creative

Creative content for advertising has a much shorter shelf life in this fast-moving digital world, says Chris Weil, Chief Executive Officer for Momentum Worldwide, in an interview with Beet.TV. “The distribution channels have changed so dramatically and we need to look at content in a different way,” he says. In the past marketers could build […]

FORT LAUDERDALE – The ideal partnership for media divisions and creative departments is to work together from the start of a campaign, says Shenan Reed, President of Digital North America at MEC, at the recent Beet.TV executive retreat in an interview with Ashley J. Swartz, CEO of Furious Corp. “Our job is to take creative and […]

COLOGNE  — New platforms and buying patterns demand different forms of creativity, says Sean Lyons, Global Chief Digital Officer at Havas Worldwide, in an interview with Beet.TV. Agencies need employees who understand platforms like Facebook, Twitter, Vine and Instagram, as well as new forms of buying that are driven by data, he says. “There are nuances to […]

Ad campaign creativity has been lost in the multi-platform digital age as advertisers have rushed to cram their broadcast ads in to a range of very different screens, according to a panel of frustrated ad and measurement executives. “Creative, that’s our biggest hole,” Xaxis’ north America MD Brian Gleeson tells Beet.TV. “We’ve spent so much money […]

Today, super-automated and -targeted ad buying dubbed “programmatic” is mostly  brought to bear on straightforward display ads in standard formats. So, with engaging new devices demanding new-wave interactive ad formats, will programmatic reach this new area? “Technology will catch up to the creative,” Real Media Group president Nicolle Pangis tells Beet.TV. “We’ve seen it in display, […]

LONDON — The industry is still not configured to easily producing online advertising that works across digital screens, a panel convened by Beet.TV agrees. Unlike Scandinavia, where 90 percent of pre-roll ads last a mobile-friendly 12 to 15 seconds, most UK pre-rolls are dumped from existing 30-second TV spots, sports video firm Perform Group’s UK […]

Much of the energy in advertising nowadays is coming from data-driven algorithms that super-target just the right ads to just the right audiences, as this recent Sunday Times feature pointed out, noting the death of creative “mad men”. But two ad tech executives speaking at Beet.TV’s Chicago programmatic video ad summit said algorithms can serve […]

CANNES — Repurposing TV spots for online video doesn’t give brands the best creative canvas for the digital medium, says David Sanderson, Senior Creative Director at Tremor Video, during an interview with Beet.TV. For instance, if engagement is an important metric for the media team, the creative team should build formats with that in mind […]