The new frontier in programmatic advertising is a creative one.
Message relevancy allows advertisers to combine the sophisticated targeting in their digital media buys with creative concepts that speak precisely to each targeted group. And through creative optimization, advertisers can test, learn from and optimize campaigns for performance gains of 30-50%.
Customizing creatives for programmatic media sounds great but, by and large, these customizations are all too often, well, not very creative.
To claim right person, right message, many advertisers draw from the same well of basic tactics—strategies like those that modify creatives based on simple geographic or weather data.
If using weather data and city names in ads is what data-driven advertising means to you, you’re taking the statement way too literally. Just because an ad knows it’s hot outside doesn’t mean that the conveyed message is any more compelling to a consumer. We can use ad tech to streamline and automate a lot of our work but we’re still marketers. Our ads ultimately require human finesse to change the feelings, opinions and behavior of human beings.
Effective creative relevancy helps advertisers connect with consumers by providing a positive influence on a consumer’s perception. This effect helps advertisers shape a consumer’s thoughts, feelings, and opinions.
So let’s talk about a creative process for people, not robots. Let’s talk about a process for data-driven campaigns that are full of heart, soul and, most importantly, humanity.
We will dig into creative tactics for programmatic soon enough but first we must build a strong creative strategy to serve as our foundation.