Season 2, Episode 1: The Creative Realignment (with Alex Collmer)
Nov 20, 2023
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Alex Collmer, CEO of VidMob, discusses the changing role of creative optimization in a restrictive privacy environment, the alignment of creative experimentation with audience development, structuring a productive relationship between creative and media buying teams, and the skillsets of effective CMOs.
Creative optimization has become more important as privacy regulations restrict targeting capabilities.
AI software, like that offered by VidMob, helps marketers analyze and optimize creative content for better results.
Effective CMOs unite creative and media teams, embrace technology, and measure creative performance's impact on business results.
Deep dives
The Importance of Creative Optimization in a Restrictive Privacy Environment
Creative optimization has become increasingly important as privacy regulations have become more restrictive. Advertisers and marketers are realizing that as targeting algorithms improve, the role of creative in driving results cannot be understated. This shift has been prompted by the loss of targeting capability due to privacy changes. Creative effectiveness now has to compensate for the decreased effectiveness of media targeting. Investments are being made in data infrastructure and systems that allow businesses to make their creative work harder and compensate for the loss in media effectiveness.
The Power of Technology in Creative Decisioning
Technology is playing a crucial role in helping marketers understand how every creative decision impacts the results they are trying to achieve. AI software, like that offered by VidMob, analyzes creative attributes and performance data to provide insights and recommendations for driving better results. Marketers can use this technology to connect their various advertising accounts, analyze and optimize their creative content, and make data-driven decisions to improve performance across platforms.
Balancing Brand Identity and AI-Powered Creative
The emergence of generative AI tools in marketing raises concerns about brand identity and the risk of creative convergence. While these tools are powerful in rapidly generating content, the differentiation lies in the prompts and inputs provided by marketers. It is crucial for businesses to have more performant data sets and leverage technology to combine creativity, data, and insights. This approach allows for distinctive brand presence and the ability to create meaningful touchpoints that resonate with audiences.
Redefining Creativity and the Role of CMOs
Effective CMOs are not just traditional creatives, but also business operators who embrace technology. They focus on measuring creative performance and its impact on business results. The best CMOs are those who unite creative and media teams, provide shared technology platforms, and drive collaboration and accountability. These CMOs understand the power of both storytelling and data, using insights to make informed decisions and demonstrate the value of marketing initiatives in the boardroom.
The Future of Marketing and the Rise of Creative Performance
A shift in marketing is taking place, where creative performance is gaining importance alongside brand building. Forward-thinking CMOs are building operational systems that connect data, technology, and creativity to drive measurable improvement. This shift is facilitated by platforms like VidMob, which enable marketers to measure creative performance, ensure adherence to brand guidelines, and improve overall business outcomes. The CMOs who embrace this future of marketing are the ones driving the success and growth of their companies.
In this episode of the Mobile Dev Memo podcast, I speak with Alex Collmer, the CEO of VidMob, about the power of creative in the modern advertising landscape.
In Episode 1, Season 2 of the Mobile Dev Memo podcast, among other things, Alex and I discuss:
How the role of creative optimization has changed over time as the privacy environment has grown more restrictive;
How creative experimentation and creative concept construction align with audience development;
How a productive relationship between the creative team and the media buying team can be structured;
And the skillsets that Alex see most commonly in effective CMOs.
About Alex:
Alex Collmer is the Founder and CEO of VidMob, the world’s leading AI creative performance platform. Since founding the company in 2015, Collmer has raised more than $220M and led initiatives that earned VidMob official marketing partner badges from Meta, Google, TikTok, Amazon, Snapchat, Twitter, Pinterest, LinkedIn, Reddit, and Hulu. Today, VidMob provides its software to a majority of agency-holding companies and counts many top global brands as clients.
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