VIEQUES, PR — The New York Times and other publishers are on the leading edge of creative optimization of advertising formats, a sign that “creative matters now and people are excited about it,” says Flite CEO and Co-Founder Giles Goodwin.

There is an active trend to move beyond finding people in the digital world to target and the inventory to serve them. Now it’s all about what you show them, when and why.

“You have all this data so now you can customize the creative to the user’s experience with the ad,” says Giles. “So you take the creative and treat it like a little application and dynamically deliver the right experience for the consumer.”

A creative management platform, Flite has a ground-level view of this movement via its work with the Times, citing the publisher’s Flex Frame and Mobile Moments solutions. Mobile Moments targets consumers at various times throughout the day by integrating research data conducted by its editorial product team.

Giles says the key is finding better ways to integrate data in a scalable way to build ads “that really live up to the best apps in terms of user experience.”

He credits optimization techniques like A/B testing, long the province of email and website marketing, with paving the way for determining the best creative options.

“Now you can build dynamic creative that’s targeted to a specific consumer based on data and you can test what works. Just like website testing.”

This video was produced at the Beet.TV executive retreat presented by Videology. You can find more videos from the session here.