Automatic Creativity Renaud Biet, co-founder of TabMo, tells David Murphy that far from conflicting with each other, programmatic and creativity can, and should, go hand-in-hand
here’s an underlying current of friction between the concepts of programmatic and creativity. While most people accept that programmatic makes the process of buying and selling ad inventory much more efficient, by automating many parts of it, there are many who say that the focus on automation means there
It’s an issue that was front of Renaud Biet’s mind when he co-founded TabMo as a mobile-first DSP (Demand-side Platform) some three years ago. “Creative is our watchword,” he says. “We see absolutely no reason why programmatic and creativity cannot go hand-in-hand, and that’s the way our platform has been built, from the ground up.”
video and native video ads within apps and mobile sites. Biet says: “We’re the only programmatic platform in the world to combine nextgeneration mobile DSP with automated creative modules that any media trader can use. Available in self-service, this will help marketers in their goal to accelerate the switch from desktop to mobile advertising.”
“WE HAVE A NEXT-GENERATION PLATFORM AND A TALENTED ENGINEERING POOL OF 25 DEVELOPERS IN OUR R&D CENTRE” is less emphasis on creativity. Yes, you can target the right person in the right place at the right time and in the right context, but if what you target them with is unmemorable, and in fact barely noticeable, those carefully targeted ad dollars are simply wasted.
Automated modules There are two ways to bring this creativity to life on TabMo’s Hawk platform. The first is via a number of automated creative modules that sit within the platform, enabling brands and agencies to easily incorporate full-screen video interstitials, 360
For more complex treatments, TabMo has a strong team of eight designers within its creative studio that can create bespoke ad units on demand. Alternatively, if the advertiser has a creative partner they already work with, like Celtra for example, the TabMo team can simply insert the partner’s tags.
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The September 2016 print edition of Mobile Marketing