Notes on attention,
creativity and adtech.
Perspectives from the Huella team on interactive advertising, creative intelligence and the future of the media funnel.
Creative Intelligence Is the Next Evolution of Creative Optimization
Optimization tells you what performed better once media has already been spent. Creative Intelligence asks the bigger question: why did it work?
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CREATIVE INTELLIGENCEThe Future of Advertising Is Adaptive, Not Automated
Advertising has never had more technology behind it. Yet creative still doesn't evolve fast enough. The next advantage is adaptive creative, not more automation.
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CREATIVE INTELLIGENCEThe Creative Gap No One Is Talking About
AI can generate hundreds of creative variations. Yet creative decisions still rely heavily on instinct. That's the creative gap - not a lack of ideas, but a lack of intelligence behind them.
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INTERACTIVE ADVERTISINGThe End of Passive Advertising: Why Every Screen Should Be Interactive
People haven't stopped watching screens. They've stopped tolerating one-way conversations. The future belongs to brands that invite action, not just attention.
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AI & CREATIVITYAI Won't Replace Creativity. It Will Multiply It.
The real constraint in creativity has never been producing another asset. It's taking one powerful idea and making it relevant everywhere a consumer encounters a brand.
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PROGRAMMATICProgrammatic Without Creative Thinking Is Just Automated Mediocrity
Programmatic can automate distribution. It can't automate relevance. The next layer of optimisation isn't reach - it's attention.
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CONNECTED TVThe Home Screen Is the New Billboard
The most valuable advertising real estate isn't outdoors anymore. It's the first screen millions of consumers see every time they switch on their television.
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BRAND EXPERIENCEFrom Storytelling to Story-Living: The Evolution of Brand Experiences
A brand used to have one job: tell a good story. Today, people want to experience it, interact with it, shape it, and sometimes become part of it.
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CROSS-SCREENOne Campaign. Multiple Screens. Zero Silos.
Consumers don't think in channels. They think in experiences. A campaign should be designed as one connected experience, with every screen playing a role.
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MEASUREMENTImpressions vs Interactions: The Metric Shift Advertising Can't Ignore
We've spent years optimising advertising for the moment of exposure. It's time to optimise for what happens after it.
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PERSPECTIVEAdtech Didn't Kill Creativity. We Did.
We built machines that know exactly who to target. But somewhere along the way, we forgot how to move them.
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CONNECTED TVThe New Marketing Funnel Starts on Connected TV
The TV funnel is changing. Not because TV stopped working, but because the way people behave on TV changed. Awareness, interaction and action now happen on the same screen.
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