Programmatic technology focuses on the effectiveness of media advertising, but algorithmic buying also enables you to perform creative tasks. However, to achieve its potential, programmatic space needs to attract the attention of creative agencies.

In recent years, much attention of the business community is paid to algorithmic advertising buying. Usually, the discussions of clients, media agencies and technology providers, was twisted around opportunities of media advertising in the context of real time bidding (RTB) and targeting audience. But what about the creative agencies that help brands to choose the right direction and provide the assets used in the course of programmatic campaigns?

Today creatives consider algorithmic buying more as a limit of their creative potential, rather than as a new opportunity.

More recently, a programmable ad had to conform to the standard model or size to fit into the available inventory and to be effective in the framework of an automated process. Often, it was the common denominator, so it was very difficult to be creative in such restrictions.

But the situation changes radically since a richer inventory format, including video, is available today. Technology providers are introducing innovative products and services, and the introduction of new formats and technologies, in turn, opens up new possibilities and new types of storytelling.

High-tech advertising platforms enable you to synchronize the transmission of messages between different devices and provide algorithmic advertising buying through various channels.

For example, some systems may match mobile advertising with the ads, which are designed for TV. Just imagine - you can see the video on TV, and then conduct a virtual test drive of the car on your iPad.

Beacon Technology, for example, provides the most targeted advertising, encouraging consumers to buy directly in the sales area of the store.

Beacon technology involves the use of special beacons on the territory of the store that support multiple operating systems at the level of mobile applications. These beacons send push-notifications about new products, existing discounts, promotions, etc, through Bluetooth protocol to potential buyers passing by the store.

This technology has been tested by many retailers who experimented with clients by sending different messages depending on a part of the store they pass. This is very useful if the buyer wants to get information about the latest trends and current offers.

Imagine that you want to buy a new white shirt with buttons. If today you can see how the proposal "is pursuing" you during your daily web surfing, then tomorrow you can see the white shirt in a short video on the same character, who wears it under different scenarios - on the way to the office, talking with friends, etc.

Advertisements can take other raw data, for example, weather forecasts, and show you the advertising message, which will be displayed as weather in your city at a particular moment. Advertising messages can be made more interesting, but in order to develop the potential of programmatic for creativity, you need to overcome a lot of obstacles.

One of the advantages of algorithmic buying is efficiency. And the more time you spend on the conceptualization of your creative ideas, the worse it is for efficiency. At the same time efficiency gains outweigh the costs, but the arguments for this have to be very convincing to make market players pay more attention to this factor.

One article in Economist publication stated that there were only mathematics among young professionals employed in the New York branch of Mindshare. It is a very revealing story that talks about the future of advertising, as well as about the very need for algorithmic buying.

In spite of that, creativity will continue to be a major competitive advantage. Data and technology, as well as methods of their use will be crucial.

How do you develop creative strategies that consider a variety of audiences, provide the ability to send messages based on a variety of contexts (time, place, etc.), and optimize these messages for a long period of time? At the time of creation of the majority of agencies (creative, media or digital) it was not taken into account.

Today, many companies that deal with advertising technology, offer to develop your strategy and creativity within their service. However, in the future it should be the prerogative of the creative agencies that have to establish close relationships with media agencies and technology providers.

Algorithmic buying came on the market not just for a long time, but forever, that's why creatives should not give up the opportunities offered to them by programmatic. They will be able to achieve great results only if they try to understand the technology and collaborate with media agencies and technology providers.

In the end, powerful advertising can create a strong emotional connection with the user or consumer. Today's algorithmic buying does not do it, but market players are more than optimistic. Programmatic is still in its infancy and needs the support of creative people to develop its potential, about the depth of which today we can only guess.