It\u2019s no secret that creative has lagged behind marketers\u2019 ability to optimize media campaigns. Turns out that some of the delay derives from creative agency business models.<\/p>\n

To David Moore, President of WPP Digital & Chairman of its Xaxis unit, it comes down to being able to pull as many levers as possible for clients.<\/p>\n

\u201cWith the advent of dynamic creative optimization, it\u2019s another lever for us to pull,\u201d Moore says in this interview at the recent Beet.TV Leadership Summit titled Outcomes and presented by Eyeview<\/a>. \u201cWe have found that when you are tailoring ads on the fly for a particular user or group of users, that performance normally increases almost every single time.\u201d<\/p>\n

Asked what is holding back the advance of dynamic creative optimization\u2014the ability to tailor ads on the fly to make them most relevant to particular audiences\u2014Moore points to traditional business practices.<\/p>\n

Companies like Eyeview benefit from media agencies adding an incremental CPM onto a media buy, harness dynamic creative optimization \u201cand are getting a very fine return on investment,\u201d according to Moore<\/a>.<\/p>\n

Contrarily, creative shops have tended to be time-and-materials focused. As a result, they don\u2019t have budgets to fund such incremental media buys.<\/p>\n

\u201cI think they have to reexamine their business models and embrace the data that comes from utilizing dynamic creative optimization,\u201d Moore explains.<\/p>\n

So will the advertising industry ever re-bundle creative and media assets, which became separated in the 1990\u2019s as a result of marketers awarding their creative assignments to one agency and media to another?<\/p>\n

\u201cIt\u2019s a good question and I think with the advent of digital, the whole value chain has become blurred,\u201d says Moore. \u201cYou have a lot of people intruding on parts of the value chain that were historically parts of an advertising agency.\u201d<\/p>\n

Now, every big digital media company has a creative group not only for internal purposes but also for ideation of creative themes that are pitched directly to brands. As a result, agencies often buy what\u2019s already been created.<\/p>\n

In the addressable television space, Moore envisions creative and media shops working closely together: creative figuring out the \u201cright\u201d ad and media deciding who the \u201cright person\u201d is to target with it.<\/p>\n

\u201cIn the future, it\u2019s going to be video advertising coming together in real time and tailored to a particular user or group,\u201d Moore concludes.<\/p>\n

Interviewing David Moore\u00a0for Beet.TV was Rebecca Lieb<\/a> (Conglomotron).<\/p>\n

This video is part of a Beet.TV leadership summit<\/a> on\u00a0video outcomes presented by Eyeview. \u00a0 For more videos from event, please visit this page.<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s no secret that creative has lagged behind marketers\u2019 ability to optimize media campaigns. Turns out that some of the delay derives from creative agency business models. To David Moore, President of WPP Digital & Chairman of its Xaxis unit, it comes down to being able to pull as many levers as possible for clients. […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6256],"tags":[5286,5314,3861,4152],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44856"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44856"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44856\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44856"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44856"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44856"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}