Creative advertising technology has matured beyond DCO.
Forrester VP and Principal Analyst Joanna OConnell said that dynamic creative optimization is one of the many challenges brands face to deliver relevant, efficient and optimized creatives. It says it’s not too much.
That’s why a transcendental creative advertising technology provider has been named the leader in the wave of Foresters Q42020 creative advertising technology released this week.
According to Forrester, Innovid, Jivox, Clinch and Flashtalking led the pack by providing omni-channel support, adopting a new format and doing more than just tapping the gums on cookie issues.
They are thinking about ways to evolve their solutions to meet the changing needs of their brands, and have long been thinking hard about the cookie-free world, OConnell said. But they do it not only by saying, “Oh, we participate in trade association conversations and work with identity providers,” but also by coming up with ways to help future clients. ..
RevJet, SundaySky, Bannerflow and Adacado were strong performers, but former wave leader Celtra unexpectedly fell into a competitive position.
Points of innovation
Programmatic video was still in its infancy when Forrester released its first wave of creative advertising technology in late 2018. However, as Internet TV inventories and demand for online video generally increase, so does the interest in advertising technology that helps marketers take advantage of that opportunity.
Innovid (first appeared on the waves); Sunday Sky, also classified as a new and powerful performer on the waves. And Jivox who continues to be a leader. Everyone received high praise for adopting the video format.
According to OConnell, they are devoting a lot of energy to future-focused areas. Both online video and CTV are very important.
A customer at Innovid told Forrester that he appreciates advanced TV and is especially looking for a partner to offer a solution. But while video and increasingly CTV are Innovids’ historic bread and butter, it also features a more traditional format. Last September, Innovid spent $ 30 million to get a display ad chop with the purchase of the Buenos Aires-based creative management platform Herolens.
Meanwhile, Jivox, a former wave leader, has maintained its position thanks to its continued focus on innovation and the evolving needs of the latest, data-rich, sophisticated brands, OConnell said. This is especially true for DTC and e-commerce retailers. However, Jivox has become a bit faded because its UI can be a bit tricky for beginners. That’s what they can fix, OConnell said.
Ease of use is clearly very important, she said, and will continue to be important as people become more self-service with these tools, but because the underlying toolset is excellent, the brand is Select them.
Clinch has gained leadership position with continued strength in his vision and product roadmap, including plans to develop more predictive tools, but the company is less profitable and less wasteful than its competitors. It’s still small, says O Connell.
Also, Flashtalking, a strong performer in the past (although not officially participating in this Wave), is thanks to continued integration with DCO specialist Spongecell, which merged in 2018. I gained a position as a leader. Flashtalking is differentiated without cookies. Measurement solution. Helps buffer from deprecation of third-party cookies.
Powerful performers RevJet, SundaySky, Bannerflow and Adacado have scored high for a variety of reasons, but they are united in their ability to fulfill their promises and the ease of use of the services they offer.
RevJet, who did not actively participate in Wave, adopted the SaaS model and appealed to the enterprise brands that make up the customer base.
Like Innovid, experienced in video formats, SundaySky is moving from managed services to a platform-based business model. According to OConnell, it’s also interesting to focus on both owned and paid video, as brands need to think about both.
Bannerflow, which does most of its business in the European market, focuses on making technology accessible to marketers as well as designers. Meanwhile, Adacado, who was promoted from a competitor in the previous wave, is working on a platform. DIY and self-service as much as possible to attract SMEs.
So while Adakado doesn’t have all the super-rugged bells and whistles that others have, Adakado is streamlined, simple, focused, and easy to use, OConnell said. Stated.
However, Celtra, one of the most well-known creative advertising technology providers on the market, has been nailed down as a competitor this year. In 2018, Forrester categorized Celtra as a leader for its ability to help large global companies speed up and localize their creative productions.
The change in wave fate mainly reflects the selection criteria of Foresters’ own reports. Forrester is considering an end-to-end creative process, and last year or so, Celtra shrunk its solution to stop handling ad serving and real-time decisions. Currently, the focus is on helping designers and marketers create and version creative assets, and that’s pretty much it.
But why did Celtra narrow its offerings? It’s hard to say because Seltra chose not to officially join Wave this year.
The market is mature (ish)
While the adoption of creative advertising technology by a wide range of marketers has begun to accelerate, there is still plenty of room for growth, OConnell said. Lots of lots of rooms.
And the pace of hiring can actually be a by-product of the market starting to mature.
Sophisticated brands know that creative advertising technology is needed to meet the demands of modern digital marketing. However, building a business case, going through a formal RFI process, and involving all the right members and decision makers can be very time consuming, OConnell said.
But, as in most cases, COVID-19 is accelerating marketers with their digital transformation plans.
The brand needs this kind of technology, although it wasn’t as obvious as it was during the pandemic, according to OConnell. If you’re a retailer and your safety obligations policy is one thing in one state and different in another, it’s the kind of thing you really have to do right.
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