• by Joe Mandese  @mp_joemandese, June 12, 2014

That’s what RTB Insider Summit “Creative” panel moderator Tom Beeby, executive creative officer and principal of Beeby, Clark + Meyler suggested could -- or more to the point, should -- happen next.

Beeby said creatives should have a place on every industry panel discussion about data, even the programmatic uses of data, and he went so far as to suggest that major industry awards shows like the Cannes Lions should have a category recognizing the best uses of data in generating creative ideas and executions.

“Let the data educate what should be created and also let the data optimize the results,” added panelist Florian Gmeiner, head of marketing for the Americas at Lufthansa German Airlines.

To do that, Ben Karzman, co-founder and CEO of Spongecell said the industry has to begin thinking very differently about how it uses data, and more to the point, what kind of KPIs it optimizes with data.

“It’s very direct response,” Kartzman said of the current use of data-driven creative. He went so far as to call them “glorified search ads.”

“Let’s try to move it up. Let’s move the conversation up the funnel. Let’s move it up bigger than just the respone at the bottom of the funnel,” he said.