CompanyInsightsResources

3 Steps to Understanding Digital Delivery – Part 2

10th July 2020
Digital Delivery Series Part 2

Introducing the disciplines of digital asset management to the needs of a cross-media supply chain brings with it some unique opportunities that you can take advantage of. While excellent customer service and efficiency have been the MO (Modus Operandi) for ad distribution platforms for many years, the ability to integrate and build platform partnerships in the content supply chain starts to bring unparalleled possibilities to life.

There is a wealth of high-quality metadata that is accrued in the production process that becomes centralised as well – from campaign budgeting, briefs, production sheets, usage rights, scripts, playout data, and AI-based content recognition & speech to text in your platform you have a rich data set that can be normalised and tapped into for later correlation between content, production setup and performance.

This new data overlay from a smarter supply chain generates a picture of the creative ad assets that are worth exploring for insights. There are several hundred data points generated in this process that can be made available to analytics and targeting engines – with some data standardisation this metadata can increase the value of the end-to-end supply chain by highlighting wastage, inefficiencies and cost.

With this information you can also have clear visibility of content utilisation and performance. Ads that perform well are amplified; ads that do not perform can be archived. Both data sets can be analysed for creative characteristic tell-tale signs. The performance data can be compared to the production costs, with subtle patterns identified for productions that outperform, which can be fed back quickly to the entire team.

Some of the outline benefits are:

  • Rich creative metadata normalised for targeting engines and Dynamic Content Optimisation
  • End to end reporting at creative level
  • Content-based performance analytics
  • Production Creative tailoring

Closer integration and combining datasets can provide analytics with an enhanced view of the entire supply chain. There is now greater awareness in the production supply chain that can be analysed and reported upon. Every step of the journey is working together and is an opportunity to improve the performance of a campaign.

What we are missing here to some extent, is the “Why?” Why did this campaign do so well, and that campaign performed somewhat poorly? Was it the campaign planning? Timing? Or a raft of other factors we have no visibility of?

Can the production process yield insights when analysed against the campaign performance data? Can the creative content itself give any subtle indications? Over time, are there any creative attributes that surface that lend themselves to media types, demographics that we are overlooking?

At Adstream we’re working to bring this reporting functionality to life by partnering with leading organisations in AI, media monitoring and other stakeholders in the campaign supply chain to enable accurate and insightful reporting to campaigns globally.

On my next and last blog of this series we’ll look at the potential the data can yield over time and how this valuable tool becomes a reference in the creative process.

You may also like

34.234.207.100

Book a callback

Fill out the details below

Any personal data herein is processed in accordance with Data Protection legislation. All feasible security measures are in place. Further information is available by request to the company.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Send an ad

Select your file type

Any personal data herein is processed in accordance with Data Protection legislation. All feasible security measures are in place. Further information is available by request to the company.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Book a demo

Tell us a bit about yourself

Any personal data herein is processed in accordance with Data Protection legislation. All feasible security measures are in place. Further information is available by request to the company.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Our Platforms

Form Success

Thanks, it's been sent.