Video Transcript: Top Dynamic Creative Vendors
Welcome to episode number 87 of The Great Reset. My name is Robert Brill and I'm the CEO of BrillMedia.co. We're an advertising firm that drives sales and leads with tools and capabilities that are traditionally reserved for the Fortune 500 brands.
We're here five days a week talking about marketing and advertising for senior marketing executives, entrepreneurs, and everyone who's looking for an advantage to grow their company. Today we'll take a look at the companies that make dynamic creative happen for advertisers. So we'll jump right into some of the key companies in the space.
This is not an exhaustive list. There are a lot of companies doing this, but the ones that are on my radar. So we'll group Flash Talking, Seltra, Thunder, and Seismic into a single group.
These companies serve enterprise advertisers who have monthly dynamic creative advertising needs. These are best-in-class tools for a number of reasons. They've been around for a long time.
They have a variety of different capabilities built into their platforms, and they have a sophistication about them that really provides nuanced approaches for the complexities that an individual advertiser might have. These are the best-in-breed tools in the marketplace. They're also very expensive.
In the case of Flash Talking and Seismic, they have benefited from various acquisitions of other ad-serving and dynamic creative and technology companies in the past. In 2018, Flash Talking acquired SpongeSell. Seismic, which is now owned by Amazon, has benefited from various acquisitions in its history, including Unicast in 2007, iWonder in 2011, and MediaMind Technologies.
Each company in its own right has unique proprietary capabilities, and they generally can be summed up with capabilities we talked about in the last few videos, especially where we go into the logic of dynamic creative. These companies may charge any combination of a monthly minimum fee, a cost per thousand impressions for dynamic ads served, and fees that vary based on the exact type of dynamic creative ads that are used. In many cases, it's more expensive to run an ad with live video, for example.
Now, let's jump to video. InnoVid is in a class of its own because they primarily focus on video dynamic creative for online video campaigns, and certainly any medium where video is part of the process, including digital out-of-home and connected television. Separately, Mira is a solutions provider for dynamic creative for digital out-of-home.
They have a real-time crowd analytics tool that allows the advertiser to understand where people go and who they are. So, in the last video, we talked about assessing who is in front of a specific out-of-home unit right now. Mira is one company that does this really well.
So, in the circumstance where you want to use data to display out-of-home images that are dynamic to the users, you can do that with Mira. Google Ads has the ability to deploy dynamic creative directly within the Google Ads platform. And what I like about this is it makes dynamic creative available to literally every advertising company and agency that's accessible.
There are some challenges, meaning you don't have the robust tool and feature set that you can get with a Flash Talking or Seismic or another tool. The appeal here is for advertisers who don't have access to these other tools. They can use Google Ads to run variations of discovery ads within the Google network, including YouTube and Gmail.
Finally, there are two last versions here or two last companies that I want to mention. One is Facebook. We talked about Facebook's dynamic creative tool, which works on Facebook and Instagram, where ads are turned on for a variation of creatives that are available that the advertiser uploads.
And as we look at the marketplace for dynamic creative, we see that it's a booming business that offers sophisticated creative capabilities for advertisers large and small. So both Google Ads and Facebook are completely accessible for dynamic creative for literally every company that has access to these two tools. And finally, a company that we talk about and use extensively is called Adocato.
And Adocato is a self-service dynamic creative tool that allows every advertiser, large and small, access to a platform. They only charge you when dynamic creative is turned on for a campaign. It's a fantastic tool.
I think what we'll do in the next video is go into a deep dive on dynamic creative specifically within Adocato so you can get a reference for how Adocato works. And maybe you can see uses as a template for options that are available for other dynamic creative capability providers. And I like it because it's easily accessible to every brand in the marketplace.
So that's it for this episode of The Great Reset. We'll see you tomorrow for a demo of the Adocato platform. Talk to you soon.
