Sure! Here’s the translation into American English:
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In an ever-changing advertising context, modular design and creative automation are transforming the way digital advertising is produced and consumed. In a saturated and volatile environment, what’s termed “liquid creativity” emerges as an effective solution to adapt messages for different screens, contexts, and audiences without sacrificing coherence or visual value. This approach not only optimizes resources but also ensures that campaigns maintain relevance in a world where consumption is increasingly personalized.
Experts from EXTE, a platform that bridges technology, creativity, and media, have highlighted four key benefits of liquid creativity that position it as a crucial competitive advantage in today’s advertising industry.
The first benefit is the multiplication of efficiency without compromising creative quality. Designing with a modular approach allows for the creation of multiple versions of a campaign from a single concept, speeding up production times and reducing operational workloads while eliminating redundancies.
Secondly, liquid creativity enhances the relevance of advertising messages and minimizes consumer saturation. By carefully tailoring the message to each context, a more meaningful connection with the audience is achieved, increasing engagement and improving the user experience, making campaigns less intrusive.
The third benefit relates to the scalability of personalization without losing brand control. With technologies like dynamic creative optimization (DCO), campaigns can be automatically activated based on contextual variables such as location, device, or weather, while ensuring aesthetic and strategic coherence.
Finally, liquid creativity plays a crucial role in maintaining brand consistency in a fragmented environment. As messages are disseminated across various channels, such as social media, display, and online video, there is a risk of losing visual coherence. Liquid creativity ensures that each interaction, no matter how small, contributes to brand building.
Juan Miguel Lapido, Chief Creative Officer of EXTE, emphasizes that “liquid creativity is the most effective way to tackle the biggest challenge of today’s digital advertising: being relevant and consistent in a dispersed, dynamic, and demanding consumption environment.” According to Lapido, this methodology not only optimizes resources but also allows brands to create content ecosystems that truly stand out.
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Feel free to ask if you need any adjustments or further assistance!
Source: MiMub in Spanish
