Celtra and Digiday Announce Survey Findings from "The Rise of Creative in a Programmatic World"

BOSTON, Feb. 12, 2015 /PRNewswire/ -- Celtra Inc., the leading creative, analytics and optimization platform for display advertising, today announced results of an original survey, "The Rise of Creative in a Programmatic World." Digiday in partnership with Celtra canvassed leading industry visionaries that are successfully pushing display advertising forward. Several hundred marketers discussed the latest trends in creative optimization, critical ad features, as well as what's in store for ad messaging as automation tools become more sophisticated and widespread.

The survey found that marketers want to see several prevalent issues solved in order to commit even more of their budgets to creative. Top of the list is better user experience of display ads, followed closely by the quality and ease of ad serving. Additional key findings include:

• For nearly all marketers (92%), creative messaging is more important than ever, even within digital display ads.
• For more than ¼ of marketers, brand advertising already accounts for two-to-three-fifths of their digital display budgets.
• Year-over-year, display budgets dedicated to building creative are growing.
• For ²⁄₃ of respondents, not having enough creative resources is preventing true scale for the production of dynamically optimized creative.
• More than half of marketers (58%) report having insufficient operational resources to execute dynamically optimized creative campaigns.
• When it comes to new display ad formats, marketers are looking for improved user experience and greater scalability
• One-quarter of marketers need to allocate more of their budget or resources in order to explore dynamic creative optimization.

Matevz Klanjsek, Chief Product Officer and co-founder, Celtra said: "High quality creative with relevant messaging is increasingly a high priority for marketers, and a majority of those surveyed consider the message at least as important as the media they buy. More importantly, they feel that the creative and the media plan must be developed together as a part of a common and coherent strategy. Quite literally putting their money where their mouth is, more than half reported an increase in 2015 budgets dedicated to creative resources."

The Celtra/Digiday survey demonstrates that more marketers are turning to display ads to tackle multiple objectives, including the building of greater brand awareness. To reach their objectives, more attention to message and creative execution must be a larger part of their campaign equations. To operate effectively in a media environment witnessing the overhaul of display ads, today's savviest marketers are looking at programmatic creative to overcome challenges at every step, from ad-building to optimization.

Celtra empowers agencies, media suppliers and brand leaders alike with an integrated, truly scalable HTML5 technology for brand advertising on smartphones, tablets and desktop. To learn more about Celtra, please visit our website, follow us on Twitter at @CeltraMobile or visit us on LinkedIn. For more information on this survey, please visit http://digiday.com/celtra-soti-download/.

About Celtra.com

Celtra Inc. empowers agencies, media suppliers and brand leaders alike with an integrated, truly scalable cross-screen HTML5 technology for brand advertising on smartphones, tablets and desktop. AdCreator 4 is built to run large-scale and complex campaigns. It is a single platform for streamlined ad creation, performance optimized serving and consolidated reporting with common metrics across all screens. For more information, visit Celtra at www.celtra.com or @CeltraMobile on Twitter. Celtra is headquartered in Boston (MA), with offices in New York City, Chicago, Los Angeles, San Francisco, London (UK), Tokyo (JP) and Ljubljana (SI).

Media Contact: 
Michael Gallo  
212-239-8594 
[email protected]

SOURCE Celtra Inc.

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