PowerLinks’ CEO Kevin Flood (@kevinflood88) joined a panel at New Video Frontiers London in October to debate “Is Programmatic Advertising Killing Creativity, and is Content Marketing Saving it?”
Kevin and his fellow panelists (Tom Curtis, Head of MediaCom Beyond Advertising UK (@iamtomcurtis) and Chris Gorell Barnes (@cgorellbarnes) , Founder & CEO of Adjust Your Set) went into the details of the meaning of creativity in the programmatic age, and the effects of new and emerging technologies on the creative process.
MediaCom’s Tom Curtis set out to define what creativity means in this instance. “How do we define creativity? Some people will say that creativity is about creating incredible art, and programmatic is going to fundamentally undermine that process… On the other end of the scale, you have creative strategy and an incredibly interesting way of targeting people.”
Kevin said the definition of creativity in the context of modern marketing is “understanding who your audience is and being able to communicate with them effectively through proper messaging adding value to their buying journey.”
Referencing the more limited history of digital ad formats, he added, “Creativity has been working with a very poor canvas in small boxes and 300 x 250 banner ads which don’t give you the opportunity to put a message across to an audience and get their attention. That is beginning to change; platforms are emerging that offer a better canvas.”
The group also discussed the importance not only of clear disclosure, but of standing out from the crowd to engage audiences. Chris Gorell Barnes suggested that there is “an appetite for brands to be more human in the way they communicate and to move from business-to-consumer and think more about human to human. How can they have a proper conversion, stop interrupting and stand for something great. Unilever has got a brilliant sustainability agenda and they are seeing huge increase in profitability and revenue for the brands that really have a social purpose, that stands for something good.”