Lance Wolder, head of strategy and marketing, PadSquad
For over a decade, “the right person, the right message, the right time” has been a guiding principle in digital advertising. It has been cited in decks, planning documents and strategy sessions across the industry. Even so, it rarely happens in reality. In practice, the industry focus has gone toward refining targeting and timing. The creative experience itself has received less attention.
Advertisers learned how to identify high-value audiences. They learned how to reach these audiences at key moments. However, the quality and relevance of what was delivered during those moments often lagged behind. The ad experience was static, predefined before launch and rarely revisited during a campaign.
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