The Creative Challenge of RTB
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THE CREATIVE CHALLENGE OF RTB Najad Jonas-Menouar Digital Director Omnicom Media Group Brussels Copyrights OMD 25 March 2014
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Beyond standard formats and clic mania, the time has come to talk about something else than cheap CPM and unsold inventory. One of the biggest challenge of RTB is the integration of this new technology by the creative agencies.
Transcript of The Creative Challenge of RTB
THE CREATIVE CHALLENGE OF RTB Najad Jonas-Menouar
Digital Director Omnicom Media Group Brussels
Copyrights OMD 25 March 2014
The Creative Agencies Are Complaining
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Data is stifling creativity, as more decisions are made on the basis of numbers and
insight rather than allowing original ideas.
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There is a “creative deficit” in marketing caused by an over-reliance on new technology…
…Consumers are growing suspicious of “Orwellian” data collection practice.
John Hegarty
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The 70/30 rule: purchase decisions are made for 70% based on emotions and for 30% on rational grounds!
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NEED FOR CREATIVE CATCH UP
Avoid killing your target audiences with boring ads!
Evolution of RTB in premium formats.
Technology: the tools should also be at the service of big ideas!
Creative agencies are missing golden opportunities.
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RTB CREATIVITY
Customer Meaningful Experience
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ITS A WIN-WIN
• Alining media and creative has always been successful, ever since the beginning of advertising, why let it disappear?
• With RTB, creativity remains, but the challenge is to link creativity to targeted audiences, to that famous ‘right person at the right place at the right time’ !
• Creativity + RTB provides brand marketeers much better results and at the same time offer consumers a meaningful experience = relevance + enjoyable!
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WHAT IF WE DON’T COMBINE CREATIVITY AND RTB ?
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For many marketeers
RTB Will Remain
A Technical Mystery
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SOME FINE EXAMPLES OF HOW IT CAN BE DONE?
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TV3 – Première League Time targetting
1. Second screen: 77% currently using another device (mobile, laptop, tablet) while watching TV.
2. via RTB: hit every device active 1 hour before a match would start, max coverage with a frequency of 10
3. TV3 leading with 56,4% share against competitor
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Objectif: quality trafic
+200% quality trafic vs standard campaign
+400% ROI
Video + supporting banners
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First RTB skin in Italy
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WHAT NOW ?
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"It's part of our responsibility to talk about what it can deliver as a communications strategy, and to work with creative agencies to deliver that strategy and use the tools, rather than focusing on what the tools do. (Veerle De Lombaerde, global product director of The Exchange Lab.)
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Give agencies the freedom necessary to generate ideas.
Data and creative ought to be able to work together.
Offer the consumer a real and meaningful experience!
THE CHALLENGES AHEAD
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THANK YOU NAJAD JONAS-MENOUAR Digital Direcor
Omnicommediagroup Belgium [email protected]
@NajadJonas
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