creative programmatic

Video ads: if you’re demanding attention you’re doing it wrong

Attention spans are evolving, and by that I mean they’re shrinking. 

Halfway through writing that sentence my phone dinged and I saw a tweet pop up that looked quite interesting.

15 minutes of internet rabbit hole-diving later and I remembered I was supposed to be writing a sentence.  

I’m not alone in this, and one of the talks at our Creative Programmatic event last week that particularly interested me was from Innovid’s Tal Chalozin, who was there to discuss how video advertisers can cater for the modern-day online attention span. 

How O2 achieves creativity through data

Some people seem slightly alarmed by the rise of automation in marketing.

Is it the first step towards all of us being replaced by robots that will eventually enslave humankind and force us to oil their joints until the end of time?

While that might have been a lame attempt at a joke, it is actually very relevant to the Creative Programmatic event I attended yesterday, which was all about how this largely automated channel needn’t spell the end of human creativity in marketing. 

Creativity in programmatic “should not be an afterthought”

Programmatic advertising goes far beyond data and automation.

Our Creative Programmatic event is coming up on 2 March and we caught up with two of the speakers at the event, O2’s Head of Digital Excellence, Nick Adams, and TUI’s Head of Media, Sammy Austin. 

Between them they discussed some of the biggest emerging trends and challenges in programmatic, and offered their opinions and advice on where creativity fits within this channel.

Has Programmatic Advertising killed creativity in marketing?

Programmatic advertising is currently one of the most talked about channels in digital marketing. 

Econsultancy founder Ashley Friedlein mentioned it several times while discussing his top digital trends for 2016.

It has become a hot topic as, although there’s a general sense that it’s an effective marketing channel and one worth investing in, many in the industry also struggle to understand how it works.

How to embrace creativity in the programmatic age

If taking the lead on trends is part of your brand identity, then it follows that Topman should offer up a crop of fresh ideas in its creative strategy as much as on its shopfloor.

Last year, while it proffered cool military and camel styles to its sartorially conscious customers, Topman applied a creative programmatic strategy to the big fashion trend of khaki.

It shot the khaki look onto five different models, each of which matched to one of the brand’s five different types of customer.