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Keith Weed from Unilever: Scaling personalization requires a fundamental change in the way agencies create content
Manuela Walfenzao| 15 de octubre de 2015
Unilever, Nestlé, GlaxoSmithKline and TUI are seeking a way to improve their programmatic media ad campaigns through dynamic creative. This practice solves the problem brands have when they reach the right target with the wrong creative piece.According to speakers at the Ad:Tech conference, programmatic advertising technology is basically about trade with the audience and in the process of making the most of its efficiency, the industry has lost sight of the need to produce dynamic creative content. Many brands are willing to invest in programmatic marketing, but there is still a long road ahead to be able to meet the audience´s demands. Unilever carried out an experiment for Axe Brazil called Romeo Reebot, in which they created a film-like trailer of Shakespeare´s famous tragedy personalized for each viewer. Keith Weed, the company CMO, explained that 100 thousand variations of the ad were made, using factors like musical tastes and interests in order to create the most adequate soundtrack and setting for each consumer.”Personalisation on that scale requires a fundamental shift in how agencies create content” said Weed in his talk. “Its still early days and it is going to get more sophisticated and better as we move forward. Dynamic creative really makes us think that one day advertising agencies are going to be more like algorithms than individuals”.The other speakers on the panel also talked about the need for agencies to join the process of dynamic creative.
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