The more Diageo’s marketers work with martech startups, the more they realize media targeting has improved while creative has barely evolved.

Swapping a glass of Baileys for a pint of Guinness in a Diageo banner is effective and the first step in personalizing the company’s creative, including text, sound, imagery and storytelling, said Benni Lickfett, Diageo’s head of technology and innovation. As more of Diageo’s ads are dynamically assembled, the advertiser is looking beyond graphical elements to thousands of different iterations of ad copy and click-through actions triggered by location, time of day or weather.

Just don’t call it the rise of programmatic creative. Even as personalized programmatic ads appear closer than ever, Lickfett still thinks its early days. Diageo has been quietly running tests with Spirable, a company that produces contextual video campaigns, using Spirable’s proprietary technology to dissect videos into individual frames that can then be changed based on geography, gender, weather and customer data from Diageo.

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