This document discusses creativity in the age of programmatic advertising from the perspective of a creative agency. It outlines 3 important aspects of programmatic: storytelling with a direct connection and less transactional approach, accurate targeting and retargeting at scale, and freedom within a framework of dynamic creative and personalized stories. It provides an example of how to plan for dynamic programmatic creative by understanding an audience segment and intersecting their personal passions with media opportunities and creative approaches. The document emphasizes focusing on the story rather than the technology and continuous optimization by learning from real-time data.

1. Creativity in the age of programmatic
A creative agency perspective
72andSunny Amsterdam

2. 72andSunny

3. 100 people
24 nationalities
In the heart of Europe
100 people
24 nationalities
In the heart of Europe

4. Born Modern

5. High tempo
High collaboration
High cultural impact

6. The Wall
Prototyping

7. 3 IMPORTANT ASPECTS
OF PROGRAMMATIC

8. Storytelling
Direct connection
Less transactional
Sequential messaging

9. Targeting
One on one communication at scale
Accurate targeting & retargeting
Higher impact

10. Freedom within a framework
Programmatic media buy
Dynamic creative

11. Personalised stories at scale
Higher impact through more accurate
targeting

12. SETTING UP FOR
DYNAMIC PROGRAMMATIC
CREATIVE

13. Planning media used to
be a binary choice...
source: discoveringjournalism.wordpress.com

14. Now there’s millions of possible choices,
all of which are starting to converge
source: europe.iabc.com

15. This new technology means we can...
Tailor messages for specific passions (bird
watching), events (elections) and moments (on
the way back from the airport)
Be sequential in our messaging & storytelling
Think jointly about creative & media strategy

16. *
first off,
it’s helpful
to pick an
audience &
understand
their journey

17. an
example
segment,
‘Simon’...
source: instagram.com/mattfee

18. An approach to planning
for programmatic
THE
MEDIA
OPPORTUNITY
PERSONAL
PASSION
THE
CREATIVE
OPPORTUNITY
THE INTERSECTION
OF THESE THREE
ELEMENTS IS
‘THE WIN’TAKE THE BRIEF,
AND THEN...

19. THE
MEDIA
OPPORTUNITY
PERSONAL
PASSION
THE
CREATIVE
OPPORTUNITY
MOBILE
SCALABILITY
SEQUENTIAL
MULTI-CHANNEL
PARTNERSHIPS
WHAT ARE WE TRYING TO SHOW / SAY
WHAT’S THE NARRATIVE ARC (IN A BANNER…)
IS IT LEGAL APPROVED
PRODUCTION REQUIREMENTS
RELEVANT TO AUDIENCE
EASY TO ACCESS
SURROUNDED BY CONVERSATION
RELEVANT FOR THE BRAND
MESSAGE
AN IDEA COULD BE JUST ONE OF EACH OF THESE
OR MULTIPLE
HAVING A LOOSE FRAMEWORK HELPS WITH
SOMETHING THAT HAS SO MANY OPPORTUNITIES

20. ONE OF MANY POSSIBILITIES... MEDIA
OPPORTUNITY
MOBILE
SCALABILITY
SEQUENTIAL
MULTI-CHANNEL
PARTNERSHIPS
“RESEARCHING
A SHORT
BREAK”
Mobile search
YouTube videos
Holiday videos
...

21. MEDIA
OPPORTUNITY
source: Google Trends, May 2015

22. MEDIA
OPPORTUNITY
source: Google Trends, May 2015

23. ONE OF MANY POSSIBILITIES... PERSONAL
PASSION
RELEVANT TO AUDIENCE
EASY TO ACCESS
SURROUNDED BY CONVERSATION
RELEVANT FOR THE BRAND
MESSAGE
“CYCLING”
European wide
Multiple events in spring / summer
Lots of media / social conversion
to target via programmatic
...

24. ONE OF MANY POSSIBILITIES... PERSONAL
PASSION
RELEVANT TO AUDIENCE
EASY TO ACCESS
SURROUNDED BY CONVERSATION
RELEVANT FOR THE BRAND
MESSAGE
Plenty of events that cyclists are
into and have travel opportunities
associated to them...

25. “RESEARCHING A
SHORT BREAK”
“CYCLING
ENTHUSIAST”
CREATIVE
OPPORTUNITY
…
?
FINAL TIP…
FOCUS ON THE STORY INSTEAD OF THE TECHNOLOGY

26. Some thoughts on presenting
● Outline your insight/idea
● Summarize your idea
● Show the campaign elements that support the
main idea: The film, digital execution, real life
(installation) and other
● Outline a user journey: what is the consumer
experience?

27. PROGRAMMATIC OPTIMISATION

28. Results informs strategy and creative
Real time data and optimisation
Real-time creative development and news rooms
Break down the silos
Continuous optimisation

29. A new assumption: we know nothing
We’re experimenting with the opportunities
programmatic offers
Figuring out the process on the go and evolve
with the tech, tools and audience
R&D

30. THE FUTURE

31. Algorithms + Data vs Creativity
How tech and tools will evolve / follow?
How do we get to a connected data network
Questions we have right now..

32. Nobody likes to be stalked
Ethical questions on the edges
Technology is not enough
Watch-outs

33. Removing the siloed structure between
Client - Creative agency - Media agency
More and real-time collaboration
The traditional model for advertising doesn’t
work
Closer collaboration

34. thank you