Advertising Technology Advertising Technology, business, Interview, Opinion | March 3, 2016

Insight and Intelligence – Creative Agencies

It feels like there is a disproportionate amount of focus on figuring out how programmatic can help the challenge of who to target as opposed to what insights can help determine engage audiences. The value of media insight that can be drawn from programmatic has the ability to really move the needle when it comes to data informed creative strategies.

Lee Puri, Co-Founder, Media iQ speaks to David Reed of Data iQ in their Insights & Intelligence column

Read the full article in Data iQ – Spring 2016

dataiqlogo280

Lee Puri - Co-Founder, Media iQ
Lee Puri Co-Founder, Media iQ

Creative agencies are well-placed to bring their understanding of how to effectively engage audiences. Lee Puri, founder of analytical technology company Media iQ, says: “Creative Agencies have got a huge opportunity right now to start making inroads into programmatic, bringing their creative strategies to the fore.”

“Imagine if relevant, targeted creative was being used in programmatic, rather than where things are at now, where many advertisers are using standard or generic formats and imagery,” says Puri “It seems a shame to spend a lot of time taking insights into the business to understand the customer and how to target their behaviour, then serving up a standard ad. That is a missed opportunity.” It feels like there is a disproportionate amount of focus on figuring out how programmatic can help the challenge of who to target as opposed to what insights can help determine engage audiences. The value of media insight that can be drawn from programmatic has the ability to really move the needle when it comes to data informed creative strategies.

It is already obvious from digital ad metrics that, however much effort is put into targeting, only a tiny proportion of ads gets attention and action. Regardless of where they appear in a browser, app or game, there still needs to be something compelling about the message or how it is presented in order to drive engagement. That is what Puri calls “the secret sauce” which is currently missing.

“Creative hasn’t been completely overlooked, but that final 20 per cent of efficiency improvement isn’t going to be made by programmatic, I think – it will come from creative. But not if agencies haven’t embraced it. I believe one or two will start to take this view and recognise it is an opportunity,” he says. Programmatic can be used to inform businesses with insights to help solve media and ultimately business challenges. This insight falls short when it comes fully informing on creative executions in my opinion. Creative agencies by their very nature are in an excellent place to exploit this opportunity. Creative agencies use of programmatic technologies to help inform creative executions could be a winning formula.

Comments

Leave a Reply

Your email address will not be published. Required fields are marked *