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Creative, properly informed by data and delivered programmatically

AudienceScience

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June 1, 2016 | 4 min read

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Across the digital land, the titan technology has stomped around demanding our attention, while the other titan, creative, has laid dormant. However, it has begun to stir and what started as a murmur, is now a pronounced rumble. Titan creative has awakened and is making its way back up the mountain.

Creative data

Technology and innovation have done wonders for advertisers, creating new and exciting ways for marketers to get their message to their audiences. The constantly evolving tech ecosystem has produced powerful tools that have taken our industry to the next level, but has also created new obstacles. The automated and real-time nature of programmatic, while an incredible leap for the industry and an important step in advertising’s evolutionary ladder, has also created a loop hole for ill-intentioned fraudsters and lazy marketers to pollute the space. Poorly targeted, subpar ads are a nuisance. Consumers have become so aggravated by being followed around by the same ad for that pair of shoes they bought five weeks ago that when asked ‘Hey would you be interested in installing an ad blocker?’ they jumped at the idea.

With the sole focus of chasing revenue, more and more the poor quality of the content and creative has reared its ugly head. We lost our way and are now paying for it… literally (combatting fraud is costly). Ad blocking is disrupting the ecosystem and is not only costing marketers but publishers and ad tech companies as well. If this continues, consumers will suffer the loss of some of their favorite content because they fail to see the value exchange that advertising offers them.

While this is all alarming, many have expressed a more positive outlook. The recent backlash against digital advertising has revived something very basic across our ecosystem: the focus on quality creative and content.

Now that the quality of creative is getting its due attention, there is another important layer being discussed in regards to how that creative is actioned on. After all, good creative is great, but if it is served to bots, the wrong audience or not seen at all, what is the point?

This is where data, and specifically programmatic, come back into play. What many considered the downfall of creative – programmatic – may actually be its biggest ally. Creative that is properly informed by data, can reach the appropriate (human) audience in real-time and can add value via relevancy to the consumer is the ideal goal and can only be made possible when the two titans work together.

This is an exciting time in the ad space. The shift to mobile and video has provided exponentially more vehicles to transport brand messages. Coupled with the renewed focus on creative, informed by data, delivered programmatically, this makes for a very promising outlook. We are quite invested in this topic at AudienceScience and have commissioned The Drum to help create a whitepaper highlighting the views of various industry leaders. Look for your copy at this year’s Cannes Lions Innovation Festival.

Laia Pescetto, Marketing Manager, AudienceScience

Tel: 1 646 443 2310

Email: info@AudienceScience.com

Web: AudienceScience.com

Twitter: @AudienceScience

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