The power of Creative Automation in media campaigns

In the age of digital marketing, consumers demand experiences that are increasingly personalized and relevant to them. On the other hand, offering this customization on a large scale without raising production costs has become one of the biggest challenges of advertising. 

Today, each segment of the public demands personalized messages, requiring the production of a huge amount of materials for different channels and formats. This is because now the campaigns need to be shaped to very specific audiences, taking into account their behaviors, interests and demographics. To further complicate, we have the use of A/B tests that are crucial to work with hypotheses and creative variations, increasing the effectiveness of campaigns.

Obviously, this level of detail is a leap from what was done previously, but also exponentially increases the complexity of the process. Without the right tools, this whole new process tends to become financially unfeasible, as well as an impractical burden on creative teams.

Based on the information highlighted in the document “Creative Automation: The exponential future of marketing has arrived”, Oliver Latin America, 74% of professionals working in the creative area comment that most of their time was spent on repetitive tasks. From this, automation comes into play. Tools driven by the recent advancement of AI already generate variations of ads almost instantly. Through a few commands, the tool adjusts elements such as colors, layouts, texts and images based on behavioral data that are presented to it. We are not only talking about a time saving, but mainly of operating costs. What before was done by a team now or by a team is now a week. 

Scalability is also a strong point of automation. With AI, brands can adapt their creatives to different platforms and formats dynamically, meeting the specific needs of each audience.This includes from adapting campaigns for various channels to the automatic translation of content, essential for companies with international operations.This is not to mention the organizational impact, since creative teams no longer worry about repetitive tasks, and can focus on more strategic activities to the business.

When we return to A/B testing, creative automation becomes even more precious. Instead of manually testing variations, generative intelligence optimizes elements with greater potential for success based on historical and behavioral data.The result of this is testing on a truly large scale and creative adjustments in real time as the results appear.We are talking then of a more efficient process, at the same time simple, fast and cheap. 

The final bill is simple: more personalized ads tend to generate greater engagement, which translates into better conversion rates and, consequently, a much higher ROI. Brands that are enjoying creative automation today do more with less, delivering higher impact campaigns at a lower cost and time.The advertising age has changed: those who do not automate their campaigns more efficiently and intelligently are leaving money and opportunities on the table.