http://digiday.com/agencies/programmatic-creativity-work-together/
Digiday suggests, "we need to have the humility to accept that the data we get back from programmatic might identify segments and insights that not only did we not know about but also didn’t even know we didn’t know about it."
When users speak back and engage, we quickly learn that are assumed target might be off. As we learned from Red Bull Record's SVP, when so much time and money is spent on crafting the perfect message and brand strategy, it is hard to let go and accept who and how is actually engaging with your brand.
Getting caught up in the creative messaging can cause an advertiser to overlook a new segment or potential buyer. The messaging does not have to be dumbed down or built for the masses, in fact, there is more room to curate your creative message. Smart people can be reached through programmatic and the smarter the message, the more likely they will appreciate being targeted.
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