Creativity in the age of programmatic

A creative agency perspective

72andSunny Amsterdam

72andSunny

100 people 24 nationalities In the heart of Europe100 people24 nationalitiesIn the heart of Europe

Born Modern

High tempoHigh collaborationHigh cultural impact

The Wall Prototyping

3 IMPORTANT ASPECTS OF PROGRAMMATIC

Storytelling

Direct connectionLess transactionalSequential messaging

Targeting

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

Freedom within a frameworkProgrammatic media buy

Dynamic creative

Personalised stories at scale

Higher impact through more accurate targeting

SETTING UP FORDYNAMIC PROGRAMMATIC

CREATIVE

Planning media used to be a binary choice...

source: discoveringjournalism.wordpress.com

Now there’s millions of possible choices, all of which are starting to converge

source: europe.iabc.com

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

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

an example segment,‘Simon’...

source: instagram.com/mattfee

An approach to planning for programmatic

THEMEDIA

OPPORTUNITY

PERSONAL PASSION

THECREATIVE

OPPORTUNITY

THE INTERSECTION OF THESE THREE

ELEMENTS IS ‘THE WIN’TAKE THE BRIEF,

AND THEN...

THEMEDIA

OPPORTUNITY

PERSONAL PASSION

THECREATIVE

OPPORTUNITY

| TTG PHASE III

MOBILESCALABILITYSEQUENTIALMULTI-CHANNELPARTNERSHIPS

WHAT ARE WE TRYING TO SHOW / SAYWHAT’S THE NARRATIVE ARC (IN A BANNER…)IS IT LEGAL APPROVEDPRODUCTION REQUIREMENTS

RELEVANT TO AUDIENCEEASY TO ACCESS

SURROUNDED BY CONVERSATIONRELEVANT FOR THE BRAND

MESSAGE

AN IDEA COULD BE JUST ONE OF EACH OF THESEOR MULTIPLEHAVING A LOOSE FRAMEWORK HELPS WITH SOMETHING THAT HAS SO MANY OPPORTUNITIES

| TTG PHASE III

ONE OF MANY POSSIBILITIES... MEDIA OPPORTUNITY

MOBILESCALABILITYSEQUENTIAL

MULTI-CHANNELPARTNERSHIPS

“RESEARCHING A SHORT BREAK”

Mobile searchYouTube videosHoliday videos

...

| TTG PHASE III

MEDIA OPPORTUNITY

source: Google Trends, May 2015

| TTG PHASE III

MEDIA OPPORTUNITY

source: Google Trends, May 2015

| TTG PHASE III

ONE OF MANY POSSIBILITIES... PERSONAL PASSION

RELEVANT TO AUDIENCEEASY TO ACCESS

SURROUNDED BY CONVERSATIONRELEVANT FOR THE BRAND

MESSAGE

“CYCLING”

European wideMultiple events in spring / summerLots of media / social conversion

to target via programmatic...

| TTG PHASE III

ONE OF MANY POSSIBILITIES... PERSONALPASSION

RELEVANT TO AUDIENCEEASY TO ACCESS

SURROUNDED BY CONVERSATIONRELEVANT FOR THE BRAND

MESSAGE

Plenty of events that cyclists are into and have travel opportunities

associated to them...

| TTG PHASE III

“RESEARCHING A SHORT BREAK”

“CYCLING ENTHUSIAST”

CREATIVEOPPORTUNITY

…?

FINAL TIP…FOCUS ON THE STORY INSTEAD OF THE TECHNOLOGY

Some thoughts on presenting| TTG PHASE III

● 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?

PROGRAMMATIC OPTIMISATION

Results informs strategy and creative

Real time data and optimisation

Real-time creative development and news rooms

Break down the silos

Continuous optimisation

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

THE FUTURE

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..

Nobody likes to be stalked

Ethical questions on the edges

Technology is not enough

Watch-outs

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

thank you