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Point of View: Big Data Demands Big Creative While the Code of Hammurabi seems a little harsh in today’s world, his point that strong actions require a response of equal strength remains relevant in a variety of contexts. Here, in the world of digital advertising, we believe that big data demands big creative. Previously, we've discussed the myriad of ways data can inform creative, but in the discussion of first-party vs. third-party, deterministic vs. probabilistic, and optimization based on conversions vs. interactions, it’s easy to gloss over how important creative actually is. Case study: RELEVANT CREATIVE & CONTEXTUAL MEDIA are a perfect pairing Phenomenal results come when data drives ad customization. PointRoll recently helped Soubriet Byrne and Associates and its financial services client develop a data-driven advertising solution to effectively distribute advertising messages across different sectors. They dynamically assembled more than 90 creative versions in real time, varying the ads depending on where they appeared. The dynamic ticker-targeting ad performed more than 200% better than PointRoll average benchmarks for financial-services industry polite units. Read More Events Near You: ARt in advertising True creativity crosses borders. Join PointRoll as we host a conversation for agency creatives and advertising professionals, led by artists who have crossed creative boundaries in life and in advertising. EVENTS NEAR YOU: VARIETY ENTERTAINMENT & TECHNOLOGY SUMMIT The challenge of connecting consumers with product has never been more complicated in a cross-platform world. But these master marketers, drawn from a diverse cross-section of industry categories, share their secrets to leveraging the many different options digital media has to offer. From branded entertainment to gamification, the latest trends will be explored along with how data determines all-important ROI. To engage with the millennials driving the modern marketplace, learn how far we've come from the days of commercials, billboards and direct mail.
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