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67% of all digital ads are running now through programmatic, said Michael Siegenthaler, Leo Burnett Chicago’s EVP, Director of Content, in a video interview published in the agency’s website. He said that programmatic is an industry that will reach $20 billion in the U.S. “If you look at it from a storytelling stand point, it doesn’t hinder us, it opens up tons of new avenues for us, so with programmatic you’re now buying off of this rhythm of demographics, psychographic, but also behavioral” he explained. Siegenthaler thinks about programmatic as a magic robot serving instantaneous messages based on a ton of different parameters. “If you think about that from a client stand point, and you think about the different points along the buying continuum consumers are, it opens up not just an opportunity for a campaign, but for a tree of campaigns that are stemming from that single idea. We can tell multiple stories to multiple people along that buying continuum, at the exact place and time that that message really matters” he said. According to eMarketer, content is an $83.4 billion business. From a content stand point, Siegenthaler thinks that if they’re the keepers of the brand and of the creative message, all the content springs from that message. “So how do we then translate those messages into all the various forms of content that are out there? And that can take shape in a media integration, or in an SCO article that’s leading traffic back to your site.” So, everything form the high gloss ‘we are on TV’, strait through a search engine query, is really how I think about that continuum of content and how we can really help clients make the most of their message throughout those different forms.”
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