DYNAMIC CREATIVE For Weight Watchers, we cut manual optimization out of our diet and replaced it with technology that could crunch data in real time. Suddenly we could optimize ad creative in the moment – changing messaging, images and colour combinations on the fly – and immediately optimizing our results. There is a failure to understand that in digital video you seek fans, you don’t buy audiences. “Fandom” is moved by authentic passion; it isn’t there to be “hit”, but it’s there to be conspired and collaborated with. If you want to enter into the mindset, then The Young Turks (TYT), an opinionated, youth-oriented online news network provides a good example. Fans prefer it to other news outlets and mob the presenters at conferences as if they were rock stars.