Hybrid Platform

2024

Launch Creative Craft

Hybrid Platform in beta has implemented a separate solution based on artificial intelligence for working with advertising banners - Creative Craft. It allows users to generate new creatives based on existing ones, while reducing design and development time costs. Hybrid announced this on November 29, 2024.

Creative Craft is an artificial intelligence-based product for generating new versions of creatives while preserving an advertising message. The advertiser can download banners or select them from previous ad campaigns, and then specify the items that are important to keep. The system will automatically identify them and generate new versions of the creative that match the style of the original, but present new visual solutions. Banners can be saved in the ad library and used in ad campaigns. Thus, users have the opportunity to regularly update the content content of creatives, while saving time and other resources.

We have developed a tool for advertisers who have a need to create diversity in advertising while maintaining a basic message. The solution uses trending products of the AI industry in advertising campaigns. Creative Craft allows you to generate unique creations for different groups of users, increasing personalization and preventing "visual burnout" of the audience. Performance improvement occurs by comparing the performance of several variants of the banner. In addition, the solution allows you to quickly adapt advertising to market trends and seasonal changes so that brands always remain relevant to their audience. With Creative Craft, business can optimize the cost of creating creatives and A/B testing, and direct free resources to the most important tasks, "said Svetlana Drugova, Product Director of Hybrid.

Creative Craft is recommended to be used in conjunction with another Hybrid Platform solution - Creative Optimization. So, first, with the help of Creative Craft, many different creatives are created, which are then loaded into the advertising campaign. Creative Optimization, in turn, determines the most conversion of all options, freeing the advertiser from the need for manual analysis. Sharing tools allows you to increase the effectiveness of advertising campaigns by an average of 20-30%, and advertisers to see the effectiveness of each creative.

Adding Creative Optimization

Hybrid has developed technology to determine the most conversion creations using ML - Creative Optimization. The company announced this on November 22, 2024.

Creative Optimization allows advertisers to increase the performance of advertising campaigns and optimally allocate budgets.

Creative Optimization is a technology for automated analysis and prioritization of creatives to increase the effectiveness of advertising campaigns. The user launches ads with a set of creatives, for example, banners or videos, and the system analyzes them according to the selected parameters and shows the most relevant of them.

Advertisers can choose to optimize at the level of the entire advertiser or for a specific campaign. Depending on the setting, for example, by clicks, conversions or other events, the system determines the most effective banners and automatically prioritizes them at the show. So, if a banner with a cashback offer for purchases shows the best CTR, the system more often demonstrates it as part of an auction.

Creative Optimization helps you avoid manual optimization, which reduces time and allows you to take into account all the necessary parameters. Thanks to this technology, advertisers will be able to conduct more A/B tests and quickly find effective banners for a certain audience.

Creative Optimization can be used in conjunction with another Hybrid Platform solution, Creative Craft, which is available in beta. It automatically generates variations of banners based on downloaded ones with the ability to save key elements and an advertising message.

So, first, Creative Craft creates many different creatives that are loaded into an advertising campaign, and Creative Optimization takes over the definition of the most productive of them. In this case, the user does not need to manually analyze the effectiveness of each announcement. Working in the complex, the products help advertisers optimize the cost of creating creatives and A/B testing. As a result, they will be able to direct funds to the most effective advertising solutions.

We constantly strive to create products that allow users to make working with programmatic advertising simple, convenient, but no less effective. Creative Optimization eliminates the need for advertisers to manually analyze the results of the RK. With the help of machine learning, the system itself will determine the most effective ads and increase their impressions, thereby allocating the budget only to those ads that bring results to the business, "said Svetlana Drugova, Product Director of Hybrid.

Custom Metrics Creation Function

The AdTech ecosystem, Hybrid which specializes in high-tech developments in the field, Internet advertizing has added custom metrics to Hybrid Platform. This will allow customers to create individual calculations for each advertizing campaign, as well as track KPI in their personal account. The company announced this on October 28, 2024.

The creation of custom metrics may be required for clients whose RKs run entire commands consisting of, for example, analysts, byers and account managers. This function may also be required when an advertising agency is marketing. So, in particular, they will be able to count metrics regarding the mutual settlement of the agency and the client.

Thanks to the development, Hybrid Platform users will be able to create metrics through formulas that are not on the platform. For example, calculating the conversion cost for two events or calculating the margin. You can collect a custom report with such indicators both based on the results of the advertising campaign and during its work.

Custom metrics are created using formulas in Hybrid Platform. Platform users can create both general formulas and individual ones for each advertising campaign. In total, more than 50 metrics were developed for internal KPI advertisers.

The ability to create custom metrics saves our customers time. In the absence of the required metric, you no longer need to wait for its development - all the formulas for creating them are formed by the user right in the console. Individually created key figures allow you to get the necessary calculations in real time and simplify the analytics of advertising campaigns. For example, now you can calculate not just the amount of all purchases, but the amount of purchases that were made by a person for the first time. You can also now find out the number of installations of the mobile application without taking into account the users who subsequently deleted it. All calculations are carried out in Hybrid Console and customers will not need additional tools for analytics, "said Svetlana Drugova, Product Director at Hybrid.

The company plans to add the ability to run ML under formula values ​ ​ to Hybrid Platform and add them to automated rules for custom metrics.

Ability to record conversions separately

Hybrid has added the ability to separately record conversions to its platform for launching programmatic advertising. This feature will allow you to more deeply analyze the data of the advertising campaign, as well as see what events occur in it. The company announced this on September 18, 2024.

Hybrid Platform is an Ad-Tech ecosystem that allows you to fully build a programmatic infrastructure for self-running ads, which provides reduced operating costs and complete integration without data loss.

The Hybrid Platform ecosystem consists of several tools for planning, launching and analyzing campaigns: Hybrid Insights has strategic planning available for the volume of future marketing campaigns, in Hybrid Console - Optimizes, quickly launches, and manages ad campaigns across all devices, and Hybrid Reports provides detailed real-time analysis and reporting of campaign results.

Prior to the Hybrid Console upgrade, customers were only available to view the total number of conversions across all audiences that are in the ad campaign. This feature allows customers to individually read each action for different audiences. For example, you can divide users into those who just put the item in the cart and those who made the purchase, and separately calculate the conversion for each group.

This will allow customers to more efficiently optimize advertising campaigns and get more accurate results.

The ability to separately count conversions will be available to all our customers after the Hybrid Console update. This separation will allow you to obtain more accurate information for each action performed by the user. This will help you see how well each of the stages of the sales funnel works and optimize them if necessary, "said Svetlana Drugova, Head of Product at Hybrid.