Programmatic advertising is taking an increasingly large proportion of advertisers’ budgets. However, the creative side of our industry appears resistant to it.
ISBA has raised concerns to The Drum that many of its members are worried that their agencies are not up to speed with programmatic creative. The Drum believes that until the creative industry embraces programmatic, its potential won’t be fully realised.
The Drum, in association with Turn – the digital hub for marketers – brought together creative leaders from brands and agencies at a roundtable summit to create a vision for change in this area.
The aim of this report is to stimulate debate and conversation among both individuals and companies about how to bridge the gap between ad creatives and the programmatic industry. The report outlines the top eight focus areas to achieve this change.