TrinityP3 logo

Author Archives: Richard Knott

About Richard Knott

Richard Knott is Regional Director, APAC, for Celtra and co-founder of Puzzle Creative Technology Solutions. He is also the Chair of the IAB Mobile Advertising Council in Australia. With over twenty years experience in advertising across most mediums and many countries, he is passionate about the power of creativity and how it is woefully under-utilised in digital.

Enabling Data in Creative, to pull the final lever for digital success

There are 3 main levers to drive results in digital advertising – media, data and creative. The media lever, typically controlled by a DSP, enables you to optimise media schedules and placements based upon audience, environment, response and price. The data lever is currently managed by DMPs, linking data and knowledge to audiences and outcomes. Continue reading

Posted in agency solutions, data & direct marketing, industry news & trends, marketing process optimisation, return on investment, social media & digital marketing, television & electronic production | Comments Off on Enabling Data in Creative, to pull the final lever for digital success