For most marketers, finding the sweet spot between creativity and scale is a key objective that is not easy to attain. Creativity pertains to not just a creative director’s vision but also the ability to recognise and nurture the strength of an idea. Scale, on the other hand, is needed as a pretext of a good business model that can be replicated worldwide.
The five stakeholders of the ecosystem – advertiser, publisher, creative agency, media agency with the ad network at the centre – have different perspectives on creativity and scale. Michael Barden, Vice President – Publisher Sales, DG Mediamind is of the opinion that technology allows for a balance between creativity and scale rather than creating a situation, where the two could be at odds with each other.
“If creativity was a living being, it would be a dragon that is ready to come to life, that breathes fire, that cannot be contained and comes from a crazy place,” said Mr Barden. He pointed out that creatives today were looking for RFTs (Request for technology) than RFPs to explore giving solutions on the back of what technology can enable a brand to do. But the catch would be for marketers to be open to innovation and allow an execution that is in line of the vision created on the back of that innovation. Read more…
By: Mike Caprio
Global brands are getting more particular about data. They are now looking to performance data from their global digital campaigns to answer questions and provide insights into how creative, media and overall messaging affect consumer behavior.
But we’ve also noticed that in Latin America, much of the rich data available to these brands is not captured by their agency partners – wasting an opportunity to drive performance, efficiency and knowledge from their digital media.
It’s not a new problem – North America, Europe and Asia used to operate the same way – but the stakes are higher now, and data has become the industry currency, informing the majority of business decisions. If data is not reliable and consistent across regions, its value is limited.
Here are five questions to ask your client to be sure you’re on the same page when it comes to their digital data: Read more…
Mobile is often called the emerging “first screen.” It’s considered the new hub of media consumption, transforming communications, content consumption, and engagement. Mobile is indisputably the first screen, as we always have our phones handy in our pockets or purses; it is proximity. For certain online activities like purchasing, consumers may prefer their desktop computer or tablet. More and more consumers are using smartphones while watching TV as well, so the so-called “first screen” often is closely associated with a second screen. Advertisers require real knowledge of multi-screen behavior — now more than ever — if they are truly going to get the most out of mobile.
During the DG MediaMind Spotlight presentation at the iMedia Breakthrough Summit in Austin, Texas, “Thinking Mobile? Why You Need To Think Multi-Screen,” Mike Rosner, VP of sales at DG MediaMind, and Taz Patel, CRO of Republic Project, gave a crash course in when and how to use mobile for big-picture marketing success. According to Rosner, keeping up with the consumer is now more difficult than ever. And the key is convergence. Marketers should be looking at all the pieces of digital (display, mobile, video, TV, and social) and how they come together. Read more…
John Douglas, Senior Product Marketing Manager at DG was recently interviewed at the Videonomics Monarch Beach Summit where 200 senior marketing and media executives came together to advance the business of video advertising.
Tune into these exclusive interviews with other industry thought-leaders here
By: Jaime Singson
A club sandwich and a triple-chocolate cake–some of the most satisfying experiences in life come in layers. One ingredient alone wouldn’t make much of a difference, but it’s the combination, created to exceed your expectations, that keeps you salivating.
The same holds true for Dynamic Creative Optimization (DCO).
Dynamic display advertising and creative optimization technology is enabling marketers to reach the right person at the right time with increasing effectiveness. DCO enables the economical and rapid design, deployment, and measurement of an infinite number of creative variations that can be inserted into online ads when and where they are needed.
Using a template approach, DCO provides the ability to generate display ads on the fly, decreasing the cost and time of creative production and media management by automating many of the manual tasks that go into the production of every banner. It’s the ingredient designed to make online campaigns perform better. This creative tool can both enhance a campaign concept, or, better yet, DCO can be a concept. DCO simplifies production workflow and puts sophisticated targeting and optimization capabilities within easy reach for every campaign and advertiser–across any publisher in your media plan.
How? Read more…