Published April 2016
This article is part of a collection on data-driven creative. Explore the collection to see what's possible when data and creative come together to build more relevant and effective campaigns.
Programmatic advertising allows marketers to effectively reach their audiences in the crucial moments when decisions are made. But programmatic buying platforms aren't just changing how we buy and sell media; it's also an opportunity to transform the way we strategize, design, and develop creative.
We recently launched a guide to help marketers and agencies build data-driven creative strategies for their programmatic campaigns. It’s based on a year’s worth of research in partnership with Accenture, Fancy Pants Group and three global brands: L’Oreal, Gilt, and RBC Royal Bank.
In this Hangout on Air, Jeff Sundheim, Creative Account Executive at Google, will interview the research leads -- Becky Chappell, Product Marketing Manager at Google, and Katie Erbs, Platforms Solutions Lead at Google, to provide an overview of their learnings and explain what you can do to improve the creative in your next campaign.