We all know that the advertising world is changing from traditional advertising to digital advertising. Advertisers are also changing their outlook and wanting to see creative backed with data. Technology capabilities within advertising agencies help the advertisers to undertake data driven campaigns.
Creative agencies are exploring technology based agency models so that they can provide real value to their clients. People with technical skills who can understand the market are being hired so that they can combined the idea and the market validation with technology and data points.
Advertisers think that their money is being wasted if the creative owners are not combining it with data because the advertising impact needs to be measured and their interest can be protected if the results are measured with data (the 4th Frontier). Data insights are the hottest thing and can provide retail intelligence.
This is also termed as a way to combine the offline advertising (creative) with online advertising (formats). The technical skill will allow the traditional creative thinker to combine it with analytical brain and will allow the agencies of the future to be data-driven combining the abilities of a creative dreamer with the rigour of a highly-analytical media planner.
https://www.linkedin.com/pulse/from-3rd-frontier-4th-agam-gulati/