Our ever-shortening attention spans pose a challenge to marketers and content creators, but only if they are unable to let go of the ways of old and embrace the possibility of data-driven creative.
That was the message Dave Bowman and Matty Burton, the two heads of Google’s Creative Zoo, shared at Advertising Week APAC in Sydney recently. “We need to move away from finding the audience and interrupting them with what we're talking about and instead start thinking about all of the data we've got that we can leverage," said Burton. "Then we can infuse that with storytelling and...