Carat Digital Director, Anthony O’Callaghan, believes AI is more friend than foe for media agencies, with the potential to transform the way they operate, making space (in minds, as well as calendars) for more creative and strategic thinking.
There’s been a great deal of talk around artificial intelligence and automation as a threat to jobs and the survival of media agencies in the not so distant future. I certainly don’t disagree with its potential to kill off, or at the very least, drastically alter the agency model as we know it; I just don’t think this is necessarily a bad thing.
As anyone in an agency will tell you, there is a heavily process-driven side to the life of a media planner/buyer that can, at times, feel robotic in nature. This day to day ‘business as usual’ (BAU) activity – booking, reporting, auditing, finance, spot-checking; the list goes on – forms the backbone of any media agency. Without it, agencies simply couldn’t function.
‘Business as usual’ can, however, leave very little time in the day (or space in your mind) for the kind of innovation and future-focused thinking that inspires and excites not only clients, but the planners themselves.
What AI offers agencies is an opportunity to give BAU to the ‘bots; to look up from the day to day and make space in their minds and calendars for more creative, strategic thinking.
At the recent ad:tech in New York, AI was potentially the biggest buzzword being thrown around since we last talked ‘the year of mobile’. Whilst the discussion was thought-provoking, the majority of conversations focused on the benefits for advertisers and consumers, rather than the immense opportunity it offers for internal process improvement.
Less than ten years ago we were still faxing bookings to TV networks; today, our systems are semi-autonomous – we buy off screen, we self-serve biddable media, and can visualise and track real time campaign performance. Would it be so crazy to believe that in another ten years’ time, these tasks will be done solely by machines? One would think not.
IBM Watson, Amazon Alexa, Google Home – all AI-based platforms that are effectively only in their infancy. Infants mind you, that essentially curate your life, understand and answer your questions all whilst beating you at a game of chess. It’s scary to imagine what they could accomplish when they hit puberty.
Imagine if all of our trafficking, reporting and uploading was 100% automated, with AI systems talking to one another, sharing learnings, understanding our needs and wants – it would be a bold new world for media planners & buyers.
So what does this mean for those working in media agencies? Are we all no longer needed; will AI come along and make us obsolete?
Absolutely not. The platforms listed above are all forms of cognitive machine learning; the more you use them and feed them queries, the more they learn and get smarter with their outcomes. It is a tool; not a replacement for people.
What it does offer is an opportunity for media planners and buyers to impart our smarts to the machines and free up some space and brain power to focus on better-servicing our clients, effectively managing our teams, and creating amazing campaigns.
Give me a world where our reports are there waiting for us in the morning, our trafficking is done overnight, and finance always matches! These are just some of the possibilities that AI platforms enable, and it’s a damn exciting proposition. For now though, let’s face it – it’s not ‘Westworld’ just yet, and someone’s got to go to those Friday drinks.
Please login with linkedin to commentSkittles
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]