Creative hurdles for display advertising still persist, with digital story-telling having new hurdles.
What is one creative key to avoid this? “Putting the users at the center of it -- not for mass [audiences],” says Aaron Howe, senior creative director of Possible, speaking at OMMA Premium Display on a panel about the creative process. He says his company looks for more of a one-on-one approach. Howe, who once said display is “the outdoor of the internet”, says creative gone from bland to great. But he adds: “Creatives are not pushing hard enough.”
Jerome Austria, digital executive creative director, Deutsch LA, says one issue is that too many creatives spent too much time working technology issues.
Emily Yamamoto, manager of digital marketing for Mitsubishi Motors, said display still works well for her company. She agreed with other panelists that it is about the “why” not the “how” when it comes to creative execution.
Rob Palmer, executive creative director of Doner, LA, is worried that data-driven
issues can hurt the creative process.
Programmatic media buying and planning can make it harder for story-telling for display advertising, according to the panelists.