Creative

  • Creative Management Being Brought In-House for Control & Efficiency: Q&A with Victor Wong, Thunder

    Data is used in every aspect of advertising today. So, bringing technology in-house to utilise data for driving creative development and execution makes sense. ExchangeWire speak with Victor Wong (pictured below), CEO, Thunder, on the trend of marketers taking control of their own creative work, and the tools available to make this work possible by traditionally non-creative professionals.

    ExchangeWire: What are the benefits for advertisers using a Creative Management Platform (CMP)?

    Victor Wong: A creative management platform (CMP) powers cross-channel data-driven [...]

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  • Data & Creative Not Far Advanced Among All Agencies & Brands: Q&A with Michael Andrew, AKQA

    The long-fabled dream of digital advertising and, arguably, a fundamental step to achieving the promise of programmatic, is the effective combination of creative and data. So, why are there so many sticking points and how do you become unstuck? ExchangeWire speak exclusively with Michael Andrew (pictured below), GM, data science, AKQA, about what combining data and creative actually looks like and how we can join the two harmoniously.

    ExchangeWire: When we talk about combining creative and data, what do we [...]

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  • What Stole the Show: Experts Share Their Key Takeaways from Ad Week Europe

    More brands, and now agencies, pulled Google spend, Google apologised, and Al Gore blamed Brexit on climate change: Advertising Week Europe is again over for another year. Outside of the headlines, ExchangeWire ask thought leaders what stood out for them during the event.

    The importance of understanding audiences

    “What a week! So much has been covered, but I have been heartened that ad land is reigniting the conversation around the value and importance of understanding audiences. This insight, combined [...]

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  • Untapped Creative Potential of Smartphone Digital Advertising

    Smartphones are a staple of modern life, with consumers being very familiar with mobile advertising. We’re used to swiping, tapping, and pinching to view content that interests us. However, when it comes to those behind these adverts, there remains many more creative ways for brands to engage with their audiences through smartphones. In this piece, Rob Garber (pictured below), managing director EMEA, Undertone, explains why smartphones present an entirely new canvas for advertisers to unleash their creativity.

    Advertisers should make better use [...]

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  • Playing Cupid with Chatbots & Image Recognition

    Not long ago, brands would not have believed they would need to consider chatbots as part of their marketing strategy; but with their exponential growth and with messaging apps entrenched within our daily lives, such is the world we now inhabit. Ed Preedy (pictured below), MD for Europe, GumGum, explains to ExchangeWire how image recognition can take chatbot marketing to a whole new level.

    Chatbots are by no means a new phenomenon. But when Facebook opened their Messenger platform to third-party developers, [...]

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  • Even in 2017, Building Desire is Still What Matters

    Technology is changing the advertising world and stretching what is possible with each passing day. However, what about the people in the creative process, looking at more than just CPA optimisation, focused on creating an emotional engagement with an advertising campaign? We’re still lost in the plumbing and it’s time to remember what it’s really all about, says James Naylor (pictured below), product director, Affectv.

    When I first moved out of the world of recruitment software and into ad tech, [...]

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  • India Ad Tech Must Be Ready for Market Changes

    With consumers in India losing patience and turning to ad-blocking tools, the ad tech community will need to look for ways to better target the right audience and improve customer interaction.

    They also will need to respond swiftly to market changes, such as the government’s demonetisation move and country’s increasing mobile adoption.

    ExchangeWire spoke with industry executives for their insights on the Indian ad tech landscape, several of whom pointed to artificial intelligence and machine-learning as key trends to watch for this [...]

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  • Spotify APAC Tune Up Programmatic Campaigns; Dentsu Buy Indian Design Studio

    In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Spotify APAC tune up programmatic campaigns; Dentsu buy Indian design studio; MEC unveil Wavemaker in China; WPP open The Store in ANZ; and AdAsia unveil Moments in Thai.

    Spotify APAC tune up programmatic campaigns

    The music streaming service says it has rolled out programmatic campaigns across several Asia-Pacific markets, including Singapore, Hong Kong, and Australia.

    Their audio inventory was available [...]

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  • Industry Predicts the 2017 Outlook for Programmatic & Creative

    2016 has truly shown how dynamic an ecosystem the digital advertising industry is. There have been highs and lows, but it has certainly been memorable. In a series of features reflecting on the past year and looking ahead to what we can expect in 2017, ExchangeWire invite over 100 thought leaders from across the industry to share their views. In the latest instalment of the series, experts deliver their opinions on the future of programmatic and [...]

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  • Are Stories Stronger? Powerful Narrative Makes Content Marketing Shine

    Consumers’ media habits are changing. Mobile media time – the time spent using a tablet or smartphone for things other than talking to people – is on the rise, and traditional TV viewing is in decline. However, the shift from one device to another doesn’t mean that people want something different from their content. In this piece, Jon Mowat (pictured below), managing director, Hurricane Media, explains that, while you should be considering data, you need to tell a good story first. [...]

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