seen an average increase in our CTR rates"

Benefits seen so far

DC Thomson’s average CTR fluctuates, being a large publisher with many customers and campaigns. However, since using Bannerflow with its biggest clients, they have seen an average increase in CTR rates. Plus, when analysing Google DFP figures for certain clients they have found that more creative, original or animated campaigns, produced via Bannerflow, all benefited from an increase in traffic, especially if used in conjunction with a call to action.

Some of DC Thomson’s larger clients have been utilising BannerFlow technology effectively on multi-media campaigns. This has resulted in increased sales and social media awareness for their online presence. DC Thomson can also answer other clients’ creative requests more effectively due to Bannerflow’s widget and animation features.

In addition, DC Thomson has found that some of their top motor customers, marques including Volkswagen, Mazda and Volvo, have been very receptive to the use of Bannerflow’s technology, resulting in increased business in conjunction with HPTOs. They have also started the process of introducing HTML5 technologies to all their clients.

Favourite features

Designers at DC Thomson have expressed satisfaction in the ease of proofing to clients using Bannerflow’s live preview function. Utilising this feature has allowed real-time alterations to artwork, meaning clients can now get up to the minute changes, which can be viewed quickly and efficiently. While Bannerflow’s widgets are also another feature that designers at DC Thomson love. Plus, the capability of Bannerflow’s advanced features, has meant that creatives no longer have to code, which has saved time and proved an attractive selling point.

To sum up

Bannerflow has allowed DC Thomson to produce sophisticated ad campaigns.  It has enabled in-house designers to be more creative when executing conceptual ideas. Sales executives has also felt empowered as they now have the tools to compete at a local level, delivering artwork on a par with a high-end agency.

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