CANNES – Noting an “inflection point” involving creativity, data and technology, the chairman of WPP Group’s Xaxis programmatic unit has this message for the creative community: Give us as many levers as you can to help us optimize advertising campaigns.

“Creativity has been a little behind in terms of taking advantage of all the data that digital has to offer,” Dave Moore, who is also president of WPP Digital, says in an interview with Beet.TV. “That community has now woken up.”

The ability to track not only ads but their creative elements enables advertisers to gauge the real-time response of consumers and to adjust campaigns on the fly. To people like Moore, it’s another lever just itching to be pulled.

“We’ve been used to pulling levers for a long time in the digital world,” Moore says. “We’re pretty good at media optimization. Give us another lever to pull, which is creative optimization, we love it. In fact, give us as many levers as you can.”

According to Moore, it’s clear that “there’s an inflection point going on between creativity, data and technology.” Historically, the industry has focused on the audience to which you show an ad. But creative optimization “is about what you are putting in front of that audience,” he says.

Based on the constant flow of information from consumer response to digital ad campaigns, “Over time, we’re going to know what colors work best on a Friday afternoon at four o’clock,” says Moore. “We’re going to know what type of language to use on a Sunday morning as opposed to a Friday evening.”

This video is part of a series titled “Exploring Data & Technology as Catalysts for Creativity.”  This series was produced at Cannes Lions 2016 in cooperation the Xaxis. The series is sponsored by comScore.  For more segments from the series, please visit this page.