Around the Net
"Creative Still Matters"
- Search Engine Watch, Friday, April 5, 2013 3 PM
A recent post on Search Engine Watch spelled out five "critical points that every marketer soul know about the RTB phenomenon." Clocking in at number 3 is the point that "creative still matters."
The fifth point revolves around the issue of quality RTB inventory, and the post says that those issues have been resolved. "…[T]hanks to better and better content analysis technology, low-quality sites are no longer a problem."
This story needs to be repeated and listened to by the to the next generation of digital marketing sales people. One thing that the Quants on Wall Street and the High Frequency Trading Houses have taught Ad-tech professionals is that its that "creative" is one of the only things that we as humans have left to offer and its usually the difference maker in whether or not a campaign provides value to the client and/or consumer. I.e. Campaign is a practical and not theoretical success.