How Technology Makes Creative More Intelligent

Today's technology can target and customize ads with unparalleled precision. At the same time, busy consumers expect ads to be both incredibly compelling and highly relevant, and thus meaningful to them at that moment. This means that while the opportunity is bigger than ever, the stakes are higher too. If your brand "matches" with a potential consumer, you might have one chance to make a first impression, so it had better be a good one.

To do so, a good place to start is to leverage the technology and platforms available to you. They can be used to develop creative solutions that are engaging, relevant, measurable and scalable—in a word, intelligent. But how do creatives actually use technology to build more intelligent ads? And how do marketers piece together the right joint media and creative solution to make the message relevant for every viewer? Here are 4 ways:

  1. Create compelling and engaging brand experiences
    The ad experience of today needs to be about great content and look less like the static image ads of the past. Advertisers must use creative formats and features in new and innovative ways to bring their brands to life for consumers. For one, creatives can use the expanding digital landscape to tell their brand's story. New display ad formats allow brands to build rich, beautiful content with video, digital catalogues and more. They can expand and cascade, adding flexibility to the ad without adding square footage to the unit itself.
  2. Connect data and creative
    Direct response marketers have used customer data to shape their marketing messages for decades. Thanks to developments in technology, the emergence of integrated platforms and powerful targeting technologies such as programmatic buying, now brand marketers can and should do the same. But what about the messaging? The creative? Data and creative need to be in sync and part of the same conversation from the get-go. Brands need to look at how the two can intersect so that the best message, video or call-to-action reaches the right person at the right moment.
  3. Build multi-screen creative
    Another key takeaway for marketers is that creative must cross several screens. Marketers must appeal to a multi-device culture in which consumers are simultaneously watching videos, texting and surfing the web with their smartphone, laptop, tablet and more. Consumers interact with their mobile devices differently from how they do their desktop or laptop—touching, shaking and flipping the screen—and marketers must provide content that can engage them in these different ways.
  4. Measure and scale
    With all of these pieces in place, marketers will then want to take steps to ensure that the impact of their campaigns can be measured and learnings can be applied to future campaigns. Using an integrated platform that tracks ad performance across campaigns, they'll be able to gather and interpret this information most effectively. This means that all of your marketing tools—ad server, programmatic buying engine, rich media creation tools and more—are in one place and able to provide a full at-a-second glance of how your campaign is doing.

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