ISBA has a created a programme of 30 minutes bite-size sessions covering the Creative and Production evolution.
We talk regularly about the changing media landscape, the complexity of diverging platforms and fragmentation of viewing. This, along with an evolved population and high consumer expectations brings new challenges and complexities to the Creative and Production process.
• Fast turnarounds and tight deadlines mean advertisers need to understand the entire production process.
• With budget constraints advertisers need to be mindful of budgets and find cost efficient but effective solutions.
• Brands need to aware and understand new technology to create ads that resonate with their target audience.
• Brands need to ensure that their advertising is representative of their audience and that it is accessible.
• Advertisers should remain consistent in their branding and messaging across media channels. A challenge when working with different agencies.
ISBA's first bite-size session will be on The Future of creative optimisation with our partners Kepler.
Our media strategies should be built with consumer centricity at the core. The role of the “creative” is crucial, it is the enabler to allow us to engage with the consumer with the relevant messaging and placement. Historically dynamic creative has allowed us to use data signals to deliver messages with relevance but with third party cookie deprecation we are entering a world of limitation. With Kepler we will explore how we pivot the use of creative optimisation, how context is the key to resonance and how creative optimisation can revive a media campaign.
Nick Graham, Senior Consultant, Kepler
