Programmatic is a term surrounded by noise. It goes along with persistent calls for more data, and more insight from across the industry. And along with that data, more management platforms - generally more stuff.
With this stuff has come the early association of poor-quality, irritating advertising that is so ineffective as to induce users to download ad-blockers. It feels a little out-of-control – too powerful for human hands. This is because humans, consumers, are deeply complicated and bring with them a set of constantly shifting needs and demands. In a sense, what has happened is that we've discovered our own complexities, and these show no sign of falling into line any time soon.
This is a guest post by Andrew Buckman, MD EMEA, OpenX
There was a time when inventory deals ended with a handshake that confirmed the deal was done, prices were agreed, and delivery would be assured. Then programmatic changed the game — replacing the handshake with programmatic platforms and swapping certainty for an opportunity to identify audiences, and bid in real-time.
Here at the Warc offices, we often gaze across the chasm at editorial – with their glasses and dual-monitors – and wonder what they actually do all day.
So, looking at Warc this last week, it was refreshing to see agencies confront their own chasm and bring strategy and creative together for each to consider the other’s purpose. And how Barbie has adopted a positioning that turned the all-American girl into a modern, cosmopolitan woman, leveraging the influence that comes with 99% global awareness.
In general, when talking about the significant increase in structured and unstructured human data and the technologies capturing it, we can take two angles; we can debate over why marketing should use it OR we can try to understand how marketing should use it to deliver sustainable value for brands and agencies.
Today, we see a lot of notes on why marketing should use data. We read that DMPs can help save and make us millions of dollars through frequency capping, retargeting and suppressions. We find that building advanced and ad-hoc segmentations by integrating offline and online data, we can achieve the ideal marketing mix to drive higher ROI.
Assessing the current adoption of and attitudes towards digital video advertising from both buy and sell-side stakeholders is important to elevate industry understanding and identify areas for guidance.
Total UK advertising expenditure is forecast to rise 4.2% this year, with the growth rate easing to +3.8% in 2017, according to the latest results from the AA/Warc Expenditure Report, released this week.
The latest projections follow the 4.3% growth recorded during the first quarter of 2016, when total UK adspend amounted to £5,007m. This was the first time more than £5bn was spent during a first quarter period.
It's one of the most-awarded - and most talked-about - campaigns of this year's Cannes Lions. 'The Next Rembrandt', a project for Dutch bank ING from JWT Amsterdam, used a great insight, machine learning and 3D printing to make an all-new painting from the 17th century old master, Rembrandt van Rijn. And the work picked up two Grands Prix at the Palais des Festivals last month.
In 2014, my friends at Admap asked me to write a piece about the impact of Big Data on creativity, to promote their annual essay contest on the same. I looked at Big Data and couldn't find anything that anyone had done with it except retarget banners more invasively, in a way that I felt would drive greater rejection of digital advertising (which it did, as evinced by the meteoric rise of ad blocking over the past two years).
WeChat has become the Swiss Army knife of the socio-digital world in China, says James Hayle, MEC Social Insight Executive
The Great Firewall of China, the Chinese government's censorship project, blocks many popular western sites and services such as Facebook, Google, Twitter and Instagram. In effect, this closes off and isolates an enormous part of the Chinese market from the socio-digital western world. This has enabled a number of hugely popular home-grown state-driven services to emerge, the most prominent of which is WeChat.
Judging by the Account Planning Group's recent conference, there is a fair degree of angst about what the future holds for the marketing strategist.
The APG conference had the title 'Strategy vs Robots', implying a future where strategists or planners are usurped by machines.
At the conference, delegates were relatively upbeat about how machines might augment, rather than replace, their jobs. A talk by Rushi Bhavsar, a young data scientist from Grey London, gave an insight into the kind of skills planners might need in future.