It may be sacrilege to old-school creative advertising, but the new reality is that the same data streams media companies use to refine ad placements can—and should—be used to shape the creative message. A recent Digiday article shows why and how a few creative executives are leading that charge.
Traditionally, ad creatives bristle at the idea of hard numbers or external forces impinging on the creative process, but many are realizing that there are actual people behind the numbers – with emotions, perceptions and preferences that are the core of creative resonance. Using data to fuel the creative message requires getting at the relevant insight behind the results, but the effort is worth it to make a human connection.
Having more information about your audience (provided through data and analysis) makes it easier for creatives to engage in deeper brand discourse and incorporate relevance into their concepts. We couldn’t agree more!