For many product-pushing brands, investing in airtime simply makes sense to reach as wide an audience as possible. But as brands begin to apply real-time data to contextualize ad buys, demand and dollars will shift from TV budgets to digital video and mobile.
But creative challenges around dynamic creative will accompany this shift.
For brands that don’t operate their own stores, it’s difficult to understand where their products are sold in-store and how they’re performing across all distribution points. It’s a bigger challenge for their ad agency to tap that data to inform messaging. And the biggest challenge is dynamically serving an ad based on all that data.
Consider Procter & Gamble’s Swiffer – a product commonly appearing in TV placements – as a hypothetical example.
Perhaps a user sees a pre-roll video ad and they’re going shopping the next day; third-party retailers like Target could feasibly tailor a local ad for that viewer based on its availability and proximity. “Maybe we want to reach them on their mobile when they’re out and about,” said Matt Shevach, SVP of ad solutions at online-to-offline marketing platform Retailigence.“We’re moving toward integrating the advertising into the options for actually reserving the product, so that we can get that data back and quantify that.”
The critical connection point, in this instance, is marrying location and pricing data with the ad server. Retailigence did so by working with DataXu, PocketMath and HumanDemand, and recently hooked up with five more ad partners including Tremor Video and AdColony to fuse its data with ad-serving and dynamic creative optimization technology.
“A lot of people look at programmatic and think, ‘automation and efficiency,’ but the first thing that comes to my mind is data,” said Erin Kienast, SVP and director of mobility at media agency Starcom USA. “Historically, content buying had been associated with content alignment.” She’s referring to advertisers paying to place an ad by a specific piece of content.