Hasta La Creative!

Digital media is trackable and malleable. These two facts are creating new opportunities in marketing services and a degree of tension in Old Adlandia.

According to The New York Times, “a new breed of companies” is emerging to tweak the hell out of online creative. They create hundreds of versions of clients’ online ads, changing elements like color, type font, message, and image to see what combination draws clicks on a particular site or from a specific audience.

These companies assume there is no perfect version of an ad—blasphemy for a traditional creative. “Of course, there’s a perfect version of the ad,” a traditionalist would argue. “And it’s our job to discover it and recreate it for any and all media.”