A new division that aims to improve the creative quality of ads served programmatically, in turn improving people’s experience with online ads, is being launched by ad tech firm RadiumOne.
The division, called Creative Solutions, will specialise in producing and managing creative to be served programmatically. Namely, that the mechanics of how ad exchanges assess and potentially deliver ads is more heavily factored into the process of creating ads, so less are rejected and more appear correctly in whatever environment they’re delivered to.
Additionally, the division will be able to deliver greater creativity by experimenting with new ad formats to provide a better online ad experience for consumers.
“There’s been a lot of crowing around programmatic creative but the reality is there’s too much of a gap between people creating ads, and those responsible for delivering them programmatically, to deliver the potential that advertisers are after,” said Emma Hazlehurst, who will head up the division. “Making the end user experience as engaging as possible whilst ensuring your creative isn’t rejected by exchanges involves experience and skill because not all exchanges have the same specs and it often involves rigorous testing to ensure creatives appear correctly in each environment.”
IAB/PwC’s Digital Adspend Report showed that 60% of banner and video display ads in 2015 were bought programmatically, worth £1.6bn. The new division will cover all display formats including video, mobile and native.
“It’s about fusing our insights on audiences to better understand what creative resonates with them,” says Hazlehurst. “The rigour then comes in working out which exchanges accept the best creative, thus making the process more efficient and effective for advertisers. As a data-driven business our focus is to create trends not follow them. We’re actively looking at new opportunities and solutions that will help us innovate in the world of programmatic creative.”
Hazlehurst, head of strategic solutions, will report into UK managing director, Craig Tuck.