Media + Creative Inches Towards Solution
http://digiday.com/agencies/programmatic-creative-inches-toward-fix/
In response to the above article
<GeneKeenan>
The challenge is much larger than programmatic. The challenge is also multiple screens.
The solution is to use Responsive Advertising tied to business rules so you can create an endless number of creative sizes and relevant messages based on target, day part, location, weather, sequential, site content, etc.
Cahill is right though that the two worlds: Media+Creative are universes apart. Brands are getting royally screwed by old monolithic agencies with thinking still stuck in the 60's that keeps media and creative separated.
Taking programmatic buying (PB) in house is smart. It doesn't take a scientist to pull levers. Plus agencies need to be made accountable for their opaque billing processes on PB. But I digress...
Even in the big holding companies that pitch an integrated story across media/creative/digital/offline (even between digital and offline creative) there is a large element of smoke and mirrors. Meaning that despite the integration pitch, those teams typically sit separately or in different buildings altogether. There tends to be a very high level of ignorance between teams of what the other does and how they can add value.
Media is hobbled because of the focus on big data which completely ignores the fact that reams of research shows better creative will be 4x more effective than the VERY BEST media plan regardless of how good your targeting is. This IS the big elephant in the room that nobody wants to talk about...
Fortunately, a few others and us are solving these challenges for clients.
</GeneKeenan>