It's 2024, and honestly, I can't believe we're still stuck with the same old ad formats from decades ago. The truth is, it's not just about having better tech to deliver ads—creatives themselves need to step up. If we don't, we're just going to keep churning out boring banners and dull interactions.
Sure, programmatic tech is faster and more precise than ever. But if the creative content it’s delivering is uninspired, none of that matters. The real problem?
We're too focused on the tech side of things, just following whatever the marketplace dictates. It's time for campaign managers, platforms, and DV tools to adapt to a new wave of creativity. Not the other way around.
Thinking that the future of ad creative is tied to marketplace standards is a huge mistake. If we keep relying on outdated formats and traditional metrics like click-through rates (CTR), we’ll be stuck in neutral. Engagement is way more complex now. Just because someone interacts with an ad doesn’t mean they’ll click through—and fewer people are doing that these days anyway.
Clicks shouldn't be the goal anymore. We need to focus on immersive, engaging experiences that meet people where they are. Whether it's through AR, 3D, or interactive video, it's time to push creative boundaries and make the ad experience something memorable.
Adtech needs a shake-up. We should be building tech that supports groundbreaking creative work, not confining creativity to what the current tech can handle. #adtech
