Sunday, February 19, 2017

Programmatic Creative – future of creative?

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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