In real estate, it's location, location, location. In today's advertising industry, it's data, data, data. At conferences around the world, executives speak in awed tones about their unprecedented access to consumer data points and how that information is helping them target the right customers, purchase the right advertising inventory and measure campaign performance.
What's often gone overlooked is how data can be used in the creative process to make advertising that surprises and excites consumers. You sometimes hear about a company showing consumers a slightly different banner ad based on their location, weather or household income level. But those are tweaks, not innovations.
Read the full article on Advertising Week’s website.
Alan Schulman is National Director of Brand Creative & Content Marketing at Deloitte Digital. He is a frequent speaker on data-driven creative and is a member of the Faculty of the School of Marketing at the Association of National Advertisers (ANA).