Build
Deploy
Run
Analyse
Recommend
Repeat
Without being too reductive, most roles in the area of media buying and activation can be summarised as this list of tasks. The unfortunate truth is that 80% of their time is spent in the ‘build, deploy, run, repeat’ steps, getting jobs out the door in over-stretched and under-resourced teams.
Instead, 80% of their time should be spent on what makes digital buyers the industry experts, focussing on delivering recommendations that will deliver the ROI improvements which advertisers need from their teams. But this can only happen if the industry embraces automation again, removing the manual processes that dominate the day-to-day work of your digital teams.
The increasing creep of manual processes
Digital advertising was once at the forefront of automation. Programmatic being the finest example of supercharged automation, it removed the need for manual bidding and let the machine handle the optimisations.
But since then automation has stalled. As walled gardens emerged and the ecosystem got more complicated, there was a gradual creep towards more manual work. Separate systems were needed to run cross-channel campaigns, targeting options became more fragmented and naming conventions became crucial to stitch together cross-channel measurement.
This made building and deploying campaigns increasingly arduous; a digital expert is now someone who can get campaigns out the door without making mistakes rather than being at the forefront of how to optimise and outperform competitors. This isn’t right and it is a waste of digital experts
Kicking automation back to life
At Tack, everything we have built in the AudienServe platform has a single goal in mind; allowing 80% of a buyer’s time to be on analysing performance and recommend improvements. This means giving them the tools to automate tasks, analyse easier and test better. How do we do this?
1. One platform to rule them all
From AudienServe, you can set up your campaign in one place and then launch them across all platforms and walled gardens.
2. Automating manual tasks
Naming conventions are crucial to analysing performance effectively but they are arduous to build and error prone to implement. In AudienServe you have to set your naming convention once and it is automatically applied to every campaign in every platform.
3. Warehousing past activity
Creative you have used in the past, audiences you have built, campaigns you have run. They are all kept in our platform so if you ever need to reuse them they are one click away.
4. Automated testing
A/B tests are arduous to set up, often requiring multiple campaigns with unique naming conventions and complex testing frameworks. In our platform all this testing is set up automatically, leaving your digital marketing experts the time to analyse and interpret.
5. Cross-platform consistency
What you can target in Facebook, Google, Twitter and TikTok are all different even when the people you are looking to target are the same. Instead of having to manually build different audiences in every platform, we have 5,000 audience segments prebuilt in AudienServe and mapped consistently.
6. Prebuilt dashboarding
Dashboarding is key to effective analysis, but if often means using separate software and complex API setups to pull together results. We have done all the hard work for you; AudienServe has a prebuilt dashboard of all your results and the ability to export this data into any existing solutions you may have.
These solutions can reduce your team’s time on campaign setup and delivery by over 60%; time that can be refocussed on delivering on the big strategic decisions that can move the dial for your brands.
It’s time to unlock your teams potential through automation.