COLOGNE — Digital creative is on the cusp of a transition that will be driven by data and new forms of distribution, says Jeff Benjamin, Former Chief Creative Officer at JWT North America, in an interview with Beet.TV about the future of video. “There is a theme of data-driven creativity with more ads that are automated,” he said, but he warned that creatives need to be cautious about relying too much on technology. While data and automation can do wonders for ads, ultimately “you shouldn’t see the automation, you should just see and feel the idea,” he said.
Likewise, distribution across venues such as YouTube, Facebook and Vine is changing the approach to video, which can be 30 seconds, 15 seconds, six seconds, or much longer. “Video is being generated by people interacting with things. You are seeing stories generated by your social feed, by scraping your feed and creating custom videos and stories,” he said.
Last month, Benjamin left JWT to launch a new creative venture. According to Ad Age, his new agency will open for business in about six months.
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