Why Creative Programmatic Ads Are Attracting Brand Marketers and Tech Investors

Believe it or not, 100 variations of the same ad is not enough for some digital marketers anymore. That's one of the reasons the stars appear to be aligning for tech vendors that have been developing systems for what they call creative programmatic advertising. Creative and programmatic once seemed incompatible, but here's what is helping bring the two together. The long-called-for movement for makers of display ads to evolve from using Flash software to HTML5 is finally upon us, underscored by Amazon's switch to HTML5-only promos and The Washington Post committing to publishing its content on Facebook with the software. On desktops and mobile, ads via HTML5 work better than those made with Flash, improving campaign deliverability by as much as 50 percent and bolstering marketers' willingness to budget for creative programmatic—defined as the science of targeting images and copy at individual consumers. Now, advertiser and investor money is flowing to creative programmatic startups like PaperG, Persio and Spongecell, among others. For instance, PaperG this week announced a fundraising round of $5 million after picking up publishing clients including Hearst, Charter Media and Tribune. "With Flash, you could have 10 different creatives with 10 different ways, so you'd have in the order of magnitude of about 100 different versions of the ad," explained Scott Cunningham, svp at the Interactive Advertising Bureau and general manager of the IAB Tech Lab, which on Monday... Continue reading at 'AdWeek'

[ AdWeek | 2015-09-30 00:00:00 UTC ]
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NPD BookScan: US Print Book Market Shows a ‘Strong August Performance’

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[ Publishing Perspectives | 2022-09-13 00:21:46 UTC ]
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Best of 2000 AD Proves Why the Comics Are Classic

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[ Wired | 2022-09-02 11:00:00 UTC ]
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How the Karma’s World Doll Launch Became a Meeting Ground for Brands and Culture

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[ AdWeek | 2022-08-25 15:59:04 UTC ]
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Coding and Creative Writing Have More in Common Than You Think

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[ The New York Times | 2022-08-25 09:00:11 UTC ]
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Amazon's Kindle Paperwhite drops to $110, plus the rest of the week's best tech deals

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[ Engadget | 2022-08-19 13:15:16 UTC ]
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DOJ v. PRH: Challenges over Bid Competition, Market Share

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NPD Books on July’s US Print Market: 6 Percent Lower, Year to Date

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[ Publishers Weekly | 2022-07-20 04:00:00 UTC ]
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[ Publishing Perspectives | 2022-07-19 19:16:27 UTC ]
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[ Publishing Perspectives | 2022-07-14 20:38:28 UTC ]
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Check Amazon’s certified refurbished tech deals for bigger Prime Day savings

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[ Publishing Perspectives | 2022-07-11 20:49:57 UTC ]
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[ Publishing Perspectives | 2022-07-07 21:04:45 UTC ]
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Cannes Today—Netflix x Google, Paris Hilton x Gary V, and the branded yacht scene explained

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