RadiumOne launches 'programmatic creative' division
A new division that aims to improve the creative quality of programmatic ads and minimise consumers' growing rejection of online advertising is being launched by RadiumOne.
Creative Solutions will produce and manage creative to be served programmatically and will cover all display formats - including video, mobile and native. It will also experiment with new ad formats in an effort 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 £1.6 billion.
"It's about fusing our insights on audiences to better understand what creative resonates with them," Hazlehurst added.
"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 will report into UK managing director Craig Tuck.
Last month Mediatel hosted a debate that looked at the marriage between programmatic and creative and found that it still remains a goal rather than a reality for many clients.
However, Nicolas Bidon, CEO of Xaxis, said it has "really risen to the top of their agenda as they continue to see more budgets going to digital, and more digital budgets going to programmatic."