But two ad tech executives speaking at Beet.TV’s Chicago programmatic video ad summit said algorithms can serve creatives, too – if creatives let their output be subjected to efficiency testing.
“I haven’t seen a dynamic solution that creative-tests dynamic creative,” said Starcom digital media director and SVP Tracey Paull.
“We need to go back to partners like our creative testing partners and get them to really figure out dynamic creative testing, so that the same principles we’re using at television and all the other places, we can actually then apply to get smarter creative.”
TubeMogul CEO Brett Wilson echoed Paull’s views, adding: “The promise of programmatic is it streamlines everything. To the extent that you are going to multi-variant test different pieces of feedback, you can get really quick feedback.
“It’s pretty easy for someone at a media buying agency to load in different creatives with that exact same media and audience objectives, measure what’s working in real-time and optimize. In practice, that doesn’t happen enough.”
]]>That’s according to the products and services VP of Publicis’ VivaKi digital group, Kurt Unkel.
“One of the fund challenges in the space is: ‘Is marketing an expense or is marketing an investment?’,” Unkel told Beet.TV’s Chicago programmatic video advertising summit.
“For certain types of vertical clients, it’s really clear how marketing is an investment – a dollar in is getting me five back … other clients don’t have a metric of that nature, a dollar out is a dollar out.”
For programmatic ad vendors, then, Unkel says a key consideration is: “How do I get to a measurement case that speaks to an ROI where clients realise a dollar here is dollar five there
“For clients that have that notion of an investment … they’re off to the races and doing amazing things.”
Unkel’s comments came as VivaKi’s operator, Publicis, agreed to merge with rival Omnicom, creating a holding company with a $35.1 billion market cap. AdExchanger speculates that the two groups might merge their Accuen and Audience On-Demand trading desks, which Forrester analyst Joanna O’Connell says says will continue becoming more integrated parts of their agency owners despite the deal
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