MERCADEO Versión en español
Nick Tulloch from IPG Mediabrands On The Art And Science Of Programmatic And Creative
Manuela Walfenzao| 22 de noviembre de 2016
Variables claves: targeting, actualizaciones dinámicas y optimización multivariable
Programmatic data and technology can be used in different ways. Currently, the average person is exposed to 250-3,000 ads a day, so your brand’s message has to be relevant or people won’t listen to it. Nick Tulloch, Programmatic Strategy Director at IPG Mediabrands says that “Big results can no longer be expected by delivering one big campaign idea to the mass market. Programmatic helps target specific consumers at scale, with increasingly tailored messages.”He explains the three core elements for effective creative programmatically: targeting, dynamic updates and multivariate optimization. User data allows to refine targeting strategies and filter content for specific audiences according to their behaviors and interests, and determine what he or might see next and when, and thus serve them sequential messages. Dynamic updates, speed up the production process and allow the creation and test of multiple ad variations.The technology and media expert says that third-party data can help deliver hyper-relevant messages. Now it is possible to analyze weather data, sports data or geo-location data, for example, to produce messages that are relevant to what our target is doing at any time and serve them according ads.He explained that the process of testing different ads is called multivariate testing, and helps optimize and fine tune messaging based on statistical analysis and is key in driving media effectiveness, and added that with programmatic there is no limit to the number of creative iterations that can be run for a single campaign. To end, he expressed that “as programmatic becomes increasingly sophisticated, so too will the data and information we can collect and use to target consumers with relevant content. The smartest brands will continue to use data in their advertising strategies to deliver personalized, creative and effective messages.”
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