COLOGNE — Fast-moving consumer packaged goods companies are among the brands that are making the most of using real-time data to inform creative messaging, says Thaer Namruti, SVP Data and Analytics in Europe at Starcom MediaVest Group in an interview with Ashley J. Swartz for Beet.TV at DMEXCO.

“The role of technology is to act as an enabler to bring the more data-driven aspects together with content so brands can deliver the right message to the right audience at the right time. That allows us to create deeper engagement with consumers,” he says. He cites Oreo’s SuperBowl ads about the lights going out as an example of using real-time data and situations. Coca-Cola has also been using “signals from digital channels” to personalize campaigns, he adds.

As programatic buying spreads wider in use, expect more examples of brands finding ways to marry the data they’re gleaning with new creative timed to trends, he says.