The Creative Process for Programmatic
Transitioning to a data-driven creative process has real rewards.
Programmatic advertising allows marketers to effectively reach their audiences in the crucial moments when decisions are made. But programmatic isn't just changing how we buy and sell media; it's also an opportunity to transform the way we strategize, design and develop creative.
For marketers, it can improve the effectiveness of their campaigns. Media agencies can offer a greater breadth of services to clients, while creative and production agencies can produce higher-quality creative and build more efficiencies into their creative process.
Yet how do we actually make the transition? DoubleClick saw a need to define best practices for developing and implementing creative strategies for programmatic campaigns. In partnership with the digital creative studio, Fancy Pants Group, and management consulting company, Accenture, Google DoubleClick tested several approaches with three brands: Gilt Groupe, L’Oreal Vichy, and Royal Bank of Canada