Brands, And Now Publishers, Must Get The Message About Programmatic Creative
As we hyper-target, we can’t forget to hyper-message.
While programmatic has revolutionized the way media is transacted over the past decade, we have yet to see the same transformation in creative. With an industry fixated on the right audience, place and time, we must also focus on how programmatic can deliver the right message.
For brands, it can mean data-driven executions that drive performance and customer relationships. For publishers, it’s an opportunity to enhance relationships with both their audiences and advertisers.
Programmatic creative can consist of several elements of creative development. In its broadest definition, programmatic creative applies programmatic solutions and best practices to the creative process.
There is, of course, dynamic creative optimization, where creative assets can be quickly assembled into multiple ad formats and messaging, based on data or machine learning, and measured in real time…(read more)