In our previous post, we introduced programmatic creative as the use of data and automation to bring precision, speed, and scale to the creative process. Here, we introduce the Creative Management Platform (CMP) as the vehicle (or set of instruments) for which marketers and creatives can use in collaboration to create and deliver smarter digital ad campaigns.
What is a CMP?
The CMP provides the tools, technology, and techniques to execute programmatic creative, and is designed to help marketers deliver beautiful, intelligent ad experiences that resonate with consumers. Getting the most out of the CMP requires leveraging each of its four components: (i) creative development, (ii) creative personalization, (iii) creative management, and (iv) creative performance.
Creative development tools help designers leverage online editors to build visually compelling and interactive HTML5 ads that run across all screens. Designers can also select specific parts of the creative (such as taglines, graphics, call-to-action icons) to dynamically interchange, so the creative adapts when served to different audiences.
Creative personalization infuses creatives with two types of intelligent data. The first is audience data such as age, gender, language, as well as behavioral data based on online purchase, search and browser history. The second is contextual data, which includes location, weather, time of day, device type, screen size and orientation. Marketers can access audience data in two ways - by leveraging 1st party data they own themselves, stored in their DMPs (Data Management Platforms), or by loaning 3rd party data from inventory providers, DSPs (or Demand Side Platforms).
Creative management tools allow you to define your content strategy by mapping your target audience segments to their intended creative version. Another powerful feature is the ability to edit ads once, and distribute changes instantly without any downtime.
Creative performance tools allow marketers to conduct multivariate testing on the different versions of ad creatives, and optimize ad delivery based on which version results in the highest conversion. These auto-testing and auto-optimizing “creative decisioning” capabilities are most popularly categorized under the Dynamic Creative Optimization concept, or DCO.
Remaining Challenges & Closing Thoughts
Despite its more recent debut, digital marketers are readily embracing the emergence of CMPs and programmatic creative. However, like the early days of programmatic, its initial adoption has taken time. Many either find the CMP a little too ahead-of-the-curve for legacy-driven marketing organizations, or have begun using the technology in fragmented ways. Clearly, for CMPs to grow quickly and successfully, significant training and education is needed to get marketers and creatives over the learning curve. Needless to say, whatever the future may be for CMPs, we can certainly predict this -- marketers who end up cracking creative technologies the fastest and harnessing its power to the fullest, can expect to gain significant competitive advantage over those who trail behind them.
Stay tuned for more learnings and insights from Flite Academy.