The Future of Automated Advertising

In recent years, news outlets are heavily discussing technologies that are shaping the advertising world. Terms such as algorithms, deep-learning, artificial intelligence and automation are just a few of the exciting ways in which our mode of advertising is evolving. What is automation, and is it a threat to human involvement in advertising?
Automated advertising has a few origins. Platforms such as Google have long offered automated advertising in the form of rules. Today, you can automate your campaigns to run to the best of their ability on any number of goals; CPA, ROAS, first page etc…
main type of automation is programmatic automation, and its spending is expected to surpass $45 billion this year in 2019. Its benefits are invariably efficiency, scale and cost of advertising campaigns.
It is hard to envisage companies moving away from these when they manage so well to improve results at lower costs.
What they create however is the sphere for humans to spend increasing time on aspects that computers are lacking in. Data does not always speak for itself; it requires people to deliver insights from it. Humans can and will continue to work on branding, storytelling and producing rich content. Ad creation is something we are better at because we understand better than anything (for now) what triggers a reaction.
Where exactly is automation heading then?
The current form of advertising measurements (through the use of ordinary metrics) is one that is hard for automated systems to surpass. Automation do not reveal the emotional connection between the users well enough – it is entirely data driven.
Today, younger generations are more focused on giving their life ‘meaning’ or ‘purpose’, which spills into the brands that they engage with. Future development for automation therefore would need to focus less on the qualitative data of general demographics, but instead look more closely at the behavior of users. For example: identifying the ambassadors who leverage brands, the ‘influencers’. Something we are seeing on Instagram and twitter. Once this is understood, automation will be able to personalize the advertising towards that specific user.
Emotional engagement is certainly the next big step that humans need to target to understand. Once we know ourselves the new forms of metrics that measure this, automated advertising will be able to play its role in creating even more personalized ads users.

In recent years, news outlets are heavily discussing technologies that are shaping the advertising world. Terms such as algorithms, deep-learning, artificial intelligence and automation are just a few of the exciting ways in which our mode of advertising is evolving. What is automation, and is it a threat to human involvement in advertising?

Automated advertising has a few origins. Platforms such as Google have long offered automated advertising in the form of rules. At the moment, you can automate your campaigns to run to the best of their ability on any number of goals; CPA, ROAS, first page etc…

The main type of automation used today is programmatic, which spending is expected to surpass $45 billion this year in 2019. Its benefits are invariably efficiency, scale and cost of advertising campaigns. It is hard to envisage companies moving away from these when they manage so well to improve results at lower costs.

Where exactly is automation heading then?

The current form of advertising measurements (through the use of ordinary metrics) is one that is hard for automated systems to surpass. However, automation is beginning to reveal the emotional connection between the users and their actions well enough – it is entirely data driven.

Younger generations are more focussed on giving their life ‘meaning’ or ‘purpose’, which spills into the brands that they engage with. Future development for automation therefore would need to focus less on the qualitative data of general demographics, but instead look more closely at the behaviour of users. For example: identifying the ambassadors who leverage brands, the ‘influencers’. Something we are seeing on Instagram and twitter. Once this is understood, automation will be able to personalize the advertising towards that specific user.

Emotional engagement is certainly the next big step that humans need to target to understand. Once we know ourselves the new forms of metrics that measure this, automated advertising will be able to play its role in creating even more personalized ads users.

Related readings

Future Of Advertising: Automated, Personalized, And Measurable
Say Hello to the Future: The Birth of Automated Advertising
How Automation Will Change Digital Advertising Forever





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