There’s an interesting article in The New York Times today on the growth and viability of programmatic ad exchanges – algorithm based, bidding based systems that finely tune ads to consumer behavior. A buyer of hiking boots might be found on a bowling site, for instance, rather than a bird watching site at a more effective price and click-through, so implies the analysis.
It’s science folks.
Anyway, if online media is getting more predictive, tied to behaviors and data trails, then it stands to reason creative will follow. Here’s a prediction: advertising production is going to flip in the coming years. The big TV shops from holding companies will have fewer creatives than will be found at didge shops. Makers of shorty, bursty digital ads have long been seen as less glamorous than those who create high production videos and network :30s and that may not change. But banners and towers and leaderboard and whatever is next will become more creative and effective – it’s evolution baby. And the need for more units, especially those tailored to the algorithm’s finding, will generate exponential leaps in the need for creative resources at digital shops. Creative will never be algo based, though it will be tried. So the jobs won’t be replaced by the machine — not here.
The tipping point for when creatives at digital shops outnumber those at the BBDOs, Ogilvys and Greys is coming. I bet it will happen by 2016. Peace.
February 21, 2018 in Marketing
Claim and proof are the driving forces of the What’s The Idea? brand strategy framework. Find a claim (a simple, endemic idea that sets your product apart from the competition), then array three proof planks beneath. Proof sells the claim. It is evidence. The planning rigor, unlike many, is evidence-based. It’s not overly complicated. That’s […]
February 20, 2018 in Marketing
Highland Brewing is “an original” craft brewery located in Asheville, NC – founded in 1995 by Oscar Wong. When I moved to Asheville and having becomes a big fan of the Highland Gaelic Ale, I decided to contact president Leah Wong Ashburn for a quaff and chat about branding. Ms. Wong, I learned, was way […]
February 19, 2018 in Marketing
One of the keys to good brand planning is the consumer interview: Getting consumers to open up and share deeper insights. To start you must do some shallow digging, but you don’t want to stay there too long or the process will feel like an online survey. If you sound like a research survey, you […]
February 16, 2018 in Marketing
I went to the Starbucks yesterday, one housed in my local Ingles grocery store, and a nice young women in a non-descript polo shirt came to serve me. I was looking for an Ingles logo on the shirt, but didn’t see one. Within a minute another woman walked into the Starbucks retail space with a […]
February 15, 2018 in Marketing
As a brand planner, whose primary concern is developing master brand strategy, my discovery phase is all about finding the right claim and the three most motivating proof planks supporting that claim. This claim and proof framework is perhaps the simplest most easy to understand means by which to build a brand. Claim and proof […]
January 30, 2018 in Marketing
I’m working on an assignment that has me reading a child development text by a PhD and clinician who also happen to be parents. The text delves into brain function. Fellow brand planner and friend Megan Kent has built up a great practice mapping the brain to preference and emotional attachments to brands. Check her […]
January 29, 2018 in Marketing
I was reading a recipe this weekend for chick pea chili (don’t judge) and decided right off the bat I’d never make it. Not for the chick peas, not for the drive to the grocery store(s), but for the over complication of ingredients. I favor minimalism in my cooking. It’s easier to taste a few […]