Ad Automation: A Digitally Paved Road to Guide Modern Advertising
Despite the wide-ranging possibilities provided to advertisers by the digital world, it also poses some significant hurdles to overcome. While the vast range of channels does a remarkable job of organizing the audience by taste, behavior and basic demographics, the simply astounding amount of data can still be overwhelming to an advertising team looking to develop a strategy and campaign to speak to the audience about a brand, product or even idea.
For an advertiser, the intricate and expanding digital landscape is the proverbial double-edged sword, fostering an enticing new way to communicate with an audience while also generating a huge amount of information to wade through in order to efficiently communicate.
Fortunately, the same digital world that has created that conundrum has also provided a set of ad automation tools to make it far more manageable than ever before. With these new solutions, the creative and ad management segments of advertising are being transformed with intelligent, machine-based learning that lends a level of productivity and efficiency to advertisers at a time when the scope of the digital world is creating new, ever-expanding demands.
While creativity and art are not mutually exclusive concepts, there remains a distinct difference between the two. Although humans, at least for the moment, remain the sole curators and definers of art, creativity is a broader concept that can be quantified to optimize impact and appeal.
To that end, the creativity in advertising, already powered by big data and the increasing ability to accurately predict consumer behavior in nearly any context, is being channeled into ad automation solutions to unlock a campaign’s true potential.
AI Brain Power and Creative Prowess
The advent of big data, computing power and the corresponding evolution of predictive analytics has brought the ability to automate creative strategy from the realm of the shadowy and distant future to the immediate and available present. By harnessing the mountains of consumer data from the past, machines can use algorithms to develop accurate, reliable trends for advertisers to find the best route to take.
Building on the premise of traditional marketing testing, a campaign can utilize new technologies to automate that same testing process, only now with infinitely more variables to further hone a precise message. While the staggering number of possible combinations involving different assets, tone and timing has been problematic for advertisers in the burgeoning digital age, innovations in ad automation technology have allowed advertisers to corral those infinite combinations into a manageable, insightful benefit rather than an overwhelming burden.
With the efficiencies created by such ad automation, advertisers can now hand those repetitive, tedious tasks involving data crunching and trend modeling to computers, allowing themselves more freedom to actually create and build upon new ideas.
Although it might seem a bit paradoxical at first glance, automating much of the creative process will give advertisers, who tend to be inherently creative individuals in the first place, the opportunity to be even more creative.
Automated Ad Management
Technology has also provided advertisers significantly expanded abilities to manage an active campaign. Again rooted in big data and computing power, the immediacy of campaign performance data can now be instantly integrated into changes in strategy and direction, providing advertisers the opportunity to make real-time changes based on real-time information.
Aside from changes to overall campaign strategy, automated ad management also extends an advertiser’s reach, turning the ability to communicate a message to the individual consumer from a daydream to a reality. Based on data mined from social media feeds and personal data sources, automated ad management can gather the information, organize it into a usable, insightful manner and choose the best means of distributing it, all in a seamless and automated fashion.
Similarly, ad automation technologies can also identify where a consumer might be in the sales cycle, structuring an ad to the exact timing and tone to best maximize conversion rates. Advertisers no longer have to communicate to large swaths of the consumer base but can isolate particular segments or even individuals, appropriately hone the message to match the audience and distribute it accordingly.
From a technological perspective, the most powerful aspect of ad management automation might be its ability to integrate outside influences into its models to further enhance the spontaneity and impact of an advertiser’s message. For instance, something as complex and dynamic as the local weather relative to an individual consumer will soon be able to be infused into an advertiser’s communication to create an immediate impact. Given the extraordinary amount of data, processing power and agility needed for such efforts, only the recent ad automation technologies that have evolved along with big data and algorithmic modeling have provided advertiser’s this ability.
The immense power given to advertisers by innovation is perhaps best described as the ability to take a massive marketplace with countless individual tastes and shrink it down to manageable, targeted information.
Despite the problems posed to advertisers by such a complicated, splintered digital world, advancements in ad automation solutions involving creative strategy and active ad management have taken the problematic vastness of the digitized consumer base and turned it into an asset to be exploited for the benefit of efficiency and productivity.