The variety of advertising formats offered by the Internet is almost unimaginable. Advertisers play with colours, compositions, fonts, messages and types. Display seems to be the favourite, although knowing what kind of ad suits each type of user is the challenge they face. Creatives traditionally considered that a good idea complemented with emotion was the infallible recipe for success. But everything points in a different direction.
"The question is how to combine creative botim data energy, which is a manual and qualitative process, with the data storage process, which is purely quantitative. I think it's clear that the traditional agency method is not going to survive in the digital age without significant changes that address these considerations," Tim Hanlon, executive vice president of Publicis Group subsidiary VivaKi Ventures, told The New York Times .
There are two companies in California that are working on these aspects. Adsin and Tumri are looking for answers from the creativity and metrics side. Knowing the user who visits a certain page through behavioral targeting tools and content analysis of the same; but also finding out which characteristics are most attractive to Internet users, is part of their research.