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SXSW 2017

Algorithms Don’t Feel, People Do

While enabling programmatic media and proving its effectiveness seems to be the primary focus of marketers, there’s still a lot of work to be done in making programmatic creative a more emotional sell. Are dynamically created, algorithmically fed banner ads actually moving anybody emotionally? To reach the heart, not just the head, of consumers, programmatic creative must use data that can help us both write for and reach the audience emotionally – not just feed business rules that push a product, price, and some measure of personal data. This session will address ideas for developing emotionally driven programmatic creative and today’s barriers that must be overcome to get there.

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  1. Has the scale of the market and media automation left us disregarding the creative as just the message?
  2. How effective is data-driven creative?
  3. How do we balance 1 to 1 dynamic messaging with more emotionally driven brand messaging?



Maria Portela, Account Coord, Allison+Partners

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