Meet the self-assembling ad of the future
May 26, 2015
While digital marketing technologies have transformed the ability of brands to reach consumers at ever increasing levels of specificity, the actual creative being delivered has often lagged behind.
Brands have generally addressed this in one of two ways – either use the same general creative across a variety of different audience situations or go through the laborious process of creating thousands of different creative pieces corresponding to a multitude of targeting instances.
Enter “programmatic creative,” aka the self-assembling ad of the future. Programmatic creative addresses the fact that while there are nearly endless permutations for relevant advertising, there is not, in fact, a virtually limitless pool of creative to deliver. With programmatic creative, ads self-assemble at run time using a mix of artificial intelligence and machine learning to determine what creative elements (images, copy, messaging, etc.) to use.
During Cannes Lions, Xaxis will examine programmatic creative from both a conceptual and practical standpoint, providing attendees with a guided tour of this new frontier in creative execution. Through an interactive demo, we’ll also demonstrate how these ads are made and discuss the exciting opportunities for self-assembling ads both now and in the future.