It’s no secret consumers are spending more and more time interacting with screens. With that comes increased opportunities for marketers to reach consumers via video and audio advertising campaigns. However, doing so has become a new challenge for those in the nascent phases of learning how to manage multi-channel creative activation across all devices.
Quick-service brands aiming to reach diners across national, regional, and local levels with video and audio advertising understand the complex weekly challenges of managing the creative activation process. Ensuring that the most relevant message is reaching a target audience in each respective market is paramount. Each franchise location has unique needs when it comes to reaching consumers, meaning to achieve the highest possible ROI from video and audio campaigns, it's imperative the correct creative is running as scheduled and the advertiser has complete transparency into their creative placements. The Ad Management Platform was built to solve for this.
“The Ad Management Platform organizes teams and processes around purchased media and creative assets,” said Douglas Madden, senior manager of product sales for the Advertising Suite at Comcast Technology Solutions. “By taking this approach, we are able to automate time-consuming processes, including traffic and asset delivery, because the data is all in the same platform. There is no longer a need to share spreadsheets or rekey information. When you add to that the impact it has had on reporting, accuracy, visibility, and speed to market, the results are significant.”
Comcast Technology Solutions is now making this platform available to companies like quick-service brands. The idea is that, thanks to a centralized solution, restaurant brands can now have full visibility into their creative placements against all video and audio media schedules in real time. Ultimately, the Ad Management Platform can be leveraged to reduce complexities, costs, and confusion, especially as advertising becomes even more personalized, targeted, and fragmented.
“There are a lot of handoffs from the time an ad gets from the creative agency to the consumer, and that’s on both the buy and the sell side,” says Richard Nunn, vice president and general manager of the Advertising Suite at Comcast Technology Solutions. “With the emergence of new streaming channels across different devices, we’re going to see a huge increase in ad volume over the next 3 to 4 years. And, if you add on addressability on top of that, and personalization of ads, you may have up to 1,000 versions or more of one core ad that turns into many. You have to deal with that through technology and automation. It’s critical that you can bring together all of these channels and assets.”
All of this is part of the data and analytics revolution that has surged into the consciousness of brand leaders in the quick-service space. It’s about modernizing what used to be done on spreadsheets, Madden says, and minimizing the chances of human error that lead to ads not running, not running correctly, or critical insights about performance being missed.
“The Ad Management Platform is the evolution of creative management. We’re focused on building solutions for our advertiser and agency partners that go beyond delivering an asset to a destination”. Madden says. “Our world is changing rapidly, and our objective is to ensure our partners have the best tools to connect their messages with their customers, while optimizing their investments in creative, production and media.”
For more information, visit the Comcast Technology Solutions, Advertising Suite website.
By Charlie Pogacar