CompanyIndustryInsights

The tech and the talent

12th janeiro 2018
IStock 640176180

The power of technology is constantly changing the way we work. As an industry, we have always embraced innovation because it underpins everything we do. Combining cutting-edge technology with our expertise and experience allows us to offer new and better services, and to extend the boundaries of what we can achieve.

Beyond delivery

We deliver ads to the highest standards around the world and across multiple media channels, guaranteeing they’re always in the right place at the right time. It’s our job to make this process as smooth and productive as possible and technology allows us to extend our offering beyond just delivery. Providing clients with the capacity to store and access all their assets in one place, or creating a way for all parties to collaborate on the content can save time and resources and help boost creativity.

Human expertise

As well as increasing our offering to clients, tech makes us more efficient. Automation can speed up processes and remove human error, but it shouldn’t be employed as a wholesale replacement for people. Quality control in ad delivery provides an example. Automating the basics of QC makes sense as it saves time and effort but we shouldn’t rely on it solely. Without specialist knowledge and human experience automated QC doesn’t have the capacity to make the correct judgment calls alone. Delivering the best service to brands is about pairing smart technology with the human expertise and experience that our sector is right to be proud of.

Immersive and better connected

Being ready to seize new opportunities means always having an eye on what’s next. There’s a buzz building around the development of immersive ad content at the moment, which aims to break down the barriers between content and audience. Broader and smarter connectivity will also increase: brands might send viewers content on their phone to coincide with a TV ad they’ve just viewed, which in turn is linked to a social campaign. This multi-layered connectivity between campaigns, platforms and devices will bring fresh openings for advertisers.

Dynamic data

There’ll be new ways we can use and capture data too. Access to live data will allow brands to make instantaneous appraisals of their campaigns and provide the scope for more intelligent engagement with the audience. We can envisage a future when the days of creating, clocking and delivering an ad will give way to serving ads to a live, dynamic audience, where they can be tailored and targeted according to viewer profile.

Dynamic, immersive, better connected: this is where the technology is leading us as it enables brands to be more creative and innovative while developing a deeper and more instantaneous understanding of their audiences.

The take-up of these innovations will depend on the appetite of brands and content partners to commission and create them. It’s our job to make sure we keep combining the tech with our talent to capitalise on these emerging trends so we’re ready to support our clients whenever and however they choose to employ them.

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