Welcome to our Tweet of the Week, where we spotlight insightful, thought-provoking, maybe even weird tweets from the world of adtech. Every Friday, we’ll bring you one tweet that captures important trends, shares valuable data, or offers unique perspectives on the market.
This week’s featured tweet comes from Vinny Rinaldi, Head of Media at Hershey’s, who questions why the industry isn’t talking more about creative.
While we focus heavily on tech and backend solutions (partly because that’s what everyone on adtech X is discussing), he reminds us that, in the end, consumers only see the creative. The tech and targeting inform the experience, sure, but it’s the video, image or audio—and the choices behind its appearance—that truly matter.
Jennifer Churchill added to the discussion, emphasizing that creative is fundamental:
Does this highlight a bigger issue? Perhaps a disconnect between adtech and brands, with brands prioritizing storytelling (creative) that connects with people, while adtech focuses on data and debating things like curation? All of this plays into the storytelling piece, of course, but I suspect some brands would eye-roll at some of the things adtech seems to index on.
Check out Vinny’s tweet and share your thoughts in the thread!
