Vice Media’s founder Shane Smith participated in a talk hosted by MediaLink, at the Pinterest Porch, a pop-up base for the company at the Cannes Lions International Festival of Creativity. And the big news, says Smith: The coming together of content creators, tech and brands is shaking up the industry.
He should know: He’s formed an alliance with Pintrest and the Bank of America that has the threesome collaborating on a marketing effort for BOA called The Business of Life.
The latest online trading tips, content sponsored by Charles Schwab.
“What’s happening now are partnerships that you’ve never seen before,” Smith said. For this project, Vice produces a show on personal finance for Bank of America; Pinterest contributes a new offering called Pinsight Labs, that can identify the financial topics that interest its users.
“It’s a little bit of strange bedfellows and that’s what was intriguing,” said Meredith Verdone, global chief strategy and marketing officer at Bank of America. “To say: ‘Listen, how can we tap into the relationship, the storytelling that they do with their audience, to tell the story about better financial lives.”
In a conference held on opening day, Xaxis, a programmatic media and technology platform, took on the next wave of programmatic advertising. Their point: Programmatic technology means marketers can reach exactly the right people at exactly the right time. But what’s needed is Programmatic Creative, aka the self-assembling ad of the future. 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.