SEGA boosts ad efficiency with automation

The gaming company has also used Social Dynamic Ads (SDAs) to lower CPM by 44 percent and CPC by 14 percent compared with standard ads

SEGA has reduced the production time for digital advertising by two-thirds after introducing Bannerflow’s creative automation across seven international markets. The gaming company has also used Social Dynamic Ads (SDAs) to lower CPM by 44 percent and CPC by 14 percent compared with standard ads.

The rollout covers the US, UK, France, Germany, Italy, Spain and Australia, helping SEGA scale campaigns while maintaining brand consistency. The company had previously relied on manual production to adapt creative for different languages, currencies, age ratings, formats and sizes.

SEGA reduces creative production workload

A comparable campaign previously required a full-time designer to spend around three weeks on production. With Bannerflow, SEGA has reduced the equivalent production cycle to approximately one week and eliminated the cost of outsourcing production to external agencies.

Matt Whittles, Head of Paid Media, SEGA: "Personalisation is the future of advertising, but delivering it at scale across different markets and audiences is one of the biggest hurdles for global brands. Social Dynamic Ads are helping us bridge that gap.

"By reducing the time and cost involved in producing localised creative, we can test and learn faster, make our advertising more relevant and have a more meaningful conversation with audiences in each market."

Social Dynamic Ads support performance campaigns

SEGA introduced Social Dynamic Ads through Bannerflow to improve the efficiency of direct-response campaigns. The gaming industry presents attribution challenges because consumers can purchase games through multiple physical and digital storefronts and platforms. SEGA therefore aimed to take a more performance-focused approach while making its advertising more relevant to individual markets.

SDAs allow SEGA to dynamically display local currencies, age ratings and product features, reducing the need for manual versioning while maintaining brand consistency. The approach contributed to a 44 percent reduction in CPM and a 14 percent reduction in CPC compared with standard ads.

Animated formats expand in-house capabilities

Bannerflow has also enabled SEGA to produce animated banner advertising in-house. This gives its teams more scope to communicate the visual energy of its games than was possible with static formats. The ads now support major pre-launch and post-launch marketing campaigns across international markets.

Luke Dash, CEO, Bannerflow: "Great creative should be shaped by the idea, not constrained by file sizes, formats or the effort involved in producing hundreds of variants. Our role is to give businesses such as SEGA the freedom to focus on creativity while automation handles the technical complexity of scaling and localising campaigns.

"By connecting studios, creative teams and media partners in one workflow, creative automation can streamline production and turn performance learnings into stronger future campaigns."

www.bannerflow.com

www.sega.com

Follow Marketing Report on LinkedIn