Ben Kartzman, CEO y cofundador de Spongecell
Ben Kartzman, CEO and Co-Founder at Spongecell, recently wrote a post in the IAB website entitled: Brand-building in the age of programmatic creative, where he referred to the IAB Dynamic Content Ad Standard. “The standard will facilitate smarter creative customization based on audience data harvesting and environment at scale, which will generate greater results for marketers” he said. For Kartzman, due to this advances “banners can now be a key driver in brand advertising.” Regarding the BBDO’s recent white paper, Banner Beater, he said that banners not only aligns to the IAB Dynamic Content Ad Standard, but -combined with the enhanced, always-on consumer feedback loop to ensure maximum relevance- “advertisers now have the ability to build equity with maximum impact and efficiency like never before.” “Brand-building banners can bore into a consumer’s subconscious and rest there as emotional memories without active processing. While attention spans are certainly diminishing, consumers do process information faster” he explained. He added that, because consumers spend increasingly more time on mobile, a smaller visual canvas, quick attention-grabbers are even more vital. “The renaissance of the banner for brand building dovetails nicely with LEAN (IAB standards to address ad blocking) and should actually trigger consumers to engage” he concluded.
