How Automation is Revolutionizing Local Advertising in the New Media Landscape
In today’s rapidly evolving digital advertising landscape, advertisers are faced with the challenge of scaling customized, local advertising campaigns across multiple channels. As digital ad spend continues to grow and new media networks emerge, both in-house and agency ad teams are struggling to keep up with the increasing complexity. This operational pinch point, which we refer to as “the crisis of capacity” for ad ops teams, has led to the need for automation as an essential solution.
The traditional marketing funnel now requires a locally targeted, multichannel, and data-powered media mix. Brands are shifting their budgets towards programmatic and emerging media types, such as connected TV (CTV) and audio ads, to effectively engage hyperlocal audiences. The challenge lies in managing this complexity, and advertisers have traditionally taken two paths to scale their efforts.
The first approach is to hire more staff, but this does not improve margins and can lead to high employee turnover and burnout. The second approach, referred to as “Frankentech,” involves building custom tech to address siloed problems. However, this solution is resource-draining and rarely adds the necessary capacity. Overcoming the crisis of capacity requires a more comprehensive automation approach.
Automation can alleviate the pains of labor-intensive workflows in advertising. By automating budgeting and pacing, advertisers can significantly reduce manual effort and ensure optimal spend. Dynamic adjustments can be made based on real-time performance data, improving spend and avoiding overspend. Launching campaigns at scale can also be expedited through automation, reducing the time required to build and launch campaigns. Campaign management can be made more efficient by automating real-time alerts and proactive notifications, allowing strategists to focus on strategy rather than constantly monitoring campaigns. Reporting, which is essential for evaluating campaign performance and making data-informed decisions, can also be automated to save time and energy.
A Digital Advertising Operating System (DAOS) like Fluency can help solve the challenges of scale and performance by automating workflows and incorporating emerging technologies like automation and AI. A DAOS enables efficient multichannel campaign management, real-time updates, and AI-driven suggestions for optimal ad performance. These benefits save significant amounts of time across workflows, allowing ad teams to deliver outstanding performance results.
Dealer.com, the largest advertising agency in the automotive sector, leveraged Fluency’s automation capabilities to expand their successful multi-channel strategy to Amazon Sponsored Display. By automating the creation and management of over 1,100 locally targeted campaigns, Dealer.com reduced campaign setup time and achieved impressive results. Automation enabled seamless integration of localized Amazon campaigns into their broader media mix, resulting in cost savings and increased efficiency.
In conclusion, automation is revolutionizing local advertising in the new media landscape. Advertisers must think about ad ops holistically and implement comprehensive automation strategies to scale effectively. By automating key workflows, advertisers can deliver highly targeted and relevant ads, achieve profitable scale, and stay ahead in the hyperlocal future of advertising.