In a recent article, it was argued, “the rise of programmatic and the obsession with real-time bidding and targeting has made it nearly impossible to deliver a powerful piece of creative that really stands out online.”
Simply put, this is not true. The creativity of a banner ad is actually independent of its method of deployment. With that said, having a creative team working side-by-side with programmatic optimization analysts actually enhances the effectiveness of an ad placed with this form of media-buying.
Contrary to the belief that “Math men” are taking the place of traditional advertisers, the fact is that both are working together. The creative team continues to create the ads while the math men control the system that bids on media and tracks consumer engagement and performance to better inform the creative.
Furthermore, creative opportunities with programmatic extend well beyond a “little box,” providing advertisers with many alternatives (responsive HTML5 takeovers, rising stars, corner peels, etc.) to engage with intended audiences and deliver the best consumer experience.
Regardless of ad format, when it comes to creativity, it’s not the size or specifications of the space that matter, but instead what you do with it.
Experts in the programmatic space can create ads designed specifically for each individual. These types of ads can be custom designed and delivered to a sub-segment of an audience, and include dynamic aspects that change in real-time, depending on the individual viewing the ad.
For example, a shoe retailer can personalize its ads by incorporating the local weather forecast into the creative and choosing a relevant shoe according to both the individual viewing the ad and the local weather in that region. This form of real-time content optimization allows advertisers to make ads more specific and personal in real-time.
In addition, the consumer can interact with the ad. This breaks ads out from the one-way, interruptive advertising of the past. Consumers are given the ability to communicate with the advertiser, which enhances the machine learning of a programmatic system, thereby making it more effective. A tire company could run a branding campaign that asks consumers about their preference for buying new tires; based on each answer, the conversation can continue within the ad experience or be redirected to a corresponding page on the brand’s website.
Interactive capabilities and 1:1 marketing expand the options available for designers when developing the creative for campaigns. Regardless of the space or size that a designer is working with, it’s more about the experience that is being created – using the programmatic tools at one’s disposal – to ultimately deliver the best brand engagement.