Interactive Advertising: Driving Engagement Through Performance-Focused Creative with Joseph Adams
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Interactive Advertising: Driving Engagement Through Performance-Focused Creative with Joseph Adams
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In this episode of Data Planet, host Emma Davis interviews Joseph Adams, VP of Production & Services Growth at CRAFTSMAN+.
They explore how interactive and playable advertising can expand the performance marketing mix beyond traditional static, video, and social ads, including applications for non-gaming brands such as skincare and consumer products.
Joseph explains how CRAFTSMAN+ uses its interactive ad platform to accelerate creative production, built-in analytics to understand user engagement, and dynamic advertising to personalize experiences based on factors such as location, time, and weather.
Throughout the episode, Joseph emphasizes the importance of testing interactive formats without overthinking the creative, focusing on performance rather than aesthetics alone, and recognizing interactive advertising as an emerging channel with applications across mobile, out-of-home, CTV, and other touch-screen experiences.
CRAFTSMAN+ website: https://craftsmanplus.com/