Nicola Formichetti, director creativo de Diesel
Creative director Nicola Formichetti of the denim and apparel brand Diesel designed more than 400 programmatic ads for the companys global campaign, which play into user behavior in the apps, as well as elsewhere on the Web. Diesel also relaunched its website, featuring mobile-friendly checkout capabilities. “We played with the contextual targeting and how people interact with digital devices” said Formichetti. “Its all about being honest and telling it like it is, and communicating with our customer in a personal and unique way.” The brand looked to Shazam its the first time that the platform will identify songs with brands- and Tinder to reach its target audience: millennials who spend a lot of time on their phones. Using these platforms is an intelligent move, because, unlike Twitter and Facebook, they have less branded content. The campaign is coordinated by global media agency Mindshare and is based on complex programmatic targeting. Mindshare partner Charlotte Day-Lewin said: “we prioritized finding our customer in a digital landscape. Its translating desktop research and rebuilding it to be relevant for programmatic. Thats how we ensure we got the right message in the right place at the right time.”This will be one of the first global campaigns totally mobile and programmatic.
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