The digital advertising industry keeps evolving at a breakneck speed and many are getting lost behind. Coupled with the ever spiralling growth in platforms that marketing messages need to land upon, we ask could automation help?
Although 2020 witnessed worldwide advertising spending have its most disappointing year on record in terms of growth, digital ad spending held up surprisingly well. According to a report from eMarketer, total digital ad spending will reach $455.30 billion by the end of 2021. Of that, 55.2% will go to display advertising, and 40.2% will go to search. Consumer shifts toward social media and digital video are accelerating the rise of display.
With the increased ad spend, advertisers are continuously looking for ways to drive maximum ROI from their spend, whether by automating redundant processes or innovating existing processes. Keeping up with advertising and design media trends are challenges for advertisers. And, organizations in a post-pandemic world demand more is delivered, whilst spending less.
Creation of digital assets is often where advertisers and their creative teams struggle to drive efficiencies. It can be surprising just how much time and resource goes into creating simple banner variations. How can creative teams scale up and optimize the campaign production process?
The problem with manual digital advert creation
For better consumer engagement, speed is as important as design in digital ad production. Many marketers and advertisers face problems in manual creation of multiple shaped digital ads. These include:
- Using too much time and resource to scale up a campaign (even the smallest revision is time consuming if done manually)
- Errors are common in manual digital advert creation and additional QC is often required
- Losing competitive edge due to extended production time.
Create more with less, in automation
Automating elements of creative work enables teams to dedicate more time complex and time heavy tasks. This dramatically improves process management and staff resourcing. AI is now being used widely as a means to suggest new ideas and develop simple work such as basic ad templates. Introducing an element of automation into the production of the basic adverts (think those that are continually updated or require little editing) can help brands and agencies to maintain their focus on delivering more complex work.
While automation can help save both time and resources, it isn’t the solution to everything. It might just be the answer to the ever spiralling growth in platforms that marketing messages need to land upon though.
Speak to EKCS to find out more about SmartDesign automation.