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Creative In A
Programmatic Future
Gary Milner
Global Director,
Lenovo
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History Of Creative
• Linear, Long Process
• All About Opinions
• Adverserial
• Post Campaign Results
• High Cost
• Uni Channel
2015 Lenovo Internal. All rights reserved.
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"Millennials – Hard To Reach – Blockers/Multitaskers/Streamers
Source : Popsugar
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"Millennials Don't Want Ads. They Want Stories."
Millennials are much more receptive to
advertising tailored to their own interests.
This may seem selfish until you realize
Millennials grew up in an individualized
world, where social media, news feeds,
consumption of culture, and much more,
was designed around the user's specific
decisions and choices. It shouldn't be
surprising that such a group would be more
interested in advertising that works the
same way. - NewsCred
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How Does A Brand Fit This To Reality?
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Digital Disruption – Creative Process Has To Change
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And A New Paradigm To Production
Specialist
Agency
CrowdSourced
Partner
VOLUME
COST
Large Agency
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Layered With The Journey
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The Creative
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The Creative
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The Creative
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The Creative
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Programmatic Execution Measurement
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• DSP Execution
• Brand Lift/Media $
• Cost of Creative
• Cost per pt of Brand Lift
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Real Time Measurement – Hands On
Which brand is associated with the Yoga tablet?
Lenovo
Apple
HP
Dell
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A Wish List For Programmatic Creative
• I/O To Die
• CMS Creative Systems Linked Dynamically To DSP
– Base Creative
– Ad Overlays (interactive components)
• Auto Adjust For New Brand Measures
• Analysts To Be Marketers, Marketers To Be Analysts
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Summary
• ENSURE WELL DEFINED CONTENT STRATEGY
• BUILD YOUR CONTENT DIFFERENTLY
• MEASURE BRAND IMPACT
– Production to Media Cost
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