Looking back on Advertising Week 2014, the mantra that I heard over and over again is art plus science equals great advertising. That idea is not exactly new, but most discussions on content or creative kept circling back to ad tech and one hand washing the other better deliver on the promise of relevance.
In a few panels, speakers talked about how they have successfully brought together their engineers and marketers to create great campaigns. In others, they talked about looking at data to decide what content to create. And ultimately they looked at the data again to analyse and measure it, in order to make their content resonated with their audiences.
Sitting in on the CEO Connectors panel with Millennial Media CEO Michael Barrett and other top tech leaders, co.collective co-founder Rosemarie Ryan said, “If you don’t have decent content, no one will care.”
She’s right. All the machines in the world don’t matter if they just lead you to bad, unengaging creative.
No matter which side of the house you’re on, you have to recognize the importance of the other - and leverage it! - in order to create great marketing. This is what we believe as a company here at Millennial Media.
That said, it seems we have a perception problem. Jerry Seinfeld tore the roof off the advertising industry while accepting a Clio during Advertising Week.
In a deadpan speech, Seinfeld lauded/criticized the advertising industry thusly: ”I think spending your life trying to dupe innocent people out of hard-won earnings to buy useless, low-quality, misrepresented items and services is an excellent use of your energy.”
How did the crowd react to this backhanded compliment of a speech?
They cheered because the ad industry can take a joke. And they also cheered because while we might not sincerely love every product we sell, we do the selling itself pretty well thanks to the innovation that exists in ad tech. Perhaps we should start building the products we sell, too? Because what we’ve built so far is pretty great.
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Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.