Thursday, June 12, 2008

Get Ready For Creative Auto Development.

It’s always been a hot topic, but now there are a number of companies that are specializing in the auto-development of creative. Three of the leaders in this space are QMeCom, ScanScout and AdReady. All of which have slightly different models and slightly different goals, but all of which exist to make it easier for people to create online creative and optimize their campaigns.

The goal of these is to develop templates and personalize the delivery of creative based on any number of factors. These factors can behavioral data, they can be recently searched data or they can simply be demographic information.

At first blush they are all very different and to be honest, when you visit their sites they are not too clear on what they are doing, but they all end up in a similar area. If you are a Direct Response marketer, you need to use these tools to create more ads to optimize too. If you are a Brand marketer, these tools allow you to create ads that are hopefully more relevant to the specific user or audience they are being shown to. They provide scale at a fraction of the cost of hiring a team to bust out ad banners.

These do not replace a creative team entirely. They provide a solution for scaling that portion of your budget which is not high impact and needs to remain fresh.

Check them out and see what you come up with!

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