{"id":5560,"date":"2023-09-28T01:47:38","date_gmt":"2023-09-28T05:47:38","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/09\/28\/create-once-run-anywhere-omnichannel-creative-is-the-new-imperative\/"},"modified":"2023-09-28T10:46:24","modified_gmt":"2023-09-28T14:46:24","slug":"create-once-run-anywhere-omnichannel-creative-is-the-new-imperative","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/create-once-run-anywhere-omnichannel-creative-is-the-new-imperative\/5560\/","title":{"rendered":"Create Once, Run Anywhere: Omnichannel Creative Is the New Imperative"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Ben Kartzman, COO of Mediaocean and Flashtalking<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Just under 30 years ago, a small innovation had an outsized impact on the Internet, suddenly making it possible to write one line of code and run it on any hardware. This was one of the key features of Java, which was designed at its outset to be portable across operating systems and hardware. It wasn\u2019t perfect\u2014but it was easy, reliable and efficient. And Java\u2019s \u201cwrite once, run anywhere\u201d ethos unleashed the true potential of software development in the early days of the Web. Instead of needing to write software optimized for specific hardware and operating systems, software engineers could code something once and run it anywhere, on any machine.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The revelation<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Fast forward to today and we\u2019re at exactly the same moment in the advertising ecosystem. These days, the consumer experience is omnichannel, which means brand messaging needs to reach them across dozens of social media channels, including digital video, CTV, out-of-home installations, on phones, in retail, and across <a href=\"https:\/\/www.cnn.com\/2023\/02\/16\/tech\/temu-shopping-app-us-popularity-intl-hnk\/index.html\">rapidly emerging<\/a> new apps and platforms that are <a href=\"https:\/\/www.washingtonpost.com\/technology\/2023\/03\/11\/meta-mastodon-activitypub\/\">springing up every day<\/a>. When it comes to paid media, creative has to be built to live on everything, everywhere, all at once.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Omnichannel fragmentation in consumer behavior has created a need for technology that can step in and play the same role in the advertising industry that Java once did for the software industry.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Advertisers are nearing a breaking point. If you&#8217;re the person running the creative department at a brand, or you&#8217;re at an agency working on behalf of a brand, your job is not to just build stuff that only works in display or build stuff that only works in video. It has to be able to run <em>everywhere<\/em>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In short, marketers and their agencies need the tools to be able to \u201ccreate once, run anywhere.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The imperative <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Fortunately, this is already well within reach. Here\u2019s what it takes to get a create-once-run-anywhere (CORA) approach to campaigns:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>An AI-driven understanding of creative variables to drive efficiency.<\/strong> There are almost infinite sizes and options for every platform and medium, humans can\u2019t possibly keep up. You need AI-based tools that let you upload creative, combine various images, text, and calls-to-action, and push a button to see what it looks like on Facebook, what it looks like on Snap, convert it into a video ad, morph it into a display ad \u2026 and so on. In a world of endlessly multiplying platforms and formats, your creative has to be able to keep up.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Deployment via an omnichannel platform-independent ad server.<\/strong>\u00a0 There are plenty of creative authoring tools, but \u201crunning anywhere\u201d means you also need an ad server that works with those tools. That\u2019s where the value comes in. You need to be able to build creative for all these platforms\u2014and deploy it easily too. And ideally you have one ad server that works with all the platforms and formats you need without any biases towards one channel or company.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Analytics that bring it all together.<\/strong> If you&#8217;re doing all these creative iterations and using AI to label them, you also want to be sure you\u2019re getting creative intelligence that tells you which elements of the creative are performing and where. And it needs to do that across display, video, and social so you know where you should be spending less (or more) too. Ideally, the analytics would also include verification for brand safety, invalid traffic, and fraud detection.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The state of advertising and media today is fragmented and chaotic, and omnichannel is an imperative. Once upon a time, you could manage an inefficient process across two or three channels. But these days that friction compounds with every additional channel\u2014and more are arriving every day. With the right tools, however, you really can create once, run anywhere. And if Java\u2019s <a href=\"https:\/\/www.infoworld.com\/article\/3666525\/7-reasons-java-is-still-great.html\">continued popularity<\/a> is any indication, this platform-independent approach can be a game changer for decades to come.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to paid media, creative has to be built to live on everything, everywhere, all at once.<\/p>\n","protected":false},"author":7,"featured_media":5561,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-5560","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - 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