New content and media management optimisation platforms (DCO) will!
New dynamic creative optimisation (DCO) will make the same waves in advertising as the original split between creative and media into agencies. You could compare it with the advent of social and digital media and its effects, whatever the comparison it’s the dawn of a new era!
DCO is allowing design and production teams to multiply creative output, volume and variety. It affords significant time savings and enables the client to out-market the competition. The efficiencies over current production methods are revolutionary – your team can focus on the next breakthrough idea. It gives the flexibility to adapt multiple elements, language, size and channel. Targeting is on a micro basis allowing you run hundreds of variants instead of a handful i.e. very nuanced messaging and surgically targeted. The result is a far more effective and successful campaign with greater transparency throughout the process. And the savings over traditional methods are significant.
Will this mean the loss of creative control? No!
The campaign idea and strategy will be even more important since the message will need to be able to be delivered in so many more formats and work to many more micro targets. Production will change radically. Most of the CMP’s such as Celtra and soon to be announced Google and Adobe versions operate in this area.
However, one company, Render CX, is trail-blazing the future by going far beyond the current model. They have incorporated content optimisation with social listening data and media channel optimisation to deliver much greater effectiveness, microscopically targeted, results-driven campaign outcomes. Using the data, the system, through AI, learns. It learns from results which formats deliver the best results and which media is gaining the best audience response. As it learns it adapts the channel, format and media. It keeps learning and adapting the format and media as the campaign rolls out, its always on and it is always learning and adapting until the budget is spent. It is where artificial intelligence meets the advertising world head-on. The result of this efficiency is, Render claim, an incredible 70% average saving in campaign costs.
Is this the death knell for creative agencies or a new dawn? If agencies are smart it could mean the latter. Clients want to do what they do best, sell their goods to their customers not waste time doing something someone else can do better. By delivering significantly more effective communication, faster, cheaper, with greater transparency, the client agency partnership should strengthen. As the system develops and the process becomes more integrated the advertising industry may go full circle and reincorporate the media process into main agencies? That really would be revolutionary!
At The Innovation People, we utilise the latest insight technology to facilitate the innovation process. Looking at classic case studies, paired with future capabilities and enabled by technology. Design and Innovation sprints which help to ideate and test in days and weeks, where once months of analysis and resource would be required.
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