Advertising Week Europe

Advertising Week Europe 2017 Official Guide

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Page 193 of 299

INNOVATION In the UK, some 60 percent of digital display was traded programmatically in 2015, according to IAB UK. So, in a world where software rather than humans is increasingly used to purchase digital advertising, you might think that programmatic buying spells the end for emotional creative in the industry. But could that fear be overblown? Might it even be true that emotion is essential for programmatic success? Rupert Staines, Managing Director at RadiumOne, believes so. He takes the more optimistic view that every step in a campaign, including programmatic, must connect with your core emotional idea. "We're under tremendous economic uncer- tainty, and marketing directors are under a lot of pressure. If you don't have an emo- tional idea, you're in trouble," says Staines. RadiumOne believes that when creative messaging is done well, with a strong idea that connects emotionally with your audi- ence, it's like putting super-fuel in your Emotion And Programmatic Buying: Can Marketers Have It Both Ways? Software's Role May Be Growing, But The Actual Messaging Remains An Essential Part Of Any Campaign by Traci Browne

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