RTB House, a global company that provides state-of-the-art marketing technologies, has launched a new unit to offer clients a wide range of high-performance dynamic banners for both display and video creatives.

Creatives Lab will not only focus on improving the overall performance of creatives, it will also collaborate on projects with the AI Marketing Lab –a unit dedicated to the development of new mar-tech solutions, that was launched in May 2018 by RTB House.

“Creatives are crucial in determining the overall results of campaigns. Not only do they attract users to click and make purchases but are also an important factor in brand image,” said Grzegorz Kłapkowski, operational manager of the Creatives Lab and the AI Marketing Lab at RTB House.

“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 using a dedicated recommendation mechanism, that is why we are investing in 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.”

RTB House has consistently paved way for new developments in the last couple of years beginning with the deployment of deep learning algorithms in 100 per cent of its campaigns. This was followed by the launch of the AI Marketing Lab in 2018, and the launch of Creatives Lab in 2019.  

Recently the AI Marketing Lab started the testing phase of three new projects including 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. - TradeArabia News Service