FORT LAUDERDALE — Online ads aren’t just banners anymore. Recent developments in digital marketing mean the discipline is beginning to create richer, more engaging advertising experiences, says an AOL ad exec.
“There is already a renaissance of creative,” Marta Martinez, Global Head Video Sales at AOL Platforms, tells Beet.TV in this video interview. “Advertisers are going in to the role of the content creators.
“You also see a lot of the technology you can overlay in to the creative that makes creative even more interesting.
“You now have the ability to bring data inside of a creative, the ability to bring utility inside of a creative. You have a movie? You can buy a ticket and share with your friends inside the ad unit. The pendulum will start to swing very strongly to creative in the next years.”
She was interviewed at Beet.TV’s annual executive retreat by comScore executive chairman emeritus Gian Fulgoni.