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      "body": "Congratulations @neartch! You received a personal award!\n\n<table><tr><td>https://steemitimages.com/70x70/http://steemitboard.com/@neartch/birthday1.png</td><td>Happy Birthday! - You are on the Steem blockchain for 1 year!</td></tr></table>\n\n<sub>_You can view [your badges on your Steem Board](https://steemitboard.com/@neartch) and compare to others on the [Steem Ranking](https://steemitboard.com/ranking/index.php?name=neartch)_</sub>\n\n\n###### [Vote for @Steemitboard as a witness](https://v2.steemconnect.com/sign/account-witness-vote?witness=steemitboard&approve=1) to get one more award and increased upvotes!",
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      "body": "Over the next couple of weeks, we're running content from our recently-published Programmatic Handbook. Here, Dal Gill, global head of programmatic at seedtag, asks if the programmatic industry lacks creativity.\n![](https://cdn.steemitimages.com/DQmZ9uzJWihEU28DsYPVZMVJc7fwb31GHjdRp7oJ7Y8T3AZ/image.png)\n\nAccording to Attitudes to Programmatic Advertising, a report released by the IAB in September 2018, digital advertising budgets keep growing, and for some advertisers it is becoming their biggest spend: 29 per cent of those surveyed said they had invested more than 61 per cent of their total budget in digital.\n\nIn light of the above, there is a huge growth potential in programmatic, since it provides strategic competitive advantage on both the buy side and the sell side of the digital advertising industry.\n\nWhile some native advertising solutions can bring a breath of fresh air into programmatic by boosting creativity, the non-standard nature of programmatic has prevented them from spreading themselves widely, and most agencies would rather stick to the classic formats they feel more comfortable with.\n\nHere’s what some programmatic experts think about creativity in programmatic buying:\n\nSam Yu-Hsuan Lin, head of programmatic at Zenith, states: “Possibly due to resource constraint, we often see brands stick to the usual creative formats they are most familiar with. This might provide the best reach; however, brands might be missing out on opportunities that can best maximise the impact of their creative message.”\n\nOlumide Gomes programmatic director at MC&C, says: “The promise of programmatic and buying based on audiences was meant to bring us closer to 1:1 messaging and creativity; however, it seems to be heading the other way. Rather than creating ads based around a consumer’s experience with the brand and creative, it seems to be more about an obsession with looking for what is deemed good metrics. Ultimately, in the front of every marketer’s mind should always be how their audience will be receiving their brand.”\n\nIn the words of Shaaf Tauqeer, Cadreon campaign engineer: “Programmatic can be utilised to drive so much more creativity than we actually are at this moment. If utilised properly, the automated element (AI algorithms) associated with the tech provides us time to concentrate on developing interesting insights, and therefore more useful campaigns. From a trader’s perspective, time is everything, so if data is analysed properly we can look into building audience insights to generate dynamic campaigns which are specifically directed towards the users’ needs. What we are lacking is not the ability to use data correctly to build those insights and then use those data segments all the way to mould creatives that drive sales or engagements for a brand, which is the ultimate goal of any advertiser.”\n\nFern Potter, Neo Media World UK managing partner, thinks that Dynamic Creative Optimisation (DCO) and other data-based technologies are a plaster for a lack of process around creative and media integration. Potter states: “Consideration of target audience, delivery platform and the audience’s consumption of said platform needs to be considered throughout the process of creative ideation, production and media distribution. Finally, measurement and success metrics for creative should be as robust and accountable as they are for media placement. A combined KPI delivers better accountability and a better consumer experience.”\n\nWhy Seedtag in-image programmatic?\nThe planning and execution of programmatic ads are crying out for more innovation and creativity from their agency and publisher partners. This has led to the rise of ad tech companies, and their place in the ecosystem is more important than ever.\n\nSeedtag 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.\n\nMy 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.\n\nMarketeers 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.\n\nProgrammatic 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.\n\nTechnology powering creativity and innovation\nSeedtag’s in-house Cognitive Content Analysis technology, combined with the power of machine learning, provides human-like 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 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).\n\nOnce collected, seedtag leverages all this data to find the optimum campaign context and to shape creatives accordingly, maximising campaign impact.\n\nFinal thoughts\nNative 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.\n\nThe problem appears when standardisation kills creativity and makes every ad look the same. In order to avoid this, every player 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.",
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      "body": "Australia, we have a problem. Our economy is not growing fast enough. Our old modes of generating growth are becoming increasingly less relevant. But there is a solution: creativity needs to become central to the national agenda.\n\nToday, Australia is the world's 13th largest economy and a member of the G20. However, we’re going backwards. According to PwC’s 2050 Report, by 2030 Australia will drop to 29th, roughly swapping positions with Bangladesh.\n\nThe era of resting on natural assets to fuel our prosperity is over. We have to move up the value chain, and to do that, we need to find ways to better harness our human assets.\n\nCreativity can, and should, be one of our most significant drivers of future growth and competitiveness. But many still think creativity belongs in the sandpit and not on the spreadsheet. We need to find a way for creativity’s power to be front and centre in our economy.\n\nCreativity is not a soft word. International predictive data about work released by the UK’s National Endowment for Science, Technology and the Arts (NESTA) shows that creative jobs are likely to see a growth rate of 87 per cent by 2030, compared with a sharp decline across more traditional industries.\n\nAt home, the Australian Bureau of Statistics estimates that the creative sector contributes an astonishing $86.7 billion to our GDP. The role of creativity is to build value, and we need to start taking it seriously, as seriously as P&L, dividends and working capital.\n\nCreativity matters socially – for our education, well-being and the cohesion of our community – and it matters culturally, to help define who we are and how we share our story with the world.\n\nAnd when I say creativity, I’m not just talking about “the Arts”. Creativity covers everything from the core cultural arts – like fine art and filmmaking – to the more commercially-orientated creative industries such as architecture and advertising. It also extends to creative practices in other industries, such as the changing role of service design across all sectors.\n\nIn the new economy, creativity is a key driver of commercial competitiveness and edge. It is core to the way we develop and support ideas, find commercial opportunities, create business models and build relationships with consumers across the whole economy.\n\nWhy aren’t we investing in, empowering and harnessing creativity across our entire economy, in business, in schools, in communities and in public policy?\n\nPart of the problem – and opportunity – lies in our education system. Last year, the United Nations ranked Australia a lowly 39th out of 41 affluent nations in providing quality education.\n\nOur focus on STEM subjects (science, technology, engineering and maths) is limiting us. Ironically, the countries across our region that have been known for investment in STEM are now focusing on creativity.\n\nLast year, the National University of Singapore undertook a massive research project to determine what skills would better prepare its graduates for the world. It found that future generations won’t need technical skills, but rather “soft” skills and drivers of creativity.\n\nWe need to expand our focus from STEM to STEAM. We need to elevate the Arts to supercharge our children’s learning and train our kids in creativity.\n\nConsider this. When Australia wasn’t performing in sport, the government created a commission to deal with it. The Australian Sports Commission develops excellence and promotes participation in sports by all Australians.\n\nWhen productivity was an issue for Australia in the late 1990s, the government established a Productivity Commission to review, conduct research and give advice.\n\nI believe we now need to establish a Creativity Commission. It would have four primary functions:\n\n-To support the growth of the creative economy.\n\n-To build creative capacities and ideas to help inform policy, initiatives and industry.\n\n-To recognise the interests of the community and how we can use creativity to facilitate better outcomes for the nation.\n\n-To support the development of creative and internationally competitive Australian businesses.\n\nSuch a move is not without precedent. Other countries are already heavily invested in highly productive programs. The UK, for example, has global innovation foundation NESTA, which started with a £250 million endowment to harness creativity, the Creative Industries Council and Creative Britain to build all these possibilities.\n\nWe need to find a new way – an Australian way – of supporting creative approaches and persuading our decision-makers to think beyond the short-term and the politically marketable.\n\nA Creativity Commission would bring our best creative thinkers together to devise and support new ways to address our biggest challenges in game-changing ways. It would be our Future Fund of ideas, not just dollars.\n\nThe new body would help remove barriers and empower businesses across sectors to collaborate and engage in creative thinking. Critically, it would fund start-ups, kickstart new ventures and help realise the IP that emerges from its work – empowering ideas through action.\n\nFinally, it would help supercharge and sell what we are doing across all areas of government and business.\n\nI want to see Australia become creative in tangible ways that benefit us all, and to build on our talents to generate a sustainable competitive advantage. Let’s embed creativity in our institutions, our government, our schools.\n\nWe need great ideas, and the capacity to realise them, and we need more self-belief. A Creativity Commission would go a long way to achieving just that.\n\nBy PwC chief creative officer and Australian Film Television and Radio School chair Russel Howcroft",
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