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»Creative

How Heat Cracked The Code On Getting Creatives To Use Data

Creatives still struggle to use data. Holding companies may have spent $12 billion collectively on data assets over the past decade, but creative agencies still don’t know how to use those tools, according to Forrester. But creative agency Heat has been able to bake AI into its creative process by tapping into its parent company... Continue reading »
by Alison Weissbrot // October 2nd, 2019 //
»
Civis Launches Creative Focus As Brands Bring Data To Pre-Campaign Strategy

The analytics startup Civis was founded in 2013 with roots in political data and targeting and has since transitioned to commercial business, where advertisers are less familiar with testing messages to sway public opinion. Most big brands rely on panels or focus groups, which “have a lot of contamination” because more people self-select into groups... Continue reading »
by James Hercher // January 17th, 2019 //
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As Targeting Becomes Old Hat, Ad Tech Turns To Creative

Marketing and ad tech companies are becoming more involved in creative planning and production. Ad tech vendors compete to out-optimize campaigns by even a fraction of a percent, said McKinsey partner Ed See, a leader in the consultancy’s marketing practice. “But in the past few years, the power of targeting has mostly run its course,”... Continue reading »
by James Hercher // January 8th, 2019 //
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Facebook Evolves Its Partner Program, Welcomes Indie Consultants And Agencies Into The Fold

Facebook’s Marketing Partner (FMP) program is getting a bit of a facelift with the addition of new badge categories and tools to help with measurement and creative. Hundreds of tech companies, agencies and consultants jammed into the Hammerstein Ballroom in New York City on Wednesday to get the skinny at Facebook’s sixth global marketing partner... Continue reading »
by Allison Schiff // October 10th, 2018 //
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Comic: Never The Bride

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem...
by Nate Neal // August 17th, 2018 //
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This ‘Oil’ Should Fuel Creative Campaigns, Too

“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Lux Narayan, co-founder and CEO at Unmetric. Data is often likened to oil, but the similarities go deeper than you might think. The first oil drills in North America were... Continue reading »
by AdExchanger // July 5th, 2018 //
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Conagra Uses Creative To Capture More Data In Cross-Screen Video

For large CPG brands like Conagra that typically generate the most awareness through mass reach, hyperpersonalized video creative hasn’t always been their top consideration. But that is changing. “We’re seeing more personalized creative and ad versioning from CPG brands [that] might not own any data from the consumer up until the actual purchase point, because... Continue reading »
by Kelly Liyakasa // November 20th, 2017 //
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Three Challenges Agencies Face While Orchestrating Creative Messaging

Media agencies know how to find the right person at the right time, thanks to the growth of programmatic. But they’re still trying to pin down how to send the right message. “You want the media to recognize where they were, but you also want to recognize where they were in the conversation,” said Zimm... Continue reading »
by Alison Weissbrot // August 22nd, 2017 //
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Shazam And Waze Rethink Mobile Creative

Mobile creative is a Catch-22. While rich media units are engaging, they’re expensive to make and tougher to scale than programmatic banners. But banners look bad on mobile and get a bad rap for ruining the user experience. Shazam and Waze are two apps championing beautiful mobile creative, but they can do so by relying... Continue reading »
by Alison Weissbrot // July 11th, 2017 //
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Cannes: Leo Burnett Gets Creative With Data

Leo Burnett, one of the most iconic advertising agencies in the game, is evolving the way it thinks about creative. “I've been focused on infusing technology, data and analytics to make creative more relevant, personalized and effective,” said Andrew Swinand, CEO at Leo Burnett. For Swinand, who spent time on the media side as president... Continue reading »
by Alison Weissbrot // June 21st, 2017 //
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