Can Marketers Optimize Branding Campaigns in Real Time? – Brands aim to be more nimble with digital ad optimization

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


Marketers buying print or TV ads are often stuck with the same creative for the entire campaign lifecycle, even if periodic brand-health metrics show low favorability toward the campaign or poor ad recall.

But online, marketers increasingly look to swap out creative based on performance—and may even run hundreds of creative iterations that can be tailored to unique audiences through dynamic creative optimization.

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