For every digital ad celebrated for its vision, creativity, and sheer audacity, there are a dozen that lazily transpose ad concepts from print and TV, with zero effort to innovate. Given the frightening headlines and stats on ad blocking which plagues the industry today, brands simply can’t risk thinking old-school anymore.
Traditional attitudes are typically hard to shake, but surprisingly, they aren’t easy to erase in the digital advertising world as well. I’ve seen brands place too much value on the brand itself, so “digital advertising” to them, means slapping a logo on a banner ad. I’ve seen departments who are hell-bent on sticking to their scope of work instead of looping in other departments, no matter how much they would all benefit from a little collaboration. To really resonate with consumers, brands need to free the path for their creative to shine—and they can’t do that without doing some internal bureaucratic shifting.
San Francisco, CA: Ever wonder when it will be possible for a hotel chain to offer a 360 video tour of a travel destination or an automotive manufacturer to offer a 360-degree tour of their car’s interior, yet all within an ad that is personalized to the consumer? It just became possible.
Flite, a Creative Management Platform (CMP), unveiled the first advertising unit that couples a 360-degree video or image with all of the 1:1 personalization of a CMP. Similar to Facebook 360 Video or YouTube 360 video, Flite 360° supports video or images for 360-degree spherical viewing, and adds all of the available interactive elements and personalization components from
Likening it to Facebook 360 or YouTube 360 video, the brand said Flite 360° supports video or images for 360-degree viewing and adds interactive elements and personalization from the Flite platform.
In other words, users upload existing 360-degree videos or images into the Flite console and use Flite’s Creative Studio to create multiple versions of an ad and match those ads to consumers based upon factors like geolocation, demographics, income, psychographics or “however they are able to slice their data,” a rep said in an email.
Creative management platform Flite has launched what it calls a scalable ad-building tool for vertical video, or videos shot and/or viewed on mobile devices.
It’s the latest news that seems to give added legitimacy to vertical videos, which, per Greg Jarboe, president of content marketing agency SEO-PR, were once considered rookie mistakes because YouTube would center the videos and add black bars to the left and right.
The confluence of two aspects of marketing makes absolutely zero sense to me. First, soon after the advent of the first digital ad, the marketing world espoused that soon we’d be able to accurately target consumers and properly track marketing spend, and by extension, we’d no longer have to hear the famous John Wanamaker quote ever again. Second, over the course of the last decade or two, email marketing and CRM disciplines have been able to, more or less, make that a reality. Yet, somehow it’s never quite become a reality in the one part of marketing where it could most easily be achieved—digital advertising.
Earlier this year, an ad agency in Japan brought on a robot to work as its new creative director. Then in June, said robot came up with its very first ad, which attempts to sell breath mints by telling the tale of a shaggy dog who learns how to fly as glittering, minty-fresh dog breath spews from his mouth. While the "hiring" has attracted mockery, the situation is also eerily prescient -- the creative director role is growing more indebted to technology every day. I predict that in ten years, we'll still have people who technically have the creative director title, but the job itself will look entirely different.
Millennials and women prefer independent labels to designer and luxury brands, according to a study by creative management platform Flite.
Twenty-three percent of women and millennials are likely to buy independent labels, compared to the 14 and 19 percent, respectively, which are apt to purchase luxury brands. Luxury brands are thus tasked with ensuring these consumers switch their preferences as income begins to increase.
San Francisco, CA (September 7, 2016) – Ever wonder when it will be possible for a hotel chain to offer a 360 video tour of a travel destination or an automotive manufacturer to offer a 360-degree tour of their car’s interior, yet all within an ad that is personalized to the consumer? It just became possible.
SAN FRANCISCO, CA (August 22, 2016) — Vertical video has quickly become one of the most talked-about media formats among brand marketers. However, transitioning campaign dollars to vertical video comes with a number of challenges: whether both horizontal and vertical versions of video ads need to be created, how to repurpose horizontal video to vertical, and the need to secure both ad design and video production teams, to make it all happen. No longer.
Flite, an industry-leading Creative Management Platform (CMP), today unveiled Velocity, the industry’s first user-friendly, scalable ad building tool for vertical video. Flite built Velocity to remove the complexities and excessive costs of creating vertical video ads, and allows brand marketers to build the ads themselves. Using existing brand assets and data from virtually any source, marketers can also add interactive elements and 1:1 personalization components from the Flite CMP platform.
SAN FRANCISCO, CA — (March 5, 2014) - Flite, the multi-screen advertising company, today announced a partnership to offer Atlas customers an innovative new solution for display advertising. This partnership brings the Flite Design Studio, with its real-time content advertising features, into the Atlas ad-server solution. Flite is one of the first vendors Atlas has partnered with via a direct API integration.