creativity is technology’s best friend

Using technology to drive results for brands is nothing new: for a while now advertisers have capitalised on smart algorithms to optimise campaigns towards a desired goal. Crucially however, the creative element of the equation has always been overlooked.

A common approach in the digital space has been to produce a limited set of creative assets such as a thirty second TV ad and a rich format to host it. The media schedule and targeting would be optimised to deliver the desired result, ranging from user engagement with the video to more action orientated goals.

Naturally, such optimisation continually narrows the media and targeting parameters until the campaign ends, resulting in many of the original audience being funnelled out and left unexposed to the brands messaging. On the surface that approach can work if the campaign results are strong – but this approach does mean that brands are casting aside potential Customers.

One of the many advances programmatic technology is bringing to the brand space is the centralisation and control of data. For years brand advertising budgets have been split across multiple sites and networks meaning it has been difficult to understand how often a user has been exposed to the brand’s messaging and what impact the creative has made, creating gaps in understanding for brands to continue any dialogue with the user.

As brand advertising becomes increasingly part of the programmatic strategy, advertisers will have much greater ability to deliver informed messaging. This could be powered by existing customer data or an understanding of the user’s exposure to and interaction with the brand creative so far, helping with the ongoing task of engaging and converting the user. For example, if an advertiser knows that a user has chosen to engage with a brand message but has only watched thirty seconds of their sixty second video creative, it makes sense for any follow­ up messaging to focus on some of the key information that they missed.

It’s when creative, media, data and device are considered equally that the results can be staggering. The industry has seen a gradual decline in users responding to display advertising, which with the quality of ads being presented is unsurprising. However, as brands and agencies adopt creative, tech­informed approaches, engagement rates are rising.

The impact technology is having on brands’ creative output is only just beginning. In the coming months and years we will see budgets become more centralised, the market become more transparent and, as a result, clients will become increasingly confident about investing a proportion of their brand budgets into digital branding in line with the increasing time their customers are spending in front of digital screens and devices.

As budgets continue to increase, creative agencies will start to plug in and understand how they can produce creative work that is relevant, interesting or entertaining based on real time data. Technology will empower them to respond in real time by adjusting creative on the fly and producing a broader range of assets that can be used to drive truly creative optimisation.

Originally published on The Wall Blog – http://wallblog.co.uk/2015/06/09/technology­creativitys­best­friend/#ixzz3fOVDooPI

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