While the role of media agencies in telling advertiser\u2019 stories continues to evolve, storytelling alone is not enough to move the needle. OMD<\/a> uses both homemade and acquired technology and platform partners \u201cto actually build stories, not just tell stories,\u201d says Chief Digital & Innovation Officer Doug Rozen.<\/p>\n

\u201cThe creative agencies are fantastic at telling stories. But stories just being told isn\u2019t enough anymore,\u201d Rozen<\/a> adds in this interview with Beet.TV. \u201cWe see our job as story builders as much as the story telling still needs to happen.\u201d<\/p>\n

Creative versioning has long been based on campaign performance, as in \u201cWe\u2019re seeing the red ad perform better than the blue ad. But what we\u2019re also able now to overlay is audience understanding.\u201d<\/p>\n

The combination of data and technology facilitates amending creative \u201cto be more bespoke to the situation that the consumer is in,\u201d says Rozen. \u201cNot just is red better than blue, but this call to action is going to resonate better because we believe that we\u2019ve seen certain actions or indicators prior that allows us to optimize.\u201d<\/p>\n

Asked whether creative versioning is more suited to niche or broad targeting, Rozen says, \u201cIt can scale fantastically because a lot of what we\u2019re talking about is technology driving this.\u201d<\/p>\n

With the role of creative agencies being to create assets, as those assets are developed technology \u201callows us to deliver this type of thinking at scale. More and more of our clients are looking for this type of advantageous way of connecting with consumers.\u201d<\/p>\n

Rozen doesn\u2019t believe in a world of end-to-end, one-to-one personalized ad messaging. To him, it\u2019s less about the medium and more about the format and using tools and technologies to drive more personalized stories.<\/p>\n

\u201cWe don\u2019t have to just serve one ad to all people. We can now get more granular. I don\u2019t think all brands at all times need to be one to one. I think that has its place and it\u2019s not for everyone.\u201d<\/p>\n

Alternatives include \u201cone to many or one to fewer or one to some. It doesn\u2019t always have to be one to one, but it also doesn\u2019t have to be one to all, either.\u201d<\/p>\n

This video is part of The Road to Cannes, a preview of topics to be addressed at Cannes Lions. The series is presented\u00a0by the\u00a0FreeWheel Council for Premium Video<\/a><\/em>. For more videos from the series,\u00a0please visit this page<\/a>.\u00a0 FreeWheel is a Comcast company.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

While the role of media agencies in telling advertiser\u2019 stories continues to evolve, storytelling alone is not enough to move the needle. OMD uses both homemade and acquired technology and platform partners \u201cto actually build stories, not just tell stories,\u201d says Chief Digital & Innovation Officer Doug Rozen. \u201cThe creative agencies are fantastic at telling […]<\/p>\n","protected":false},"author":17,"featured_media":52528,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7262],"tags":[5267,4511,6144],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/52526"}],"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=52526"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/52526\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/52528"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=52526"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=52526"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=52526"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}