Hasta La Creative!

Here’s the good news: a recent report from Nielsen and Simulmedia showed that television continues to be the largest platform for audience delivery, with 283 million Americans spending more than 146 hours on average watching TV each month.

The scary part, at least for agencies, is that the medium is changing fast. Cross-platform viewing trends are not a myth, and advertisers increasingly want a piece of the video advertising pie. Evidence of this can be quickly seen in the Motley Crew that made up the season’s Digital NewFronts. Time Inc., Cond Nast, National Geographic Society, oh my! And it’s not particularly surprising why they take this strategy a TV ad campaign that includes digital touchpoints can increase effective reach by 16 percent at the same overall budget.

But most agencies today manage their TV and digital media purchases on separate buying structures, making integrated ad buying a challenge for them. Advertisers are increasingly demanding a ‘programmatic creative’ structure from their agencies, where their audiences are targeted with custom content during the path to purchase. Agencies or broadcasters are not currently equipped to manage multiple creative assets at any given time.

Continue reading at AdAge.com