Programmatic display is a "black box" for the advertising layman. The mechanics behind it are highly technical, its function as an awareness builder is deeply abstract, and its effects are hard to quantify. In the minds of our audience – practical, frugal business owners – such a complex product is relegated simply to, 'something I have no experience with and probably don't need.'
To illustrate how I've answered this creative conundrum, I built a creative timeline. You'll see how I've adapted key learnings into distinct brand messaging.