They say that the name does the job and surely one of the current positioning problems of programmatic advertising in our country is to understand it only as a media buying model.
This vision, in addition to being limited in its perception, has led us in some cases to understand programmatic advertising as that model of buying cheap inventory of poor quality in the digital environment. This idea is more widespread in the industry than many believe in our country.
I believe it is necessary to vindicate the present and future role of programmatic advertising. And a good way is to start by rewriting its name since the promise it carries is almost unbeatable. That the marketing professional has not wanted to impact only the most valuable consumer for the brands, understanding the context and environment where the impact will be produced to personalize the message thanks to the use of data.
That promise brings us improvements in efficiency and effectiveness. And perhaps a more positive consumer perception of advertising in the future if we are able to use the power of personalization wisely and reduce advertising pressure on consumers by delivering the most effective messages
But the promise also brings us new challenges and I believe that in one in particular I have the feeling that we are making very little progress. I’m not talking about technology, I’m not talking about the absolute need for scrupulous respect for consumer privacy, or the need for new professional profiles in agencies with high data analysis skills.
I am referring to that which is a basic ingredient of advertising, creativity. What is the point of all this effort to get to know the consumer, to create technological platforms with million-dollar costs to connect supply and demand in real time, and then impact each of these “unique” consumers in a single moment using the same message indiscriminately?
How do we integrate the creative agencies in this revolution? I have the feeling that they are not being given sufficient consideration in the forums where these issues are discussed. It is difficult to find creative people among the public and much less among the speakers in the forums of programmatic advertising explaining the challenge that they, as advertising professionals, have in this new paradigm.
The current solutions in the creative environment in most programmatic campaigns are far from what we require. The misnamed “dynamic creativities” have dynamism, but very little creativity. We must go beyond the catalog conception of those pieces based on templates where several photos of the product are combined with calls to action and point of sale venues.
We certainly have a long way to go.
At JAZZ we understand that deep knowledge of consumers, their interests and the contexts where brand messages will be most effective are an indispensable part of the entire process of conception of a campaign, both from the point of view of strategic planning, as in the creative process of generating concepts, messages and their projection in the different advertising material. Breaking down the wall between data and ideas.
We want you on our side to break the wall between data and ideas.