Display Ads Booming: Who is handling the creative production?
At the same time, the use of simple static banners is not disappearing, contrary to all dire predictions. Just take a look at Facebook’s use of simple and small formats, which is helping to keep traditional display ads alive.
This tremendous growth in volume and variety of display ad formats begs the question: how is this creative production, and for that matter versioning and online ad maintenance, going to get done quickly and economically? And if it is being created by an internal team or an outside third-party agency, I have to ask at what cost to the advertiser?
The frequent optimization of display ads and creative refreshes are generally credited with driving user engagement (and therefore value), but mean significantly increased workloads and labor costs—that’s if you can find the talent!
Major Players, the UK’s leading creative recruiter, reported in May 2010 that the industry is currently experiencing a skills shortage for experienced talent to fill digital production and project management jobs.
Karine Lionnet, Major Players’ head of recruitment for creative services jobs said: "The market for creative services jobs has definitely changed over the last couple of years. With the digital explosion in full swing, the demand for tech savvy talent has led to the best candidates being snapped up, leaving traditional agencies and talent struggling to make the move into the digital job space."