Tribe Dynamics. Tubular. WBR Insights. YouGov.

Nicole Perrin is a principal analyst at eMarketer, focusing on digital marketing and advertising, including native advertising, storytelling and creative, customer experience, brand safety, Amazon’s ad business and consumer attitudes toward advertising.

In the new media value chain, digital distribution can deliver dynamic content instantaneously across any number of touchpoints, diminishing the importance of these middle links of the value chain. Instead, the center of gravity has shifted toward audience aggregation.

For example, we feed creative engagement-level insights derived from each user interaction back to a brand's customer data platform [CDP] to enrich each segment or customer record.”. Junior Pence, CMO and creative director of Peace Out Skincare, also believes that personalized communications are critical to successfully engaging with shoppers.

Are we creative? Our goal is to be a creative, but certainly we're looking at that across the business as it shifts to make sure that we're adding incremental value. We keep those KPIs globally, and that also becomes the template for how our markets measures their performance as well. How are you retaining customers? We're running the play we put in place two years ago.

In fact, 86% of US creative and marketing professionals work with external partners, according to Q4 2020 research from creative project management software provider inMotionNow and technology acquisition service provider InSource.

Skippable or nonskippable, advertisers need their video ad creative to be compelling. Campaign performance on YouTube relies heavily on the impact of the video ad creative itself. Nonskippable ads allow advertisers to reach a captive audience, but these ads also tend to have higher content abandonment rates.

The dynamic of that platform allows you to have more of that one-to-one connection, and yet still be brand-oriented. It’s different from the style that you might have from a Tmall livestream, which reaches a wider audience. It all comes down to convenience. Take something as simple as booking an appointment online.

On the paid advertising side, a new sticker ad format—now in test on Facebook Stories—has the potential to open up contextually relevant creative opportunities, as well as new calls to action. In the test, the ad appears as a sticker overlaying a creator’s Story. The creator then gets a cut of the revenues.

Snapchat dynamic ads, which can dynamically optimize product creative to drive conversion events, are proving successful on an even wider scale.

“We know that there’s a propensity for people to have a certain level of brand loyalty,” said Rachelle Denton, co-founder and creative strategy director at creative and data specialist The Storm Collective. “However, for a variety of reasons, many millennials and Gen Zs have spoken about having switched brands at some point.

This is a time to experiment and get creative, so it’s important to consider all options and select the appropriate type of event based on the established goals. Realize that virtual events have the power to reach a larger audience (if desired).

Creating one-to-one assets for every target isn’t scalable or repeatable, but her team has homed in on a “sweet spot of customization beyond dynamic fields such as [account name] that gives the impression of a one-to-one story but is told on a slightly larger scale.”

“Clients really appreciate the ability to be more creative with these ad types to drive awareness,” said Guru Hariharan, CEO of ecommerce technology provider CommerceIQ.

Ad decisioning systems must also identify which homes and what creative should be served to a brand’s consumer target. The single-advertiser spot optimization (SASO) ad-serving model, for example, decides which brand of creative should be served within a specific commercial for one advertiser only. This approach is practical for marketers with a large portfolio of brands, such as Unilever.