“The distribution channels have changed so dramatically and we need to look at content in a different way,” he says. In the past marketers could build creative with a “wonderful” long shelf life. That’s no longer the case. Now, the demands on creative agencies are even tougher because the focus is volume along with creativity, he explains. Speed, quality, and expense have become the watchwords in creating content.
Newer advertisers are learning that if they want to hold their position as first movers they need to build brands, and that comes through top-notch creative, Weil adds. “If we can drive the dialogue around how to create value, then this is a growth industry,” he says.
Weil was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
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“Our job is to take creative and put it in the market. When we can be there from the very beginning of the process, the quality of the product we get is much better,” she says. Creative, however is expensive and the high cost opens opportunities for content partners to produce the creative and also for smaller creative agencies to land more work, Reed adds.
The business of a creative agency is shifting these days, given the focus on programmatic and targeted buying. Ideally, a creative partner should be able to work with the technology partner to weave together a variety of creative options that can be delivered to different audience segments, she said. “The creative agencies need to shift how they work. If your agency isn’t excited about getting those audience segments and using them to your benefit, I question whether the agency is there to drive your business or to put awards on their walls.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
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“There are nuances to each platform. Take Instagram. It’s a photographer’s medium, and it’s not a place to put coupons, but some brands put coupons there,” he says. Understanding the platform will allow brands to deliver better creative to each channel. Likewise, brands need to use the data available to inform creative. When it comes to blending content with ads marketers should look at what they are creating, the platform they are creating for, and whether the ad is designed to entertain or to spread a message, among other factors. He expects programmatic buying will start informing TV creative soon.
“The amount of data we have is phenomenal,” he says. “We also need to create more engaging forms of content.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“Creative, that’s our biggest hole,” Xaxis’ north America MD Brian Gleeson tells Beet.TV. “We’ve spent so much money and time in creative for broadcast – we aren’t doing our part as an industry to look at adaptive creative for digital video. We’re (just) packaging up a 30-second spot. That’s something we certainly have to make strides in.”
Fellow panelists at Beet.TV’s annual executive retreat in Vieques, Puerto Rico, agreed.
“Telling stories across platforms hasn’t really been cracked,” said Nielsen agency solutions EVP Dave Hohman. “Stories have been really mono-media-focused – you need to develop stories that work across time and across platforms – I don’t’ see that anywhere yet.”
No wonder this is the case. As Gleeson said: “It’s a TV world and we live in it.” Last month, GroupM created Modi, a new unit dedicated to taking addressable video ads to addressable TV, hyper-local TV and interactive TV. But is there sign of a kick-back?
“When digital came along, creative was somewhat forgotten and it became a very mathematical, quantitative world,” said comScore chair and co-founder Gian Fulgoni. “I think we’re at the beginning of a change in that. The device a message is delivered on demands something unique. I think we might be at the beginning of a resurgence.”
]]>“Technology will catch up to the creative,” Real Media Group president Nicolle Pangis tells Beet.TV. “We’ve seen it in display, mobile, video – now they can all be bought programmatically.
“Some of the really compelling creatives cannot be bought programmatically – yet. Over time, I believe technology will catch up and be able to do less standard formats that are super-engaging.
“It will happen. Everything addressable will become programmatic. It’s just a matter of time.”
Pangis says the merger in Group M of data unit Xaxis with her Real Media “brings together the demand side with the supply side”.
Pangis was interviewed by Furious Minds CEO Ashley Swartz at Beet.TV’s TV Programmatic Summit, hosted at Xaxis and presented by Videology.
]]>This video was recorded at the Beet.TV programmatic video leadership summit sponsored by Videology, hosted by Xaxis at the London offices of GroupM.
]]>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.”
]]>“The task for creative teams is to become more involved with the creative upfront so they know there will be different treatments [for digital and TV],” he says. “If you do that from the beginning you aren’t retrofitting interactive assets on top of your TV spots.”
He urges creative teams to view digital video as an interactive medium and to build for that accordingly. “We look at coupling the creative assets with what the media team’s KPIs are to build a product that can support those visions and get the best results for the brand.” If a digital video ad is a repurposed TV spot, it often fares better with interactive elements in it, such as the chance to watch additional videos or longer videos. “The idea is to engage viewers and get them to hang out and learn more about the brand.”
Sanderson was a participant in a panel at Cannes Lion hosted by Tremor Video.
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