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»Creative

Forrester: Creative Advertising Technology Evolves Toward Personalization

Dynamic creative advertising technology is becoming more personalized. Forrester ranked Jivox, RevJet, Thunder, Clinch and Celtra as “leaders” in its first-ever Creative Advertising Technology wave, released Monday. Adform, Flashtalking, Sizmek and Google were ranked “strong performers,” while Adacado was listed as a “contender.” Vendors have tried to marry creative messaging to audience targeting for a... Continue reading »
by Alison Weissbrot // November 7th, 2018 //
»
Zipcar Zips Ahead By Testing YouTube Video Creative

Advertisers can drive themselves mad running prospecting and direct-response videos on YouTube. Testing and targeting video creative on YouTube isn’t easy. But performance marketers like Zipcar still need to figure out which ads work for which audiences. “Everything we do is tied to a cost per acquisition,” said Celine Francois, senior manager of member acquisition... Continue reading »
by Allison Schiff // September 4th, 2018 //
»
MDC’s Varick Media Management Introduces Dynamic Creative Solution

MDC’s media buying arm, Varick Media Management, unveiled a dynamic creative solution called Pictor on Thursday, an HTML5 ad builder that uses audience and campaign data to adjust the ad unit creative in real time. Pictor adds a programmatic messaging element to Alveo, Varick’s proprietary tech stack launched in October. “The big missing piece for... Continue reading »
by Alison Weissbrot // April 14th, 2016 //
»
Mindshare Blends Dynamic Video With Data-Informed Creative For Mazda

Campaign briefs are increasingly filled with demands for advanced creative versioning, forcing agencies into closer collaboration with ad tech providers. It’s one of the reasons why Mindshare partnered with dynamic creative optimization platform Spongecell last fall to support a Mazda Rebels campaign, featuring a series of short films profiling engineers and innovators on the cusp of... Continue reading »
by Kelly Liyakasa // March 7th, 2016 //
»
Facebook Will Extend 'Canvas' Ad Format To Instagram

Facebook on Thursday formally unveiled Canvas, its new full-screen mobile ad unit that offers creatives the real estate they’ve been craving in the news feed. But the richer mobile ads will not be constrained for long to what the company internally refers to as the "big blue app." At a Facebook press event Thursday, execs... Continue reading »
by Alison Weissbrot // February 25th, 2016 //
»
Programmatic Creative Platform PaperG Snags $5 Million In Series B

In the oft-cited litany of “right message, right person, right time,” the creative is often given short shrift. “Programmatic gives advertisers the ability to target infinite segments, but if they’re delivering generic messages to a targeted audience, they’re simply wasting their ad spend,” said Victor Wong, CEO of creative management platform PaperG, which announced $5... Continue reading »
by Allison Schiff // October 6th, 2015 //
»
AOL Primes A Programmatic Creative Platform

AOL has packaged a number of its creative point solutions into a single platform called ONE by AOL: Creative, which the company revealed Tuesday. The self-serve banner, video and mobile ad creator was built on the back of Pictela, a rich media tool AOL acquired in 2010, which provided templates for marketers to create custom,... Continue reading »
by Kelly Liyakasa // September 15th, 2015 //
»
Programmatic Creative Across Devices: The Opportunity And The Challenge

Digital advertisers often become enamored with ad tech at the expense of creative. "We are still miles from being able to generate great varieties of good creative to suit the various permutations of user brand environment,” said Chris Stark, SVP of product marketing for Grapeshot, a UK software company that does algorithmic ad optimization. Defining... Continue reading »
by Liz Rowley // June 15th, 2015 //
»
How Data And Creativity Come Together At Fjord, Accenture Interactive's Design Shop

As programmatic buying continues its steady forward march, many are wondering when and how data-driven media buying and creativity can be reconciled. According to Nandini Nayak, managing director of design strategy and innovation at  Fjord, the analytics and creative worlds are gradually coming together. Purchased by Accenture Interactive in 2013, Fjord has 500 designers and current... Continue reading »
by Liz Rowley // March 11th, 2015 //
»
Stoli Wants To Raise The Bar With Millennials

The vodka market is as crowded as a downtown bar on a Saturday night – and Stolichnaya is looking to differentiate. That’s where the millennial male – a social animal – enters the picture. “Our key target is millennial men, ages 25 to 35,” Stoli brand director Sarah Gorvitz told AdExchanger. “We call them ‘authentic experiencers.’” For... Continue reading »
by Allison Schiff // February 9th, 2015 //
»
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