‘Bringing data into creativity in a programmatic world’ – Econsultancy
Glen Calvert says, “Advertisers love the sexy “big idea” for creative branding campaigns.
And therein lies the fundamental aversion to getting down into the detail and considering the potential advantages offered by data.
Data isn’t sexy, consequently, it isn’t loved by brand advertisers. In their minds, data is the preserve of the far less noble direct marketing realm.
The idea of putting data at the core of campaigns, which the direct marketer does, is an anathema to the brand advertiser.
A neat illustration of this thinking is through personalised advertising. Brand marketers can’t deny that they’d like to connect with us all individually.
The “Share a Coke” campaign in which cans and bottles were personalised was a huge brand success”.
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