Ad quality is hot on the agenda at the moment, and marketing tech business RadiumOne is launching a new division centred around exactly this.
The company will aim to improve the creative quality of ads served via programmatic with its Creative Solutions division. It will ensure that the mechanics of how ad exchanges assess and deliver ads are more heavily factored into the process of creating ads – as well as being creative with ad formats.
This will mean that ads are less likely to be rejected and appear more ‘native’ to whatever environment they’re in, RadiumOne said.
IAB/PwC’s Digital Adspend Report showed that 60% of banner and video display ads in 2015 were bought programmatically, worth £1.6bn. The new division will cover all display formats including video, mobile and native.
“The decision to do this was based on our experience with both media and creative agencies which showed there’s a really big appetite to actually do something positive to tackle this issue.
“Properly managed and delivered creative is fast becoming where the industry opportunity lies and is a service which delivers advantages across the programmatic supply chain for marketers,” said Emma Hazlehurst, who will head up the division.
“It’s about fusing our insights on audiences to better understand what creative resonates with them. The rigour then comes in working out which exchanges accept the best creative, thus making the process more efficient and effective for advertisers. As a data-driven business our focus is to create trends not follow them. We’re actively looking at new opportunities and solutions that will help us innovate in the world of programmatic creative,” she added.