Creative In A Programmatic Future

Gary Milner

Global Director, Lenovo

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• Linear, Long Process • All About Opinions • Adverserial • Post Campaign Results • High Cost • Uni Channel

History Of Creative

2015 Lenovo Internal. All rights reserved.

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"Millennials – Hard To Reach – Blockers/Multitaskers/Streamers

Source : Popsugar

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"Millennials Don't Want Ads. They Want Stories."

Millennials are much more receptive to advertising tailored to their own interests. This may seem selfish until you realize Millennials grew up in an individualized world, where social media, news feeds, consumption of culture, and much more, was designed around the user's specific decisions and choices. It shouldn't be surprising that such a group would be more interested in advertising that works the same way. - NewsCred

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How Does A Brand Fit This To Reality?

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Digital Disruption – Creative Process Has To Change

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And A New Paradigm To Production

CrowdSourced Specialist Agency

Partner Large Agency

COST

VOLU

ME

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Layered With The Journey

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The Creative

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The Creative

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The Creative

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The Creative

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Programmatic Execution Measurement

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2 • DSP Execution

3 • Brand Lift/Media $

4 • Cost of Creative

5 • Cost per pt of Brand Lift

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Real Time Measurement – Hands On

Which brand is associated with the Yoga tablet?

Lenovo

Apple

HP

Dell

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• I/O To Die

• CMS Creative Systems Linked Dynamically To DSP – Base Creative – Ad Overlays (interactive components)

• Auto Adjust For New Brand Measures

• Analysts To Be Marketers, Marketers To Be Analysts

A Wish List For Programmatic Creative

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• ENSURE WELL DEFINED CONTENT STRATEGY

• BUILD YOUR CONTENT DIFFERENTLY

• MEASURE BRAND IMPACT – Production to Media Cost

Summary