This week’s guest blog is an excerpt from the original article, published in our official Oracle Data Cloud Live at Cannes magazine, written by Tim Mahlman, President of Platforms, AOL Inc.
Today’s consumers crave experiences they can engage with on their terms and content that’s tailored to what they’re interested in. But the reality is people think most brands just don’t get them, and they’re turning to ad blockers in droves, cutting out roughly $21.8B of ad revenue globally and $10.7B in the US alone.
Simply put, consumers are demanding content they want, when and how they want it—and they’re challenging advertisers and publishers to get inventive.
The key to getting there? Breaking down barriers between data, automation and creative. Tapping into a combination of technology and creativity is now essential to manifesting experiences guaranteed to win over the hearts and minds of consumers.
We put some numbers behind this shift to understand how the future of creative is evolving for brands, agencies (media buyers and creative alike) and publishers. Here are four key takeaways to keep in mind.
Start harnessing data-driven creative, now.
Not only is programmatic solving for the creative production, management and optimization challenges that plague many organizations, but it’s also harnessing data to tailor experiences in a captivating, scalable way that inherently puts your consumers at the center. That is why the future of creativity is programmatic, and it’s here now.
To learn more about the future of creative, dive into our multi-part series. Find out how to break down boundaries, open up to new approaches and give consumers what they want.
About Tim Mahlman:
As President of Platforms, Tim Mahlman is tasked with leading the continued growth and success of ONE by AOL. Additionally, he is the founder of Vidible, a Video Content Exchange Platform that streamlines the way video content owners syndicate their content to publishers. Tim came to AOL by way of its acquisition of Vidible in 2014, where he most recently served as Founder/President. He brings 20 years of digital advertising technology experience to the AOL team.