MIAMI — It’s a wide-open new marketing world, with a big new creative palette. But sometimes picking the right brush can be half the battle.
MasterCard is one big brand with all the tools at its disposal. So how is it thinking about the right advertising tactics to deploy?
In this video interview, MasterCard’s media SVP Ben Jankowski tells Beet.TV the company sees opportunity in tapping media companies to create its messaging, whilst dynamic creative personalization is filled with burden.
“Media owners are in the business of creating content,” he says. “So, rather than just have us create our own message and then run it on our distribution network (we) utilize them to help us create content.
“So go work with sports networks to create really cool sports experiences, and they can produce messaging around it. You know, food companies, travel partners like TripAdvisor and guys like that. We’re getting into the rhythm of using them to help us create content.”
Branded content is an opportunity many major companies are now embracing. Another opportunity is to customize TV and video commercials for individual recipients.
So-called “dynamic creative personalization” is the art of assembling a video ad from multiple scene permutations, depending on the targeting criteria.
That’s a challenge for MasterCard, which has operated the “Priceless” campaign for years. And Jakowski sees a challenge in the chance.
“Back when dinosaurs roamed the earth … you created one piece of advertising and you ran a campaign around it,” he says.
“Now, if we’re really bringing the promise to full life, you have to create … multiple experiences.
“If we can’t figure out how to build the kind of scale that we need to do bring that to life, it just slows us down a little bit.
This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
This interview was conducted by Matt Spiegel, MD of MediaLink.
