Programmatic advertising is based on artificial intelligence (AI) and algorithms. Hence, hindrance to creativity is a matter of concern. Having said that programmatic advertising presents an opportunity to effectively utilize creatives by structuring the creative as a template. It means one can configure the different sections of an asset based on different audience segments. However, to develop creatives, brands must keep them compatible with their ad-tech platforms.
Coordinated effort from both media and creative agencies, can help maximize the profits programmatic offers.
Fig: Primary goals for optimizing programmatic creative
(Source: http://www.slideshare.net/celtra/the-rise-of-creative-in-a-programmatic-world)
It is not just direct response
First thing that comes to mind when thinking about programmatic is direct response. But, programmatic is no longer limited to that. Initially, inventories were restricted to indicating how many prospect-to-consumer conversions happened. However, that is hardly close to the potential of programmatic. It can develop a brand’s relationship with customers over a certain length of time. In a way, programmatic influences the kind of creatives brands must develop going by the response trends.
Publishers may demand a new product demonstration or a descriptive video, something absolutely different from what worked previously. Digital media has made interaction highly personalized across various devices. You need to be extremely careful about how you move your consumers into the buying process, but brainstorming for an ad when you are close to selling is unlikely to work.
Create assets that are flexible to work with in automated platforms
With programmatic, your scope to decide which ad to show your prospect stretches till the nick of time. However, you need a flexible and agile inventory for that. For creative agencies, the turnaround time (TAT) is very stringent and they have to be extremely agile. If your TAT says 72 hours, it should be exactly that. Lack of advance planning makes the entire journey bumpy. As an agency, you can settle with your clients on different creative options like format, copy, color, etc. Your programmatic creative team can then change the combinations regularly.
Programmatic creative is trying to monitor every second of customer response when publishers show an ad. It gives a clearer picture of brand engagement for a product. This helps in transforming the ads into more effective assets, based on detailed study.
