Let’s talk about the creative-media gap in action.
As marketers, we all know three fundamental facts:
- Creative is important—it drives over 50% of campaign performance.
- Consumers expect personalized experiences powered by relevant and engaging ads.
- Campaigns that feature personalized creative perform better over a range of KPIs.
So why are less than 10% of all impressions personalized?
Creating at this scale is challenging, and it’s hard because ad tech has focused on media, not creative, for the past 15 years. These days, we can conduct an auction and serve an ad within 150 milliseconds, but when the moment of truth comes, nine times out of ten, we serve up a “nothing burger” in the form of a generic creative. Ad tech has not supported creative in the way it needs to, and because of that, it’s caused a technology fault line that gives rise to the creative-media gap.
The Flashtalking framework
Meet Flashtalking. We are the leading independent ad tech stack that focuses on bridging that creative-media gap. We refer to our converged, automated, omnichannel workflow as the Flashtalking Framework. Let’s take a closer look:
Phase 1: Create
In the Create phase, your concepts are designed and produced as dynamic frameworks, delivering beauty, efficiency, and scalability. Here, the name of the game is uncompromised flexibility. You can use our in-platform tools—including a cross-channel ad design tool and an advanced video production tool—or you can use your preferred toolset—enabled through integrations with the likes of Adobe, Google, Celtra, and Storyteq (to name a few). Regardless of your path, our platform emphasizes efficiency, automation, and intelligent design to sustain your brand’s differentiation. Our flexible, dynamic frameworks offer scalability and ownership—eliminating the concessions that come with templates and standard design tools.
Phase 2: Automate
In this phase, our tools help you quickly and intelligently scale your creative messaging through bulk versioning, data automation, creative labeling, and review and approvals. Versioning enables you to build an infinite number of messages across all channels (Social, Open Web, CTV), along with the opportunity to incorporate data feeds for up-to-date content. Creative labeling is an AI-based technology that applies descriptive labels to your creative messages for creative insights, learning, and optimization. And finally, you have access to bulk preview and editing tools to ensure that both the creative labels associated with each message and the creative content itself are approved before anything goes live.
Phase 3: Activate
Flashtalking lets you activate your messaging across social, open web, and CTV. For social, our ads manager automates creative assignments, trafficking, and campaign management across TikTok, Meta, Pinterest, Snap, LinkedIn, Twitter, and Google. In addition to workflow efficiencies, it offers audience enhancements—including first- and third-party data—and proprietary affinities to extend your reach at lower costs. Rules-based levers are woven throughout to accelerate the day-to-day, using automated logic, actions, and smart groups for intelligent activation across all platforms from a single interface.
For open web/CTV, our independent ad server offers accelerated time-to-market while reducing errors with our automated actions and integrations. Our campaign manager trafficking tool has been designed with the assistance of experienced ad ops professionals to optimize speed and efficiency. Our integrations with key DSP and Verification partners add speed and accuracy by eliminating manual processes. Our dynamic ad serving capabilities simplify campaign set-up, reduce tag count, accelerate campaign changes, and automatically deliver smarter, more personalized creative experiences. This is built on a flexible, cookieless foundation, offering future-proof capabilities in the face of a fragmenting identity ecosystem.
Phase 4: Iterate
The final phase is focused on learning and optimizing. We purposely call this phase “Iterate”—not report, not measure—because it implies not just action but repeated action. This test-learn-optimize-repeat process is critical to drive continued improvement within your campaigns. However, we recognize that launching and maintaining an ongoing testing structure isn’t easy, so our reports and dashboards are built for transparency, accessibility, and interoperability. Whether it's open web, CTV, Social, or a combination, we want you to have the data you want in the format you need so you can find and act on your key insights.
Bringing it all together...
The Flashtalking Framework is a simple yet powerful workflow that marketers can use to unleash the power of creative and bridge the gap between creative and media. There is no single entry point; you can dive in anywhere based on your current pain points. Best of all, our integrated omnichannel creative ad tech stack, combined with our continued investment in our innovation roadmap, enables us to support the future of your creative needs.