Bridging the Data/Creative Divide
A recent report from Appnexus states that 97% of programmatic campaigns lack a targeted creative for each audience segment, which means that a majority of creatives are generic and untailored to each audience segment.
So then how can you keep the creative spark alive in a data-driven world? This was the central thought of the panel hosted by Joe Kowan, EVP Strategy and Product at Media iQ along with three other industry experts, Amy Avery, Chief Intelligence Officer, Droga5, Jessica Spaulding, Head of Marketing Strategy and Creative, Pepsico, and Evan Hanlon, Strategy and Platforms at GroupM.
Data can tell you what your target audience wants, feels, and does. It can illuminate how your customers interact with your products and services, and provide guidelines for development. But if your creative isn’t right then you are missing out on making important business decisions or even reaching the right people.
So what are the best practices of incorporating data with creativity?
Firstly, both the data analysts and creative person should speak the same language and understand the context in which the ad is being served. While AI can build a persona based on various machine learning applications, only data can truly unveil the human who is interacting with the ad.
In order to create a more compelling user experience across audiences, brands and advertisers need to strategically incorporate their targeting capabilities into their messaging. Personalized, data-driven creative will ultimately enable marketers to deliver hyper-relevant messages tailored to the right viewers at the right time. And for that to happen, agility and context need to be incorporated into the whole process of data and creativity from the brief stage itself.
What’s the best way to workaround data overload?
By combining your first, second and third party data, brands and agencies can build custom audience segments and glean insights about each audience segment to generate a data-driven creative and overall marketing strategy. By serving these creatives to the audience segments, marketers can then target ads more precisely, achieve message relevance, and customize creatives that resonate better with each audience segment.
Watch the highlights of the “Keeping the creative spark alive in a data-driven world’ session here-