Private View: Buick's Google ad tool campaign lacks personalization

Craig Elimeliah

Executive Director, Creative Technology, VMLY&R

I love technology that fuels creativity to be better, smarter and to work harder. Google Director Mix is a new technology that offers us hungry advertising creatives the promise of true personalization. Imagine being able to truly customize creative based on targeting data. Sounds great in theory but I would wonder if Google or Isobar would use this particular work as a best in class example. It falls completely flat on the promise of personalized dynamic creative. The supers are underwhelming and hardly noticeable in terms of something that is supposed to be personalized for me. I would have expected the work to have really flexed the capability; I’m not so sure it did. With any technology that is meant to enable better creative, it is the harmony between the two that is needed to create a magical experience, even if it is just pre-roll. This doesn’t look like magic to me. I would love to know what exactly was contextual to me. I may be missing something here, but I am not seeing how these ads are turning consumer attention into action. Nothing about these ads scream out personal nor can I see how the tech pushed the creative.

Tony Glorioso

SVP, Executive Creative Director, Critical Mass

Buick’s latest campaign is another example of the encouraging trend of brands engaging with the increasing sophistication of dynamically delivered creative and content. Modern CMS and ad-tech platforms have been promising a more adept merging of targeting and personalization, and Google’s Director Mix is right on-queue.

As we continue to delve into a deeper level of contextual targeting and personalization, I can’t help but consider what this means for design. Imagine hot swapping not only a few headlines, personalized names, and background images, but introducing shifts in overall design aesthetics and interaction patterns. We are soon to see dynamic creative that truly delivers on an individual’s lifestyle attributes, rather than just contextual awareness and audience segmentation.

We continue to see how these awesome tools prove their ability to engage target audiences through just a few suggested products and words. Meanwhile, I’ll be thinking about how we provide customers a wholly designed, uniquely personal, and dynamically delivered brand experience.