What’s the new media mix evolving out of programmatic creative? According some agency creative experts speaking on a panel at OMMA Art & Science in Los Angeles this morning, the answer to that question may be harder than you think? Or, for that matter, far more flaccid than you might want to think.
Citing a recent infamous incident in which Twitter served sponsored tweets for Nielsen adjacent to “dick pics” in users’ news feeds, Wolfman Group Co-Founder Ian Wolfman noted, “If Twitter is having issues targeting” programmatically, then what can conventional brand marketers expect?
Actually, the Nielsen promos showed up on Twitter profile pages adjacent to sites called “Daily Dick Pictures” and “Homemade Porn,” but panel moderator Kevin Ryan -- CEO and Founder of Motivity Marketing -- asked what was necessarily wrong with the execution.The long and short of it, he said, is “if your audience is on dick pics” it might be the right content strategy for your brand. Then again, it might not be if you are, say, a luxury brand.