1Tell us more about your agency/company.
We're Playable Factory, an ad tech firm that's been around since 2018. We're all about pushing the boundaries of interactive advertising. We work with gaming companies and brands to create cutting-edge solutions that bridge the gap between digital interaction and advertising effectiveness. Our team is young, dynamic, and passionate about innovation. We believe these qualities are essential as we continue to influence the ad tech landscape and shape the future of digital marketing.
2What do you think is the definition of a successful marketing, media or communications project / presentation?
A successful project in our industry is all about working together. It's where we bring together the best of both worlds—teamwork and technological innovation—and use the pulse of the industry and audience insights to shape our strategies. A successful campaign not only uses the latest tech, but it's also based on solid data and gets done right by a team that works well together. It's this mix that makes sure we not only meet but exceed our clients' and their audiences' expectations.
3Describe your preference or style of work and how it benefits your career.
Our work style is all about finding solutions and making decisions quickly. This approach is really important in a fast-changing field like ad tech, where conditions change all the time and opportunities for innovation are few and far between. By being flexible and quick to make decisions, we can use new trends to our advantage and adapt our solutions in real-time. This has been a big help in growing our careers and our company.
4Tell us about your ideation process.
Our idea-generation process is all about teamwork and open-mindedness. In our brainstorming sessions, our designers and developers come together to think of new and exciting ways to push the boundaries of what's possible. We encourage each other to think in new ways and are not afraid to try ideas that have never been done before. This collaborative environment means that once an idea is formed, it's refined and executed seamlessly by the entire team, which helps to enhance our project's innovative edge and coherence.
5Congratulations! As the winner of the NYX Awards, what does it mean for you and your team to receive this distinction?
Thank you! Winning the NYX Awards is really rewarding because it shows how hard our team has been working and how dedicated they are. It's a great way to show that we're doing things differently and that we're committed to being the best in the ad tech industry. This recognition gives us the motivation to keep exploring new ideas and technologies that can redefine the standard for interactive advertising.
6How has winning an international award help to promote your agency and projects?
Winning this award has really put us on the map. It's attracted attention from potential clients and other people in the industry. It’s been a great way to show off our projects and what we can do on a global scale. On the inside, it’s given our team a boost and made us more determined to keep up our high standards and keep delivering great results.
7What are the challenges of your winning entry(s)?
The main challenge was getting real-time, interactive ads to work on the Smart TV platform. It was a technical challenge that involved lots of complex development and synchronization across different devices and platforms. Our development team put in a lot of work to make sure everything ran smoothly. They came up with some pretty creative solutions and kept testing until they got it just right.
8What are the current trends in the marketing communications industry that you are most excited about?
User-generated content (UGC) is becoming increasingly prevalent and successful. At Playable Factory, we harness the power of UGC by integrating it into playables, benefiting from the positive engagement it offers. Looking ahead, the prominence of playables will only increase, and we are ready to lead this shift by providing services that allow brands to create their own playables from videos or templates.
Our Flex tool allows users to convert video creatives into playables seamlessly. We also offer our Ready tool where users can choose from various templates to craft a playable from scratch, which can then be exported across all ad networks. These tools exemplify our innovation in streamlining the creative process and enhancing the accessibility and efficiency of ad production.
9What are the top three (3) favorite things about the marketing communications industry?
Our top three favorite things about this industry are the relentless innovation, the opportunity for deep human connection, and the pace at which we can impact cultural trends. Firstly, this industry is all about pushing the boundaries of how we interact with media and each other through technological and creative innovation.
Secondly, it's a great way to connect with different audiences and understand what they like and do. Finally, the industry moves fast, so we can see the impact of our strategies on market trends and consumer habits pretty quickly. It's a great field for anyone who's driven by change and results.
10What resources would you recommend to someone who is searching to improve their ideas and concepts?
Embracing AI tools is essential; they're continually advancing and provide invaluable insights that can transform how we approach creative processes. Additionally, thorough market analysis is crucial—it's important to stay informed and adaptable. Understanding human psychology and what drives engagement is also critical for anyone in our field.
11Where do you see the evolution of the marketing industry in the next 5-10 years?
The pace of change is set to accelerate, with costs likely decreasing as technologies such as AI become more integrated into our processes. We are on the brink of a revolution, not just in how we interact with media but in how these interactions influence broader cultural and social dynamics. In the future, I see a landscape where interactive and personalized content becomes the norm, further blurring the lines between creator and consumer.
