Magazine article Marketing

Frontline: Bringing Creativity Back

Magazine article Marketing

Frontline: Bringing Creativity Back

Article excerpt

Tech advances are increasing flexibility in programmatic ad-buying, writes Tom Sturman.

Digital media buying has been transformed by programmatic's evolution The proof is in the stats - annual global spend was projected to reach dollars 21bn and almost half of UK digital display ads were estimated to have been bought programmatically during the course of 2014.

Programmatic has been criticised for not offering the same levels of creativity as direct buys - but technology is changing this.

Marketers are now empowered to deliver advertising at scale, and advances are allowing creativity to be re-introduced into every campaign - including those served programmatically.

The three key advances I believe are helping marketers in this respect are as follows.

The first is dynamic creative. This enables the use of a unique layout and message for each user based on consumer insight, previous interactions and external factors such as location. It delivers personalised, relevant content at scale.

Another development is the availability of expandable ad units for programmatic. This provides more advertising space than standard display ads and can include rich-media features, such as video, to better engage users.

A seamless brand experience, regardless of device, is also now possible thanks to technological advances. This means one creative can be optimised for a variety of formats - eliminating the cost of producing different versions.

We recently combined several of these techniques to promote the European Poker Tour - the world's richest and most popular series of tournaments of its kind - working with technology provider Sizmek. …

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