Usually, the economy of scale, size, and reputation win the
day, but this spunky and highly adaptive ad agency competes with AI plus better
processes to put more pressure on the large ad agencies. I think this will be a
trend in many industries with the upstarts starting to scare the incumbent
"big dogs." See how industries can be influenced by nimble competitors by clicking here.
The Challenge:
The hourly agency model favors longer times and complex
hierarchies to create more billable hours, and as a result, more clients are
bringing this work in-house. This proves to be an excellent opportunity for our
smaller agency to apply technology to outmaneuver the big dog players in the ad
business.
This Solution:
By automating the ad creation process by applying AI and
automated processes together, big gains are being experienced. This allows for
speedier creation of more targeted ads at a lower cost. Since they work with
many smaller clients, requiring a stronger fee-to-media ratio, they are able to
take many smaller accounts. In other words, AI and process technologies allow a
smaller and more nimble firm to compete with the big ad agencies. By offering
flat rate packages and turnkey services, enabled by technology, clients know
what they will pay. This creates a shared interest to move quickly and
efficiently. Once clients experience that power, more targeted ads become a
reality.
The Result:
While most agencies produce 3-5 social ads max for their
clients, this firm runs an average of 30-50 social ads per month for each
client (an order of magnitude). This is all accomplished in days, not weeks or
months without a high cost. There is a significant time reduction with the
minimum being 37% for a small scope and up to 94% for a broader scope. The
average decrease in time spent from a client briefing email to an ad launch
with 80 ads is 67%.
For the auto industry, this firm can link up to the
inventory quickly and deliver inventory-specific ads that take prospects to a
product page on a client's website. The system will automatically generate
creative in seconds featuring inputs from the brief, all within a
brand-compliant and creative-approved layout. This reduces the creatives needed
from 3 to 1, implying significant cost savings.
Net; Net:
This is an example of how digital approaches can help the
SMBs compete with the big dogs. This particular lethal combination of process
and AI will be a popular approach, going forward. There will be other
combinations that will prove to deliver too.
This Case Study was implemented by Constellation Agency
No comments:
Post a Comment