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1、Sponsor contentIn an industry demanding efficiency and ROI,automating creative processes continues to bea growing needCreative automation:Revolutionizing how ads are made2The Business of BrandsAd AgeJune 2023Custom white paperCreative automation:Revolutionizing how ads are madeWhile AI grabs most of
2、 the headlines(and controversy),automating creative processes continues to be a growing need in an industry demanding efficiency and ROIAutomation promises to transform virtually every industry,including the advertising business,where it has already revolutionized how media is bought and sold.A grow
3、ing number of marketers believe now is the time to also reinvent the process for creating ad campaigns across all formats,from video and the web to e-commerce and social media.Anyone who makes ads for a living is aware of the inherent problem in conforming to the creative processes of the past in ou
4、r digital,increasingly automated age.While technological advancement has reinvented so many other businesses,creating ad campaigns remains hobbled by cumbersome,outmoded procedures,siloed technologies,a host of formats and channels nearly impossible to keep pace with,and disparate teams across a ran
5、ge of disciplines and time zones.The result is that producing a campaign can be unwieldy and time-consuming,not to mention prone to error.Thats bad news for marketers,seeking efficiency and brand consistency through multiple rounds of changes as they aim to expand their presence across a growing glo
6、bal audience of consumers.Creative automationcloud-based software for marketing and creative professionals to remove design repetition tasks for high-volume advertising campaignshas emerged as a solu-tion for many challenges,giving the designers of campaigns more control of the creative process and
7、helping advertisers scale with efficiency,all the while spinning out the most creative and effective marketing content.But while it is something numerous mar-keters and media companies have already embraced,many agencies and brands are just now learning about the benefits of creative auto-mation,lik
8、ely wary of shaking up the process whereby campaigns have always been made.Still,more and more marketers are seeing that now is the time to change how business is done,and to incorporate creative automation into their own organizations.Breaking down the benefitsAs those who make campaigns for a livi
9、ng know,unwieldy production processes dont just create massive inefficiency and lots of headaches for creatives.Manual processes simply cannot keep up with the pace the market today demands.Media moves in real timeand the creative process should do the same.Creative automation promises a production
10、process three to 10 times faster than traditional ways of working.The need for a more efficient way of doing things is clear.Consider that campaigns tend to be produced by several internal and external teams with an array of multidisciplinary specialtiesfrom marketing strategists to art directors to
11、 copywriters and even multimarket expertise.Now,consider that COVER IMAGE:ISTOCK3Creative automation:Revolutionizing how ads are madeThe Business of BrandsAd AgeJune 2023Auto-cropping for bulk designing digital bannersWhat problem does auto-cropping solve?During production,designers often need to pr
12、ep all raw assets such as background graphics,product images or photography by manually cropping source images for each of their different sizes.This also means that editing or making changes to any image assets will bring you back to redistributing creatives.Celtra recently automated this workflow.
13、Now designers can upload their source images directly into Celtras platform.The software will automatically crop images to fit differently sized creative.Designers can then preview crops across all digital banners and manually adjust them if needed.In addition to saving time in bulk designing,auto-c
14、ropping streamlines the entire production process.Designers no longer need to go back and forth between Celtra and an offline design tool to fix,adjust or generate new crops.With a higher volume of creative production,marketers can easily add variety,new channels and formats to the campaign mix with
15、out missing production timelines.Marketers focused on growth,meanwhile,benefit from the ability to scale campaign assets for creative testing.They can also produce more audience-based digital assets with the same team resources.Both can be sure that creatives are customized per channel and format.Ce
16、ltras platform automatically crops images to fit differently sized creative.CELTRA4Creative automation:Revolutionizing how ads are madeThe Business of BrandsAd AgeJune 2023all those people work on different apps and platforms.Meanwhile,how those team members communicate over the course of a campaign
17、s productiongenerally a perpetual volley of emails,DMs and comments across appsis also stuck in a time warp.Creative automation simplifies all that.With multi-user access,preview,review,approval and tag generation,workflows are streamlined.With creative automation software,teams no longer have to se
18、nd assets as email attachments or embed screenshots in presentations.Rather,creative operations leaders and marketers can pull up the latest version of the creative themselves and send feedback or approve changes all in one platform,minimizing human error and eliminating roadblocks like versioning l
19、ags.Consider also how the publics appetite for ads and the types of messages they are drawn to have shifted.Just three years ago,short-form video was still on the rise.But todays changing trends necessitate digital transformation,as video teams have not fully transformed.What used to be very curated
20、 branded videos now heavily lean on user-generated content,resulting in marketing messages that are a little more relatable and a little more“human”in their production qualities.That involves different requirements for the producers of those ads,and whole new opportunities for brands.The obvious dow
21、nside is that creative teams struggle to keep up with the relentless pace of a media ecosystem thats always in motion.Yet,creative automation is also modernizing video production processes,easing the growing bottleneck of workflow as the form has flourished.Why the creative process must changeWhy au
22、tomate the creative production process,versus other elements of the marketing process?Because creative production is a foundational driver of cross-channel campaign effectiveness.As the research firm Forrester pointed out in the 2020 report“Improve Creative Speed,Quality and Relevancy With Automatio
23、n,”commissioned by Celtra,a maker of creative automation software:“Businesses that can improve their production processes and produce relevant content will stand out and better win,serve and retain customers.”In its survey of hundreds of digital advertising decision makers in the U.S.and the U.K.,Fo
24、rrester found that 70%devoted more time to ad content creation than they would like,while just 44%agree that current processes are effective.The report determined,“Without the proper technology on handand with outmoded processes in placemuch work remains manual,confusing and time-intensive.”Because
25、of that,only half of advertisers say they can make creative content that keeps up with the speed and volume of their ideas.When producing digital ads,marketers continue to struggle with such issues as localization,optimizing campaigns and keeping up with the speed of digital growth,Forrester found.W
26、hen it comes to developing new assets,they grapple with factors like organizing inputs,lack of visibility into how theyre used in local markets and slow time to market for campaigns.“When relevancy is hampered and speed-to-market is slow,ad creative quality can suffer as a byproduct,”the report dete
27、rmined.Creative automation has been embraced by leading marketers such as Unilever,whose global creative automation partner,Celtra,has had its creative automation solutions used by clients to produce more than 2 million ads worldwide.As Nathan Cook,global director of brand communications excellence
28、at Unilever,explained,“Moving from manual processes with fixed design to modular and automated“Automated digital creative production has made our workflow faster and our creative more effective,while driving cost savings across the company.”Nathan Cook,global director of brand communications excelle
29、nce,Unilever 5Creative automation:Revolutionizing how ads are madeThe Business of BrandsAd AgeJune 2023Auto-layout for optimizing digital banner spaceWhat problem does auto-layout solve?With high-volume digital campaigns,production needs to manually adjust the layout of components in their templates
30、 to make the most of the digital banner space.Previously,each layout would have required designers to build separate templates or bulk-design creative variants.Now,marketers can design a single template that can be adapted for all content variations.With auto-layout,designers set the rules for the l
31、ayout so that the components and creative elements in the template are automatically resized and repositioned to best fit the space.Now they are able to accommodate various layouts and combi-nations of content in one template.Among the benefits of auto-layout for designers are efficiency,brand gover
32、nance and quality.Designers no longer need to account for different creative combinations individually,now having more control over how creative components are assembled,and can efficiently produce high-quality creatives for distribution.Auto-layout is particularly useful for designers producing lar
33、ge volumes of content for different alphabets as they can set individual rules across languages.Meanwhile,auto-layout also aids marketers deploying global toolkits.Multimarket campaigns with different length translations benefit from automation since the user can preserve design quality across langu
34、ages.CELTRARelative repositioningWith auto-layout,designers set the rules so that the components and creative elements in the template are automatically resized and repositioned to best fit the space,allowing them to accommodate various layouts in one template.Automatic resizing of CTA button6Creati
35、ve automation:Revolutionizing how ads are madeThe Business of BrandsAd AgeJune 2023digital creative production has made our workflow faster and our digital creative more effective,while also driving cost savings across the company.”First-rate creative still mattersAs advertising and the number of di
36、gital media platforms have flourished,the role of the creative has become more important than ever,and the quality of the ad content they produce is elemental to a brands success.While in recent years the industry has focused on building the infrastructure for personalization,it has put pressure on
37、content delivery and execution to cover the growing scale of marketing efforts.Dynamic personalization and automated ad delivery are only one half of the personalization challenge;the other is delivering campaigns that are relevant and impactful.Targeting,meanwhile,has become increasingly challengin
38、g.Consumers are constantly bombarded with ads,and it is harder for brands to break through that clutter.In addition,the rise of personalization has created new challenges for content delivery and execution.Personalization requires the creation of multiple versions of ads that are tailored to specifi
39、c audiences.That means marketers need to create more content than ever before,and they need to do it quickly and efficiently.That can be a daunting task,putting tremendous pressure on creative teams.Dynamic personalization and automated ad delivery have made it easier to deliver personalized content
40、 at scale.These tools allow marketers to create ads that are automatically tailored to specific audiences based on their behavior,interests and demographics.But such tools only amount to half the challenge when it comes to personalization.It is important to remember that the creative quality of adve
41、rtising remains crucial.After all,a personalized ad that is poorly designed or executed will not be effective.In fact,it could do more harm than good by damaging the brands reputation.Personalization and automation are nothing without creative that is relevant,impactful and memorable.CELTRAAuto-size
42、s for bulk producing advertising bannersProducing all the size variants for digital advertising is one of the most tedious and mundane tasks in creative production.Celtras Creative Automation solution relies on machine learning to automate the process of applying a design across multiple sizes.All t
43、he formats and sizes that teams need across digital media channels are analyzed while the minimum layouts needed as a design source are identified.That means designers can create one template design that is automatically applied to additional sizes.Designers can design for one size and effectively s
44、cale that across all the sizes needed in bulk design production,then easily tweak or make manual adjustments for individual sizes if needed.For marketers,complex media plans become distribution-ready assets faster.Auto-sizing can better serve a campaign plan of any scope.Creative Automation uses mac
45、hine learning to automate applying a design in multiple sizes.7Creative automation:Revolutionizing how ads are madeThe Business of BrandsAd AgeJune 2023A focus on localizationCreative teams are used to handling high vol-umes of local market asset requests,something that is a workflow challenge,to sa
46、y the least.With creative automation,teams can design principal templates for regional counterparts,then resize,reformat and personalize the creative according to their needs in the local market.That allows for consistent branding and localized messages.Ultimately,creative automa-tion enables a glob
47、al market reach that would otherwise be unattainable.With all the benefits of creative automation,why hasnt it already become the norm in the industry?According to the Forrester study,only 24%of marketers state that their localization operations are mostly automated.At the same time,83%predict a pos
48、itive or critical positive impact from creative automation on improving and increasing localization efforts.Again,its apparent that brands are skittish about converting their knowledge into action.But those brands that adopt creative automation earlier will be able to outperform their competitors.Fi
49、nancial services company Kasasa,a Celtra client,was able to scale its marketing program due to creative automation.While Kasasa helped clients remain flexible and resourceful,its creative team needed an automation boost to remain ahead of production volume and stay nimble across workflows when tackl
50、ing ad hoc changes.For every marketing campaign,Kasasas creative team had to produce and execute social ads using its bespoke layouts and designs.“It took hours to process any change,especially if there was a change in the companys flight dates,”said the companys digital marketing specialist.Doing s
51、o was time-consuming and introduced potential errors.With Celtras solution,the turnaround speed of creatives to clients was reduced by one day,and eight hours of work were saved per month.For another client,a global sports apparel marketer,Celtra was charged with coordinating creative efforts and en
52、suring brand consistency across local markets,creating synergy across the organization and enabling local teams to deliver customized content at scale.The challenge of the assignment was systematically scaling global creative direction across markets.With Celtras global toolkit,the client was able t
53、o achieve creative scale faster and more efficiently for a holiday campaign,producing 10 times the creative volume as before(from 145 to 1,511 unique creatives),cutting the work required to produce creatives by 71 percent and sending creatives to market 35 percent faster.Integrating automation acros
54、s teamsThe problem of silos,whether among internal or external teams,is an obvious drag on segmented workflow.The more stakeholders who are involved,after all,the harder it is to achieve cross-collaboration and efficiency.Adapting team processes and talents to facilitate cross-function collaboration
55、 is a leading priority for marketing organizations,and another benefit of creative automation.The centralization of the creative process for digital ads ensures that branding and messaging are intact across multiple creative iterations,channels and marketing aims,including localization and personali
56、zation.By centralizing work around the campaign,all stakeholders can work together and build on the same foundation.That means deliverables can be turned around quickly and repackaged,while teams can work more effectively.Agencies can look to automation solutions that offer a range of collaborative
57、features to help centralize work around campaigns.Innovating production workflowsCampaign production as we know it simply doesnt keep up with the demands of the industry and clients.While certain software and workflows have been improved,the work remains segmented.In short,a team must wait for anoth
58、er team to finish one part of the production process before the next can get started,and the cycle repeats.Automation technology enables clients and other stakeholders to operate as a single team.By shifting to cloud-based production,disparate teams come together to work collectively and achieve res
59、ults faster.Using automated solutions,agencies can maximize 8Creative automation:Revolutionizing how ads are madeThe Business of BrandsAd AgeJune 2023Automated text treatment for displaying digital bannersThe headline is the first and perhaps most important impression a campaign can make on a prospe
60、ctive reader.Yet in digital advertising,text handling has been a painstaking process.For example,with manual production,headlines may need to be laid out differently in vertical formats compared with square or landscape.A creator wants to ensure the brand or product name is displayed properly.Certai
61、n words must be on the same line for the headline to make sense.One also must figure out how different alphabets appear in the content.Automation is the answer.Celtras Automated Text Treatment includes a built-in library of standard line break rules that help designers efficiently adapt designs acro
62、ss multiple languages.For example,designers can automatically man-age text rules for“orphans,”“widows”and“always together”across creative assets.The tool is particularly useful for design-ers working across multiple alphabets for international campaigns.It simplifies the process of designing across
63、high volumes of unique digital advertising assets.Designers no longer need to manually adjust the layout or text for discrepancies in content or localization.Meanwhile,marketers can maintain more control over content and ensure that all creative iterations adhere to brand guidelines.Automated text t
64、reatment sim-plifies the quality assurance and approval process because there are fewer exceptions to consider.Automated Text Treatment includes a built-in library of standard line break rules that help designers efficiently adapt designs.Designers can automatically manage text rules for“orphans,”“w
65、idows”and“always together”across creative assets.CELTRALeft-to-right text flowRight-to-left text flowDefault line breakOptimized line break9Creative automation:Revolutionizing how ads are madeThe Business of BrandsAd AgeJune 2023their team capacity and increase efficiency all in one platform.By doin
66、g so,they can:Unlock visibility.Creative,production and media teams have a shared look into both media and creative,providing transparency of the production and process.That means more integrated conversations that lead to increased strategic work.Prepare for cultural transformation.With manual prod
67、uction,brands cant move quickly enough to produce relevant content when something big happens in the world.Creative automation allows for brands to act swiftly,produce content quickly and adapt content in real time so brands can react to cultural moments fast and stay top of mind with their target a
68、udiences.Cross-pollinate learnings.Having all teams connected in one centralized platform means insights can be shared easily among all stakeholders.That leads to more strategic conversations and a higher quality of work.Eliminate the bottleneck.No more waiting hours or even days for feedback and ap
69、provals.Collaborating in one space,in real time,means creative teams can maintain momentum and get out campaigns in record time.AI delivers more streamlined processesWhat would any conversation around the future of the industry be without a nod to artificial intelligence?The advent of AI can bring o
70、n many new opportunities for content creative development.With the right guardrails in place,brands can embrace and leverage AI and automation to amplify productivity at critical stages in creative production processes.AI can lend itself to the creative process in several different ways,most immedia
71、tely by accelerating task automation.A good example is a designer who is tasked with creating 10 iterations of an ad,working with a centralized team serving six regional markets.Clearly,to create 60 versions of an ad would be laborious.But with AI,an image can be easily repurposed automatically acro
72、ss numerous iterations.Meanwhile,AI-enabled text generation,which promises to revolutionize virtually every industry,is becoming an integral part of creative automation as well.Using text generation,and based on specific prompts,a creative can add placeholders into a design.This way,creatives can cr
73、eate more realistic placeholders by proactively designing certain modular templates for different use cases,mindful of guidelines like breaks and spacing.Using creative automation tools,marketers are able to expedite the creative ideation and iteration process,vastly reducing support times when new
74、content ideas are generated and allowing for quick turnaround when it comes to factors like market testing,shifting the scope of a campaign or expanding a brand push into additional markets.As AI dominates conversations around tech-nologys role in business,marketers continue to explore its potential
75、 with enthusiasm,even as there is increasing urgency around the need to establish best practices and guardrails around how AI is implemented.That said,automation and AI are clearly the future,and marketers will continue to pave the way for better,more efficient and more effective ways of creating ca
76、mpaigns.The advent of AI can bring on many new opportunities for content creative development.With the right guardrails in place,AI and automation can amplify productivity at critical stages in creative production processes.Ad Age Studio 30Ad Age Studio 30 helps your brand connect with an influentia
77、l audience actively seeking new partners,solutions and products.Through original custom articles,thought-leadership content,events,research,webcasts,white papers,infographics and more,our end-to-end solutions help your content reach and resonate.S StaffWriter Tony CaseDesign Director Jennifer ChiuSe
78、nior Designer Natalie SkopeljaEditor Christopher HosfordCopy Editor Brian MoranContact us James PalmaSenior VP,Salesand Client Partnerships John DiosoEditor,Studio 30 Deana M.LykosDirector,Activations Cassandra Hom Activations SCeltraCeltra helps businesses transform with creative automation.Our clo
79、ud-based software solutions empower brands,media owners and agencies to leverage creative automation technology to drive the efficiency,speed and quality of their digital advertising production.From scaling digital advertising content to global toolkits,performance creative,and building and activating premium ad suites,businesses can do it all with Celtras creative automation solutions.Our customers include some of the most creative companies in the world,including Adidas,Spotify,NBCU,WarnerMedia,Unilever and GoPro.Visit C for more information.