How Machine Learning & Human Smarts Can Cut Your Marketing Costs
In his latest post for B&T, Collaboro CEO Warwick Boulter (pictured below) says another upside to all this new tech available to marketers is it ability to save you time and money…
You may have noticed that we talk about metadata, collation, content tagging and machine learning – a lot. They’re pretty dry topics. But they’re important, because if you can find your marketing assets quickly and easily, then you can avoid costly production repetition, you can empower your creative partners to actually be creative and you can get your campaigns to market far more efficiently.
Let’s put some metrics around NOT being able to find things: In 2012 McKinsey reported that employees spent 1.8hrs per day – over 20 per cent of the working work – on searching for files. An earlier IDC report placed this figure even higher at 30 per cent. In IDC’s words “the knowledge worker spends about 2.5 hours per day, or roughly 30% of the workday, searching for information”.
Conservatively, that’s one headcount in five, completely wasted.
Now, add in the cost of re-making things you can’t find. Then add in the opportunity cost of missed market opportunity while you remake things. Now add in the cost of this issue manifesting across multiple agency partners, who also have no ability to share assets easily… Suddenly, the real costs of not being able to find marketing assets jump.
Properly solving digital asset management (DAM), and engaging your creative partners in the process and outcomes of a DAM solution, can deliver huge efficiencies to your business and help cut down considerably on future marketing costs – ideally funnelling that wasted 20 per cent or so of your marketing budget back into market-focused outcomes.
There are three core aspects of digital asset management required for success: engagement, process and software – each have about a 30% weighting to deliver success.
Any DAM software worth its salt will use a relatively intuitive metadata system to ensure uploaded files can be quickly found by users. To be high-functioning, the system should use a combination of machine learned insights and human smarts to tag, not just the image or video file, but the individual components within the file. The system should recognise what’s actually important to your business, not just deliver generic tags. And it should encompass details on capture, usage, production and copyright.
This makes the content ‘intelligent’. And that’s where things get really exciting.
Using a combination of machine learning and human smarts, an intelligent content engine (ICE) analyses and understands objects, people, text and scenes within imagery and video, to add multiple layers of searchable metadata.
These searchable layers can be broken down into nine layers.
Metadata layer 1: File information
This is the basic information auto-generated by operating systems. Things like creation date, file type, file size, file name, and a few other parameters. Basic stuff, but handy nonetheless.
Metadata layer 2: Embedded capture information
When cameras (and phones) capture images and video, they also store some relevant metadata. Things like camera type, frame size, frame rate, technical capture information, and crucially, GPS location information are details included in an ICE.
Metadata layer 3: Audio transcription
Searchable transcripts of all spoken words in any video. This is especially powerful for interviews and longer form content. Being able to search not only video content but words on a cloud-based platform can deliver both marketing efficiencies and analytical insights from the content itself.
Metadata layer 4: Copyright and usage information
A set of information detailing the copyright holder, licensing agreement detail, usage contracting for talent, music, video operator, photographer, contact information – all the things that allow businesses to utilise their multimedia assets easily and with clarity.
Metadata layer 5: Bespoke customer-centric keywords
A bespoke thesaurus of keywords that reflect a brand’s specific characteristics. These are specific and detailed – often product or infrastructure terms that are critically important and often used internally within your business. For some of our clients, ‘hamburger’ is far too generic to be useful. We need more details like ‘beef patty’ or ‘low-fat’ or ‘Australian produce’.
Metadata layer 6: Basic object recognition
Broad keywords that are populated as searchable metadata under an automated AI framework are included in an ICE. Basic visual elements and objects, include, for example ‘plane’, ‘car’, ‘dog’, ‘man’, ‘day’, ‘night’, ‘water’, ‘park’.
Metadata layer 7: Facial recognition
Facial recognition can empower a customer to teach the algorithm important faces that can be tagged automatically – with applications from sport to C-suite and politics.
Metadata layer 8: Production information
Taking information from the call-sheets, job sheets, project management platforms, agency production reports, and any other campaign information, an ICE can include details on personnel involved in the production or creation, such as the producer, director, ad agency, product, campaign, job number.
Metadata layer 9: Character recognition
Recognition of words that appear as visuals on-screen – this is very powerful. It allows, for example, a sporting team to immediately identify images or video where sponsor branding appears, providing immediate proof points for activation.
These insights – many of them driven by machine learning and at the cutting edge of technology – allow creative assets to be easily surfaced within a library that is growing exponentially, and is being created across multiple partners or locations.
The wider implications of these technologies on managing digital creative assets easy to find and use not only adds value to marketing, but immunises against employee and agency changes, and prepares for a future of highly automated, highly individualised, content driven marketing at scale.
Latest News
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
DiDi has appointed Tim Farmer as head of brand marketing in Australia and New Zealand. Prior to his new role at the rideshare company, Farmer spent eight years at The Walt Disney Company, rising from a partnerships lead to become its marketing director responsible for Disney+, Marvel, Pixar, Searchlight and Nat Geo. “One of the […]
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
Last week, Google took the not-unexpected step of delaying the end of third-party cookies again. Citing “ongoing challenges” and “divergent feedback” from different corners of the digital advertising industry, Google delayed the end of third-party cookies from the “second half of Q4” to early 2025. Much of the dragging has come from Google having to […]
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
In this latest instalment of the Fast 10 series, Greg ‘Sparrow’ Graham chats with Tim Bullock, director and founder of production house Scoundrel. You know Bullock’s work, even if you don’t know his name, having directed huge spots for the likes of VB and Toyota, working with creative agencies such as The Monkeys and Saatchi […]
Outbrain Snatches Chris Oxley From Foxtel Media
Outbrain has appointed Chris Oxley as the country manager for Australia, New Zealand, and Singapore. Bringing over 18 years of experience in digital media, Oxley will lead the charge in driving the expansion of Outbrain’s advertising business across ANZ and Singapore. In his role, Oxley will oversee the development and implementation of Outbrain’s commercial strategy […]
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
To mark oOh!media’s community partnership with Greening Australia, creative and innovation hub, POLY has developed a two-phase campaign that leverages weather triggers and dynamic digital executions to drive brand awareness and donations. Greening Australia is a national not-for-profit organisation with over 40 years of experience restoring Australia’s diverse landscapes and protecting biodiversity. oOh! announced its […]
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media together with Carers Australia and a coalition of carer support and advocacy groups, are joining forces to call on both the Federal Government and the Opposition to add superannuation to the fortnightly Carers Payment. Last month, The Inquiry into Unpaid Carers recommended the Australian Government consider options to incentivise and recognise the impact […]
In A Fragmented World, Engagement Is King
Media executives from Australia’s top agencies sat down with B&T TV to discuss how media fragmentation is impacting advertising spend. Few will deny that measurement is key when it comes to deciding where to allocate ad dollars. With media more fragmented than ever, which metrics to use is less clear. As Nik Doble, Mindshare’s national […]
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Today is a big day in radio. After years of dominating the Sydney ratings, the Kyle & Jackie O show is launching in Melbourne. Whilst some have sworn that Melbournians won’t like the controversial show, Kyle Sandilands is confident of its universal appeal. “The only difference if you’re a regular listener in the Sydney market […]
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.