Read an interesting article that Bloomberg
now user programmatic creative. When Bloomberg writes a story about a public
company or commodity, it brings market information dynamically into the adjacent
Ad. Provides financial information of interest to Bloomberg’s readers in the
right rail. Bloomberg’s data is married with an advertiser’s message to drive
relevance and Bloomberg does all the work on behalf of the advertisers to
eliminate the burden on advertisers to build creative variations; creative
variations are built in automatically.
Here’s an example of Ad displayed by
Bloomberg’s programmatic creative.
This raises an interesting question about
the future of creative in advertising. I did a Google search on the role of
creative in advertising and found this description – “Creativity is the soul of advertising and branding. It is what gives
life to messages about products and services that may otherwise be boring or
insignificant in the hearts and minds of target customers.”. - sounds like
something only humans can do. Will programmatic creative change that? Can Programmatic
Creative based on Big Data + Artificial Intelligence + Machine Learning replace
the human creativity in advertising? Can machines one day possess human characteristics
like imagination, inspiration and ingenuity and eliminate the human role in
creative part of advertising? As I think about this question, I am reminded of
some famous quotes from history
"Man will never reach the moon
regardless of all future scientific advances.”
--Dr. Lee DeForest, "Father of Radio
& Grandfather of Television."
“Heavier-than-air flying machines are
impossible.”
-- Lord Kelvin (1824-1907), ca. 1895, British
mathematician and physicist
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