Art-driven or Data-driven Creatives?

“Should ad creatives be driven by art or by data?”, asked Rob Rasko to a panel he was moderating yesterday on advertising, before calling for a show of hands.

Both panel and audience were split. Half thought UX and visual appeal should be top of mind for creative agencies, the other half believed data-driven optimization shall guide ad content creation.

“Scale is an addictive drug” trumped Warren Zenna from Havas, “and we’ve gotten to a point where monetization is getting in the way of good user experiences.”

Really?

Better high performing than “artsy”

Programmatic is all data driven. Marketers are getting more comfortable with targeting directly specific audiences, and focus less on which publications their ads show into.

More importantly, offering non-standard creatives does not scale. These “high impact” creatives look awesome on paper, but brands just don’t have the assiduity to build non-standard creatives. Too many operational issues.

IAB did invest in standardizing native creatives over the last year, but adoption has been slow and there is little appetite for exotic format standardization any time soon.

“Is anybody involved in programmatic advertising?” I asked around, perplexed.

Nobody was but me.

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