Jessica Miles is the Country Manager ANZ at Integral Ad Science (IAS). Here, she explains why hyperautomation is adtech’s top priority.
Automation is a term for technology applications where human input is minimised. Many businesses already use at least one common form of automation, not just for the sake of efficiency but also to provide a more personalised experience for their customers.
Hyper-automation, on the other hand, is an infrastructure of advanced technologies that are used to scale automation capabilities in an organisation. It further automates already automated processes, taking business operations beyond individual input. Gartner pegged hyper-automation as one of the key trends to watch in 2021.
Many organisations have partly jumped on the automation bandwagon, but the technology is still not connected or optimised to provide data sharing or synergies across functions. As pointed out by Bill Gates, an important caveat to remember is that when automation is applied to an efficient operation, it will magnify efficiency. When applied to an inefficient operation, it will magnify the inefficiency. This might be counterproductive. For businesses to remain agile, efficient, and future-ready, acceleration of digital transformation is required. Organisations that don’t focus on efficiency, efficacy, and business agility will be left behind. This is true for the vast majority of the industries, including digital advertising.
Marketers are leaning towards automation in digital marketing.
Investments in marketing technology continue to be a priority for businesses across the board. According to the 2020 Gartner CMO Spend Survey, Gartner found that marketers are prioritising martech over other resources (agencies/services, paid media, labour), spending the largest chunk of their budget on technology.
Today’s marketers are looking at the process and campaign hyper-automation from a whole new angle that reflects more than just guiding and converting the customer through the sales funnel. Automation today also concerns designing comprehensive campaigns to engage meaningfully with customers at every step of their decision journey and through the entire customer lifecycle.
As technology continues to evolve, automation will transform the digital marketing industry. Like so many technological advancements, this will improve the way humans can do their jobs, so they can spend less time pressing buttons and focus more on vital components that require a human touch, like image creation, storytelling, and ad testing.
Automation enables data-backed optimisation
Automated systems are constantly making data-backed decisions, and the best systems would use data to help buyers secure placements and help users build effective creatives and headlines. This would take away the hassle of manual media buying, allowing buyers to buy more and better placements. With automation to help ease the challenges of repetitive tasks, media buying will shift from an analytical role to a creative role- sure to find favours in the adtech industry.
Programmatic ad buying is another example of marketing automation; it saves marketers a lot of time and effort in purchasing online ad space. It enables them to focus on more essential tasks around optimising business revenues. Programmatic buying and selling have increased efficiencies, generating real-time signals and data sets that can be further used to optimise the process, creating a smarter and efficient system overall via machine learning and AI. Marketers’ goal is to connect their brands with the desired audiences better. Programmatic is helping us get there. It provides a path to greater operational efficiency so marketers can dedicate more time to creative strategy and innovation.
Closer to home, the IAS Automated Tag with Google has helped advertisers accelerate, automate, and streamline the traditionally time-consuming tag wrapping processes required to get campaigns live. The automation helped the tag wrapping time reduce by 50 per cent and positively impact the ROI. Marketers are constantly striving to find efficiencies that enhance their workflow, automation allows them to reduce the people-hours on essential tasks and invest those hours back into high-quality services that benefit clients. Automation also enables scale, which is quintessential in accelerating growth and efficiencies.
Hyper automation is a long-term and ongoing commitment that requires cross-functional collaboration and stakeholders’ buy-in. If done in bits and pieces, the technology won’t have the desired impact and will counterproductively magnify inefficiencies. The great news is that marketing automation is still evolving and improving. New-age technologies and innovations are reshaping the future of automation while creating better opportunities for marketers to improve CX with data-backed decision-making and strategies.
Fetch TV and BBC Studios today announced the extension of their channel partnership agreements covering seven BBC channels. The deals secure Fetch subscribers ongoing access to the broadest range of premium BBC content available on any Australian aggregation platform, and include BBC First, BBC World News, UKTV, BBC Earth and CBeebies, along with Virtual Playlist […]
Western Sydney’s newest stadium has a new name, with CBA announcing a new deal with Venues NSW. Bankwest Stadium – which only opened in 2019 – will be renamed CommBank Stadium from October 1, as the big four bank looks to boost its presence in Western Sydney. The naming rights agreement will also come with […]
Monday night’s Have You Been Paying Attention? rose to impressive heights, securing a second place spot in the entertainment ratings and netting 731,000 viewers (as per OzTAM’s metro data). Last night’s ep featured Anne Edmonds, Luke McGregor, Celia Pacquola, Sam Pang and Ed Kavalee as guests, and 10’s current queen Dannii Minogue (who also happens to […]
Helga’s is helping Australians to embrace kindness with a new integrated campaign aiming to inspire more everyday acts of kindness in the community. Helga’s is reminding Australians that kindness is good for us and an essential part of a happy, healthy life via new work from The Works. Running across TV, earned, social, digital and […]
Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]
Guardian Australia has made new appointments in two new states. Nikki Mercado joins as account director in Western Australia and Sophie George joins as a state sales manager in Queensland. With a focus on breaking news, investigative journalism, podcasts and deep content partnerships with Australia’s largest advertisers, Guardian Australia has grown from strength to strength […]
Omnicom Group has won the global consolidated media, brand and performance marketing account for Mercedes-Benz, beating off Publicis Groupe after a six-month pitch process. The holding company will take the reins early in 2022. Omnicom has announced it will create Team X, a dedicated unit that will handle all facets of the brand’s global communications, […]
NOVA Entertainment has confirmed the appointments of Mary Datoc and Michael McPhee to the roles of network managing editor and announcer/operations manager respectively. Strengthening the programming leadership team in the senior role of Network managing editor, Mary Datoc will oversee the enhancement, growth and evolution of programming content for Nova 96.9 and the smooth Network. […]
The University of Technology Sydney (UTS) has launched a new 360 video tour of their innovative Sydney CBD campus, via Paper Moose, aimed at attracting both international and Australian students. It’s been a rough couple of years for Australian universities, forcing them to think outside the box to attract both local and international students to […]
After a long few months in lockdown for Sydneysiders, the NSW Premier announced that gatherings of five double-vaccinated people could go ahead in outdoor areas from September 13th. Pernod Ricard’s Rosé Spritz brand ‘Rosie’ is celebrating this by giving away luxe picnics for 100 Sydney siders throughout the eastern suburbs, inner city and inner west. Teaming […]
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
The Big Bash has joined forces with Aussie music superstar, Tones And I, to launch the League’s second decade and a bold new look from apparel partner Nike. The League has welcomed Tones And I as an ambassador for the KFC BBL|11 and Weber WBBL|07 competitions, with her music to be heard throughout the summer […]
Leo Burnett Australia CEO, Emma Montgomery, is pleased to announce the promotion of Kate Silver to the role of General Manager, Leo Burnett Melbourne. This appointment sees Silver stepping up from her current role as chief client partner. She will continue to play a role in leading the team across key client partnerships for brands […]
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
Susan Wu is the Senior Director, Marketing Research at PubMatic. Here, she looks at how Apple’s iOS 14.5 update is already creating new opportunities for advertisers, their agencies, and publishing partners. Apple’s 14.5 update to iOS sent advertisers and other platforms (we’re looking at you, Facebook) scrambling to figure out how to track users who […]
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]
Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]
Tangram has announced that they have signed a partnership with monday.com. the work operating system (Work OS) where organizations of any size can create the tools and processes, they need to manage every aspect of their work. Israeli-based monday.com and Australian-based Tangram form an irresistible team of experts offering unique solutions to agency problems. monday.com […]