Good post and analogy. I like the Art of War reference.
I've been arguing for a long time that the 80 / 20 rule in advertising (ad budgets get allocated 80% to media and 20% to creative) is flipping.
Creative will be the new hotness. Not big creative. Think smaller.
As you say, 'modular, real time, social, open, micro-transactional.' And iterative and augmented by on-demand talent.
brooksjordan
· 5 months ago
Thanks. Familiar in the sense that it's what you guys decided to do?
brooksjordan
· 5 months ago
Ah, for some reason I didn't see the rest of your reply on my phone. I hear it.
The question is can that creative somehow be packaged up in a self-service product . . . I'm thinking of something like @campaignmonitor, which I was in this morning - super easy/smart to use with a gallery of hot email templates to use or build upon.
That's good for the customer and the agencies/shops doing custom creative for them. It makes an ecosystem of app provider, creative agency, and client possible.
sherrett
· 5 months ago
That is the question. I hope it can. Our early indication are that it can too. Maybe through direct sales to ad buyers, maybe through partnerships with media companies, publishers and networks.
I like the Campaign Monitor example. We use them for our email newsletter and it's such an good experience I can't imagine using anything else.
The comparison gallery of resusable templates for ads is a little harder. So many media types, output formats and creative elements. But doable in the long run.
The biggest barrier remains client adoption of creative not custom built for them.
All Comments
Good post and analogy. I like the Art of War reference.
I've been arguing for a long time that the 80 / 20 rule in advertising (ad budgets get allocated 80% to media and 20% to creative) is flipping.
Creative will be the new hotness. Not big creative. Think smaller.
As you say, 'modular, real time, social, open, micro-transactional.' And iterative and augmented by on-demand talent.
The question is can that creative somehow be packaged up in a self-service product . . . I'm thinking of something like @campaignmonitor, which I was in this morning - super easy/smart to use with a gallery of hot email templates to use or build upon.
That's good for the customer and the agencies/shops doing custom creative for them. It makes an ecosystem of app provider, creative agency, and client possible.
I like the Campaign Monitor example. We use them for our email newsletter and it's such an good experience I can't imagine using anything else.
The comparison gallery of resusable templates for ads is a little harder. So many media types, output formats and creative elements. But doable in the long run.
The biggest barrier remains client adoption of creative not custom built for them.