This
article deals with the creative
data . The creative data is a new
discipline in advertising agency in order to make the link between the big data
and the advertising creation.
What is the creative data ?
The creative
data is the using of the big data to find the right insight on the targeted
consumers in order to give the right answer to a brand issue. The data is an interesting way to have information more accurate than
ever before about the consumer ( his habits, his way of life). Thus, the
insight consumer become an amazing source of inspiration for the creative
people in advertising agency. A right insight coupled with a good dose of
creativity allows to create an excellent advertising !
The using of our phone, google, the social media or our cash card offering a lot of information for
the brand, which can be scary.. However, if the big data allows the brand to
speak to us in a good way, that can be interesting.
What is a data avertising campaign ?
The Netflix campaign in France is a good exemple. The big
data was use to know all the information about the SVOD. For instance, the fact
that everyone hate to be spoiler or that everyone is eaten up with envy to watch an
additional episode.Then, from these insights, the agency has created animated
GiF images which answering to these issues. Moreover, these animated GIF images
integrate changements about the
environment, the weather or the
actuality to be in adequation with the life of the consumer at the same time.
Thus the data will play a role more and more important in
the advertising agency. If the big data allow the creative people to have the
right consumer insight, the data also allows to adapt the campaign according
the the consumer reaction.and improve it in real time.
Yohann Gouttes
Edouard Pinon
Maria Sayarh
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