Posted on March 7, 2019
5 Ad-Tech Investments To Make In Your Advertising Agency In 2019
Rapid changes in content trends, consumer choices, and digital channels have reshaped the creative and advertising industry. Here’s an example: Studies show that nearly 75% of all digital ad spending is driven by mobile advertising, content delivered in tiny snippets with little or no creative. This means that traditional agencies and advertising firms who’s bread and butter is strong creative and design need to adapt or lose relevance in the market.
One way to adapt is to focus much more seriously on technology driven services that can generate returns for agency customers through more innovative marketing. From marketing automation to email campaigns to personalized video content, the landscape of digital offerings that can help advertising firms grow and evolve are immense.
Let’s explore the top technology areas that an advertising agency should focus on 2019 to earn more wallet-share from consumers for their customers.
Smart devices and assistants enabled advertising
The consumption of ad content has moved beyond print, radio, television, and the internet. Smart devices like wearables, home speakers such as Google Home, Amazon Echo, and much more are on the rise and are highly desirable targets for certain industries. In particular, smart voice assistants like Alexa, Google Assistant, and Siri are offering new opportunities for brands to connect with personalized messaging. Though the creative developed for these new mediums won’t be visual, there are opportunities for smart, memorable contextual voice based campaigns and marketing collateral.
On a side note: As the old saying goes, all that’s old will be new again. Who’d have guessed we live in an era when traditional letter writing skills are paramount to writing effective emails and now old-time radio advertising is on the rise with voice-powered assistants?
Personalization through AI
The power of AI has already impacted and improved customer relationship management. There are numerous examples of CRM providers like Salesforce using AI to redefine targeted marketing and create levels of personalization in campaigns with less manual intervention than ever before. As AI continues to proliferate, advertisers in these channels will be compelled to deliver value with automated personalization.
A simple example could be an emotional analysis of video content and displaying ads based on the sentiment of the scene. We have already seen how powerful machine learning tools have enabled the auto generation of subtitles, character recognition, etc. The next level is offering avenues for embedded ad content tailored to match the tone and meaning displayed.
Although content marketing is nothing new, the way it gains attention and traction in the market has changed dramatically over the past few years. Content marketing has evolved from a basic technique for demand generation into a focal point for branding, driving behavioral changes in consumers, and ultimately setting the tone for an emotional connection between the consumer and a business.
Technology plays an important role in this regard by opening up a whole range of personalized content marketing avenues. It could be as simple as building a CMS powered business website integrated with the best marketing automation platforms or it could be a state of the art email management platform that automates email campaigns and promotions.
Data driven target base
Thanks to heavy competition, brands need to differentiate their target audiences at ever more granular levels to promote personalized offerings and remain competitive. Advertising agencies need to have a clear list of subjects for their content, whether videos, texts, or images. Obtaining this kind of comprehensive filtered target list for advertising is increasingly made possible through technology solutions like lead generation platforms, intelligent CRM solutions and efficient CMS powered enterprise websites. These channels provide highly valuable data about customers such as their preferences, their spending patterns, and much more. The greater the amount of data, the greater the opportunities for personalization and emotional connections. It also helps agencies eliminate wasted effort and save costs considerably for businesses that rely on their service.
Analytics for measuring performance
Last but not the least, technology plays a big role in measuring how effective an ad campaign or advertising activity has been. Given the large number of channels and means to connect with consumers, agencies need to be able to play in an entirely new, data-driven space and collect as much intelligent feedback from the channels they are using on behalf of their customers. The power and sophistication of big data platforms, machine learning, and sophisticated visualization tools will help agencies measure their effectiveness, identify those ads and channels work and those that need improvements. They will also benefit by being able to promote their creative business to new prospects with metrics backed by bulletproof methodologies.
Forward-thinking ad agencies will be focused on taking advantage of the digital disruption happening around the world and adapt their business to suit new trends and the aspirations of consumers. The goal remains to have their client’s brand positioning perfectly communicated to the right audiences and result in conversions and deals, but the tools are rapidly changing. Technology is now a critical factor.
Get in touch with us to explore the latest ad-tech you can use in your business today.