THERE IS NO POINT TALKING ABOUT AD FRAUD, BRAND SAFETY, BLOCKCHAIN AND AI IN 2019 IF THE END ADS ARE ALL GOING TO LOOK THE SAME AS THEY DID IN 2018” In-image display creative for the Renault Kadjar Spanish campaign, featured in Viajestic.com
Seedtag was founded in 2014 with the mission to offer impactful, non-intrusive and compelling in-image solutions. Over the years, the company has evolved by developing its own technology, which provides a wealth of data used for accurate campaign delivery. My own view as global head of programmatic at seedtag is that too many programmatic ads lack creativity. We have got really good at the data targeting aspect and improving KPIs, but the same creatives are used by buyers across all publishers. First it was standard banners, then video, and not much has changed. There is no point talking about ad fraud, brand safety, blockchain and AI in 2019 if the end ads are all going to look the same as they did in 2018. Marketeers need new, innovative suggestions from their agencies. This may be a reason why many agency and publisher folk don’t make that jump into programmatic buying and selling, because, quite frankly, it is boring. You just need to look at the people in attendance at the numerous programmatic events throughout the year and you’ll see the same faces year after year. The industry needs a shake-up, with more creativity and innovation.
Safety (analyses whether the article is safe or not for brands to display in their campaigns); Context Categories (provides different targeting categories so that brands can reach their audience in the most relevant environments); and Custom Categories (like Context Categories, but built upon strategic keywords provided by the brand). Once collected, seedtag leverages all this data to find the optimum campaign context and to shape creatives accordingly, maximising campaign impact.
FINAL THOUGHTS Native advertising is, by definition, non-standard. However, when selling these solutions programmatically, most suppliers have come up with ways to standardise creative components, so that they can be easily integrated into the programmatic buying ecosystem. The problem appears when standardisation kills creativity and makes every ad look the same. In order to avoid this, every player
Programmatic access to in-image inventory is of great importance to seedtag and all five disruptive video and display solutions are now available to be bought. This allows brands to be flexible in targeting their message to highly relevant users. Plus, our in-house design team have a wide expertise in their field after creating more than 3,000 campaigns, which have been delivered across both the European and the Latam markets.
in the market should keep in mind the basics of creativity. Style, tone, copy and images should be designed according to the media placement where the ads are shown and, of course, the audience that will see them. For this purpose, the most powerful data and insights should be leveraged, right from the start. Boosting creativity will lead to better results and provide users with a positive brand experience.
TECHNOLOGY POWERING CREATIVITY AND INNOVATION
Seedtag was founded in 2014 when two former Googlers saw great advertising potential in editorial images. In its first year, the company exceeded its break-even point, and in the second year, seedtag multiplied its turnover by a factor of five. 2018 was the year in which the company achieved its largest growth and international expansion, with offices in Spain, France, Italy, the United Kingdom, Benelux, Mexico and Brazil.
Seedtag’s in-house Cognitive Content Analysis technology, combined with the power of machine learning, provides humanlike understanding of the content and an unmatched contextual targeting accuracy. It identifies thousands of features within text and images and provides three key targeting capabilities: Brand
PROGRAMMATIC HANDBOOK
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