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Podcast: Diaz Nesamoney On Creative Technology

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AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here.

This week on the podcast, Jivox CEO Diaz Nesamoney talks about the state of creative personalization and his company’s journey.

Jivox didn’t start life as a dynamic creative optimization (DCO) platform. Its first product was an interactive video overlay format, but when a market failed to materialize, it pivoted into creative technology. Nesamoney initially tried knocking on creative agency doors (fruitlessly) before eventually finding success with media agencies and brands.

“They didn’t even believe in [data-driven marketing], frankly,” he says of the creative agencies’ mindset. “Why would you want to have many, many different messages to different people? The brand should be about one idea. It’s almost a philosophical difference to what we were talking about.”

Over the past two years, those creative and production agencies have come around. Nesamoney says Jivox now has partnerships with many of them.

“They’re realizing that it’s about relevance,” he says. “You will still have an overall brand message, but if you want a consumer to engage with you, show them something that’s of interest to them.”

The company has also benefited from a recent Forrester Research Wave on creative advertising technology. Indeed, Nesamoney says the DCO area is starting to look more like a pull market, with brands routinely running RFPs. The company expects 70% revenue growth this year, an acceleration from last year.

Also in this episode: Is DCO a mature technology? How well does it work? How many creative variations is too many?

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