Advertisers love the sexy “big idea” for creative branding campaigns.
And therein lies the fundamental aversion to getting down into the detail and considering the potential advantages offered by data.
As we know, programmatic technology has created a new industry and, consequently, had a major impact on the entire value chain between advertiser, agency, tech provider and media owner.
No one has been immune to this disruption – where attention has been almost solely focused on the automation of buying and selling, and how data and analytics are utilised.
Marketers believe that personalisation is the most important capability for the future of their trade, according to a survey by Adobe.
So what can it deliver?
The digital industry needs to do a better job of educating people about how advertising funds the free online services they heavily rely on in their daily lives.
Saying you do dynamic ads is like saying you do digital advertising. There are many different types and strategies for each.
In the future, all ads will be dynamic in nature, so you need to know what you’re doing and what makes sense for you.