DorisRon
Member
Experts predict that the volume of programmable advertising in 2017 will reach $ 33 billion. So great prospects open for the advertising community, but many creative agencies and marketers can not assess the opportunities provided by new programmatic. In order to uncover the full potential of algorithmic buying you need a creative mind. Let's learn how to integrate automation and creativity.
A three-step approach, which is discussed below, is needed to seal the union of creativity and programmatic buying.
We need to start thinking about programmatic in the context of creativity
The development of the technology of algorithmic advertising buying, which has recently radically changed the marketing process, is no doubt liked by venture capitalists, but it also spread panic among the creatives. Well, who wants to be ousted from the market by some kind of "artificial intelligence"? However programmatic should be regarded as the next logical step in the evolution of advertising. It is not a threat but an opportunity to move to a new, higher level.
If you do not provide a competent creative approach to the creation of advertising for a targeted audience, RTB and programmatic can not be called effective. All you need is a clear strategy and relevance of creativity that will not annoy the user.
Planners of creative agencies need to change the mindset and approach to work
When it comes to the determining factors in the process of creative planning, we show ourselves as obstinate maniacs. We try to do everything in order to define the target audience of the brand, creat single-minded proposition and find out what is the key advantage of the brand. This approach has always been imperfect, and all of the above could not answer the question what stimulates business. But the planners had to use different methods, because it was extremely difficult to reach different audiences.
With algorithmic buying all of these problems will automatically disappear. As planners, we must humbly accept the fact that the data obtained through programmatic, may determine the needed segments and insights, which we had not even suspected.
So what is "programmable thinking?" Ben Plomen, vice president of marketing advertising programmatic platform Chango, calls it "a willingness to revise the strategy of advertising campaign." You have to trust the technology to open new markets without any damage and plan a campaign so that the formation of insight was no less important than the achievement of goals.
Creatives need to understand what opportunities are opened with programmatic
Plomen says that programmatic is more than just a retargeting. This is an opportunity to get customers of your competitor, provide additional services to existing clients and find absolutely new audiences.
Creatives can learn all this without relying on such formats as banners, which can not ensure high engagement metrics. Video ads, advertising in social networks, as well as native advertising can also be programmed. The main task of the people responsible for creativity in programmatic is the so-called "long-term ideas," and "streaming advertising."
Finally, creatives need to understand that programmatic does not reduce, but reinforces the value of wit, humor, irony, reverse psychology and skill to surprise. We can apply one of the best posters of the twentieth century, a legend invented by the British copywriter David Abbott, to the situation with algorithmic buying:
"I never read the Economist» - management trainee, aged 42.
Do not believe, if someone tells you that you can not think creatively in programmatic. The only thing that hinders us is we.
A three-step approach, which is discussed below, is needed to seal the union of creativity and programmatic buying.
We need to start thinking about programmatic in the context of creativity
The development of the technology of algorithmic advertising buying, which has recently radically changed the marketing process, is no doubt liked by venture capitalists, but it also spread panic among the creatives. Well, who wants to be ousted from the market by some kind of "artificial intelligence"? However programmatic should be regarded as the next logical step in the evolution of advertising. It is not a threat but an opportunity to move to a new, higher level.
If you do not provide a competent creative approach to the creation of advertising for a targeted audience, RTB and programmatic can not be called effective. All you need is a clear strategy and relevance of creativity that will not annoy the user.
Planners of creative agencies need to change the mindset and approach to work
When it comes to the determining factors in the process of creative planning, we show ourselves as obstinate maniacs. We try to do everything in order to define the target audience of the brand, creat single-minded proposition and find out what is the key advantage of the brand. This approach has always been imperfect, and all of the above could not answer the question what stimulates business. But the planners had to use different methods, because it was extremely difficult to reach different audiences.
With algorithmic buying all of these problems will automatically disappear. As planners, we must humbly accept the fact that the data obtained through programmatic, may determine the needed segments and insights, which we had not even suspected.
So what is "programmable thinking?" Ben Plomen, vice president of marketing advertising programmatic platform Chango, calls it "a willingness to revise the strategy of advertising campaign." You have to trust the technology to open new markets without any damage and plan a campaign so that the formation of insight was no less important than the achievement of goals.
Creatives need to understand what opportunities are opened with programmatic
Plomen says that programmatic is more than just a retargeting. This is an opportunity to get customers of your competitor, provide additional services to existing clients and find absolutely new audiences.
Creatives can learn all this without relying on such formats as banners, which can not ensure high engagement metrics. Video ads, advertising in social networks, as well as native advertising can also be programmed. The main task of the people responsible for creativity in programmatic is the so-called "long-term ideas," and "streaming advertising."
Finally, creatives need to understand that programmatic does not reduce, but reinforces the value of wit, humor, irony, reverse psychology and skill to surprise. We can apply one of the best posters of the twentieth century, a legend invented by the British copywriter David Abbott, to the situation with algorithmic buying:
"I never read the Economist» - management trainee, aged 42.
Do not believe, if someone tells you that you can not think creatively in programmatic. The only thing that hinders us is we.