Programmatic Platforms and Creative Development: How do we get in the same room?
For the past several years, the digital media industry has been touting programmatic as the way to marry data and media inventory to reach your audience in the right context. What’s been lost in this discussion? Creative Messaging, and how vital it is to influencing the performance of the campaign.
Creative and Media seem to constantly be at odds; usually, the media department gets included in the client conversation long after the creative has been completed. However, at the same time, creative is often left out of the conversation between the media department and the programmatic platform. So, while we wait for the digital media industry to move beyond the display banner, we must all communicate with each other these creative best practices in programmatic media.
Here are a few suggestions after working in the industry for over 6 years and on 125+ campaigns:
A clear call-to-action that matches the digital KPI
- If the media agency wants to measure the campaign on lead generation, the creative needs to clearly state what will be provided in exchange for email or for example, “submit email to learn more”
Art direction that does not include a white background
- The majority of content on the internet is set on a white background. Developing the art direction with a white background is a surefire way to having the creative get lost on the page.
Dynamic Creative maximizes programmatic’s potential
- If a programmatic platform is building out custom audience models for the advertiser, why not have custom creative to match that audience? Dynamic creative ensures we not only use data and media inventory to reach the right audience, but we reach them with relevant creative that communicates the benefit and value of the product to their specific need.
The core principle of why advertising exists is to influnce a consumer and shed light to the benefit and value they will receive from a product or brand. The more times the creative, media and now the programmatic platform share information across disciplines and collaborate together, the more “Dove Real Beauty”, “Mac (Apple) vs. PC (Windows)” and “Got Milk?” (i.e. memorable) campaigns we’ll have in the digital age.