Creativity in a World of Data: Learning for New Adtech
In a climate of ever-increasing regulatory pressure, and with the impending future of a cookie-less world, it is important that we in the digital advertising industry review our relationship with data and evaluate how we can improve on our understanding of this deep and complicated resource. That is why understanding of Creativity in a World of Data: Learning for New Adtech is important.
The introduction of GDPR and the ICO’s recent focus on data compliance has made the processing of data in digital advertising an extremely important and increasingly complex operation. As we move away from the intricacies provided by third-party cookies, how can we ensure that digital marketing remains relevant to consumers?
Creativity is the cornerstone of any successful advertising campaign, but in the world of data, how can we utilise our minds to improve the effectiveness of our data-driven campaigns?
How has the role of creative thinking changed in a data-driven world?
“Consider the popularity of the Budweiser Frogs, Coca-Cola’s Holidays are Coming campaign, or the Old Spice guy – all commercials that were the result of excellent creative thinking. Now imagine letting those types of creative minds refine and customise their ad messages to be more relevant to specific user groups and the content around them, so they are personalised and contextually relevant. With a wealth of data at their fingertips, modern marketers are engineering their messages in increasingly relevant ways. This helps them maximise media spend and create memorable advertising that breaks through the noise. Data-driven creativity provides insight that influences the creative process from start to finish.”
Ben Geach, senior director, global product strategy, Oracle Data Cloud
"Programmatic brings an entirely new dimension of efficiency, targeting and accountability to media allocation and analytics. Data is becoming increasingly important to media buyers to not only ensure the effectiveness of their campaigns, but also to maximise the efficiency of their supply paths. For example, as advertisers and agencies engage in supply path optimisation, many are building out data science and analysis capabilities within their teams to creatively leverage the available data sets to make smart business decisions. The traditionally ‘right brain’ advertising industry has had to embrace more ‘left brain’.”
Emma Newman, chief revenue officer, EMEA, PubMatic “There have historically been two major questions marketers seek to answer; one, who are my customers? Two, When I find them, what do I say? As an industry, we’ve made leaps forward on the first question in the last decade. The next decade will be about answering the question: Given what I know about what you care about, your mindset and context, what do I want to tell you?” Ari Lewine, co-founder and chief strategy officer, TripleLift
“Advertising used to solely be about creativity and content. Then, marketers realised the medium was just as important as the message, which ushered in the age of media planning and investment. Soon after came digital advertising and precision targeting, making performance marketing the norm. Now, it’s our job to provide a better foundation for businesses to develop compelling messages, and better technology for marketers to engage consumers and measure performance. Our most recent relevance report found that campaigns with one or two creative executions drove greater relevance and stronger reactions. This can only be amplified with data, which allows us to be even more intentional about the consumers our advertisers reach and ensure that audiences are receiving the most relevant messaging possible. Some of the most creative approaches we’ve seen in programmatic deployment have been centred around data driven insights. Data fuels creativity as opposed to living in a silo.”