New York Advertising Week Roundup

Last week at Advertising Week in New York, our CEO, Geoff McQueen, joined a panel of experts to discuss the near-term future of automation in the advertising and marketing industry at a session called Automation 2020.

Automation

When it comes to the application of big data, real-time systems and the use of machine learning, the advertising industry has been one of the "leading edge" sectors thanks to the programmatic revolution.

In this session, moderated by Lydia Belanger from Entrepreneur.com, the panel - which included Mike Bevans from Xaxis, Chris Guenther from News Corp and Jackie Lamping from Sojern - explored the future trends around automation in the broader advertising industry.

Two main trends:

1. When it comes to advertising, the "can" has moved a lot faster than the "should". Consumers rightly say they want personalization, and the trends around privacy and limiting use of data are working in the opposite direction. Given the rapid development of the technology, it is understandable that there's a lag in consumers and users appreciating how that technology can work for them. The insight from the panel was that there's going to be a lot more attention, regulation (as we've seen with GDPR) and the need for the industry to be much more thoughtful about who they work with and how they work to ensure the good of personalization isn't destroyed by the bad actions of some actors.

2. When it comes to automation, we've seen technology dramatically accelerate the bandwidth of campaigns. For example, the ability to run micro-campaigns, undertake experiments in messaging and calls to action, to name a few. Thanks to programmatic and this is now causing challenges for the other parts of the planning, creative, management and measurement pipeline that surround the actual advertising buying/placement itself. When it took hours or days to book advertising slots in an analog world, now the ability to use automation to accelerate is a critical trend.

From the experience of the thousands of clients at Accelo, we are seeing first hand how the old ways of running campaigns aren't cutting it anymore.

The good news is that automation, as a tool to streamline the work of professionals, whether you're planning campaigns with colleagues/clients, doing the creative work around messaging or putting smart people to work is producing in avalanches. It's lead to the ability to get away from spreadsheets, work in progress meetings, and copying and pasting information from emails into various tools. This is having a major impact on the people that make any campaign a success.

If you'd like to see for yourself how automation can help streamline and automate your operations, sign up for a free trial of Accelo today, or give us a call on +1 800 425 7315.