Creative

  • Digital Can Steal Hearts & Minds, As well As Ad Budgets

    When you think of bold creative executions, digital doesn’t tend to spring to mind and an even less obvious connection is mobile. Yet, given the weight of importance consumers place on their mobile devices, why shouldn’t these be front and centre when it comes to investing memorable creative campaigns? Writing exclusively for ExchangeWire, Rob Garber, managing director EMEA, Undertone, explains why he believes marketers should be exploring the powerful, brand-building opportunities digital, specifically mobile, has to offer.

    One thing strikes me [...]

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  • AI Plugs Human Errors & Lets Marketers Focus on Quality

    Left to run autonomously, marketing platforms powered by artificial intelligence (AI) can avoid mistakes humans make. Rather than fear it, marketers should leverage this to better focus on producing value-added quality. AI marketing systems could watch and analyse consumers’ digital journeys, and decide the best way to spend media dollars, says Naomi Simson, co-founder of Australia’s Big Red Group (BRG).

    Describing AI as the ability to read and learn from data and adjust outcomes, she said AI-powered marketing systems enabled the [...]

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  • Programmatic Is Not an Excuse for a Lack of Creativity: Q&A with Andrew Buckman, MD EMEA, Sublime Skinz

    Identifying the user and connecting the customer journey across devices and platforms is fundamental to maintaining creativity in video advertising, believes Andrew Buckman, MD EMEA, Sublime Skinz. Speaking exclusively with ExchangeWire, Buckman explains how creativity in video can still thrive in a programmatic environment.

    ExchangeWire: What does the future of digital video look like?

    Andrew Buckman: Mobile devices will drive the growth of digital video consumption. The latest Zenith Online Video Forecast indicates fixed device viewing is already reaching a peak, while [...]

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  • Creative Is the Most Essential Element of Advertising: Q&A with Miha Mikek, Celtra

    In order to reach your customer, you need the right creative to engage with them, but this is just the tip of the iceberg. Seamless collaboration across agencies and brand consistency is also a necessity. As Miha Mikek (pictured below), CEO, Celtra, explains, creative management platforms can be essential for production, delivery, measurement, and the ultimate success of an advertiser’s campaign.

    ExchangeWire: What does a Creative Management Platform (CMP) do? What are the advantages of using one?

    Miha Mikek: [...]

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  • IAB Puts the Consumer First with Latest Standard Ad Unit Portfolio

    The IAB recently released a finalised version of the new IAB Standard Ad Unit Portfolio, allowing for ad creative to adjust to a variety of screen sizes and resolutions. As well as flexible ad sizes, the IAB has included specifications for AR, VR, social media, mobile video, emoji ad messaging, and 360º video ads, following industry-wide feedback after the initial version was released for public comment in September 2016.

    The latest ad portfolio, and its host of new guidelines, marks [...]

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  • Internet Advertising’s Robust Growth Hides an Inconvenient Truth

    Digital advertising is booming in terms of growth, but is struggling to personalise ads effectively. This is stagnating performance and undermining the industry, says Cablato Founder and CEO, Adrian Pearmund (pictured below).

    If you take a look at the recent Advertising Expenditure Forecast from Zenith Global, it looks as if everything in the digital ad garden is rosy. The respected report reveals that digital ad spend will grow by 13% to top USD$205bn (£159.3bn) in 2017. Zenith Global also [...]

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  • Technology-Driven Creative: Five Mobile Takeaways from Cannes

    Given the criticism that has been leveled at the mobile marketing industry for its lack of creativity over the years, the presence of mobile technology at the premier advertising event celebrating creativity was an auspicious sign that the industry understands that we need to marry creativity with data and technology, writes Alex Moss, VP sales europe, YouAppi, exclusively for ExchangeWire.

    After viewing the winning mobile campaigns at Cannes, I was pleasantly surprised by the smart, technology-driven creative. Yet, when I look at [...]

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  • Creativity Vs Technology Reigns Supreme, But What is the Future of Cannes?

    The Cannes Lions Festival of Creativity is over for another year and this year, more than most, attendees came away with a sense of foreboding; a feeling that future festivals would never be the same again. Reasons were manifold: the apparent greed of the event organisers; the relative quiet throughout the festival versus previous years; the somewhat exaggerated shock at Publicis Groupe’s news it wouldn’t be taking part in the festival next year (or any other marketing efforts for a full [...]

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  • Indian Marketers Can Solve Content Challenge with Machine Learning

    Marketers in India struggling to produce content that appeals to consumers should look at data analytics and machine learning for clues.

    These tools play a crucial role in personalising customer experience, says Gulshan Verma, Times Internet’s chief revenue officer. They enable marketers to determine the best time and format to roll out and optimise communication with consumers, he explains in this Q&A with ExchangeWire.

    ExchangeWire: Last we spoke, you said Times Internet’s use of programmatic was still limited, with single-digit [...]

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  • Shared Responsibility Needed to Make APAC Programmatic

    All parties with a stake in the Asia-Pacific ad tech industry are responsible for ensuring programmatic delivers the value it promises and ad content quality must remain the focus for marketers.

    Together, this would ensure consumer experience is optimal and brands get the most returns on their ad dollar, said delegates at this year's Mobile Marketing Association (MMA) Forum in Singapore.

    During a panel discussion at about the region's programmatic landscape, focus inevitably centred on [...]

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