Welcome to part I of our “3 steps to understanding digital delivery”, in this series, I’ll be taking you on a journey to uncover digital delivery nuances, challenges, benefits and what lies ahead.
In my role (Director of Product Development), I’ve seen how, in the past ten years, the delivery landscape has evolved. Part I of our blog series will cover this evolution and how the market changed to accommodate new formats and channels but more importantly, what benefits and challenges that digital asset management and delivery poses.
Creative for advertising is continually evolving and taking advantage of technology for more effective targeting and campaign ROI. This growing number of formats and mediums means asset management and connected distribution plays a more significant part in maintaining control and transparency for campaign execution.
As creative is being produced and adapted for tailored campaigns with ever more pinpoint accuracy, it is essential to have a creative supply chain that can support this new reality. This content hub needs to be able to manage content at an asset level, wrapping it with rich metadata that can be extended out to global campaign supply.
While there are a plethora of tools out there to exchange content, their pitfall is usually version control, tracking and reporting. It’s essential to reduce touchpoints and automate where it makes sense.
A modern digital delivery system:
A well-honed asset management system can accrue valuable creative & production metadata that becomes a new data point. For Digital online campaigns, new possibilities in reporting and analytics feedback loops are now able to provide insight into ad performance based on the creative attributes, and it’s alignment to the campaign targeting.
The following benefits come to mind if you have set up a digital-ready delivery supply chain:
- Increased Automation – Reducing touchpoints by managing video distribution workflow from creative versioning, approval, transcoding and distribution to Digital endpoints.
- Improved usage rights management – No matter who manages the rights a brand or a media agency, if correctly set up usage rights can be attributed to the asset as metadata to carry through to the DSP to ensure infringement checks can be part of the campaign criteria.
- Reporting -Delivery report transparency ensures campaign delivery deadlines are met.
- Analytics -Creative performance stored against assets provides future long-term analytics over the breadth of the creative process.
As you can see, there are plenty of benefits that can be surfaced through a digital-ready delivery hub, but there are more nuances to digital delivery. In my next blog I’ll be exploring the gap between the creative production process and analytics of the past performance of campaigns.