Flashtalking (by mediaocean): independent creative personalization and ad intelligence
Flashtalking, now an integral part of Mediaocean, has built its reputation as a leading independent ad server and dynamic creative optimization (DCO) platform. It offers global advertisers an alternative to walled garden ecosystems, providing the tools to personalize, serve, and measure ad campaigns across the open web. With a strong focus on data-driven personalization, multi-touch attribution, and a suite of creative tools, Flashtalking aims to enhance ad relevance and performance. However, leveraging the full potential of Flashtalking involves navigating challenges related to initial creative production, managing complex workflows, and seamlessly integrating data for true personalization.
Generating the required volume of creative assets
Central to Flashtalking’s value proposition are its DCO capabilities, which dynamically assemble personalized ads from a pool of creative assets (images, videos, copy, CTAs) based on audience and contextual data. The challenge for advertisers is producing the volume and variety of these component assets in the first place. Creating hundreds, or even thousands, of on-brand variations of images, headlines, and offers to feed the DCO engine can be a significant bottleneck. Traditional creative processes are often too slow and costly to meet this demand, necessitating a more automated approach to upstream creative production. This includes large-scale content management.
Managing production and approval workflows
Setting up sophisticated DCO campaigns in Flashtalking involves coordination across multiple teams – creative, marketing, media, and data analysts. Managing the workflow from initial concepting and asset production through to campaign setup within Flashtalking, including necessary review and approval cycles, can be complex. Ensuring all assets are approved, data feeds are correctly configured, and personalization logic is sound requires streamlined streamlining marketing creation processes and effective collaboration tools. Without a well-defined workflow and tools to support it, campaigns can face delays or errors. Tools for multi-step content approval management (legal, brand, product) are often essential.
Integrating and activating data for relevant personalization
The effectiveness of Flashtalking’s DCO hinges on the quality and availability of data used to trigger personalization. Advertisers need to integrate various data sources – first-party (CRM, website), second-party (partner), and third-party (data provider) data – into the Flashtalking platform. This integration process can be technically challenging and requires a clear understanding of data privacy and compliance. Beyond integration, the challenge lies in translating data insights into effective creative personalization strategies. Identifying the right data signals and mapping them to the appropriate creative variations to achieve genuine relevance requires close collaboration between data, creative, and strategy teams. This goes beyond the capabilities of a simple Creative Management Platform (CMP).
Brandeploy: fueling flashtalking with personalization-ready content
Brandeploy operates as an upstream content automation platform that perfectly complements Flashtalking’s capabilities. We directly address the creative asset production challenge by enabling teams to rapidly generate on-brand creative components (images, text overlays, etc.) at scale using smart templates. This provides the necessary volume and variety of assets required to effectively fuel Flashtalking’s DCO engine. Our platform also incorporates approval workflows, ensuring all assets are reviewed and approved before being made available for use in Flashtalking, streamlining the overall production process. By ensuring centralization and control of brand assets and enabling rapid creation of compliant variations, Brandeploy ensures that the assets imported into Flashtalking are not only ready for personalization but also maintain strict solution for maintaining global visual identity. This allows advertisers to take full advantage of the powerful DCO features within Flashtalking (or other DCO Platforms (Dynamic Creative Optimization Platforms) like Celtra, Jivox, Sizmek (by Amazon), Adform) without being hindered by creative production bottlenecks.
Unlock the full personalization potential of Flashtalking with a steady stream of on-brand creative assets. Learn how Brandeploy streamlines content creation for DCO campaigns. Request a personalized demo.
