Advertising, Creative

The Rise of Automation & The Six Second Ad

Written by Tim Edmundson

Oct 25, 2017

The rise of automation and the six second ad means marketers need to approach their advertising plans differently. We took to the streets of New York to ask marketing professionals their take on these trends. Check out our video above to see what they had to say.

Why Things Are Changing

With automation growing into a more and more important part of digital advertising, the media buyer will soon be a thing of the past. Computers can buy media and manage campaign performance far more efficiently than a team of humans. That’s not to say people don’t have their place in advertising — computers can’t outshine a person when it comes to identifying the right partnerships and creative strategies that brands need to find success. Things work best when people and computers combine to play to their strengths.

The same can be said for video advertising. The ever-decreasing attention span of the average consumer means ads need to be digestible and tell a story in a short amount of time — even as low as six seconds. Marketers can no longer treat digital video advertising like television spots, where consumers are conditioned to see 30 second commercials as the norm. Digital means quick — brands need to play to digital’s strength and learn to get their message across quickly, efficiently, and effectively. They must figure out how to tell their brand’s story in less time than it took you to read this sentence.

Are You Ready?

With these coming changes, you need the right advertising partner to help you stay ahead of the curve. The SteelHouse Advertising Suite embraces automation and the demands of building effective creative, and lets marketers focus on what they do best — marketing. Creative lead times are slashed thanks to its built-in Ad Builder, and you don’t have to worry about buying media, managing a budget, or entering a bid — the Advertising Suite does it all for you. Don’t go into the self-serve advertising world unprepared, equip yourself with the right tools.

To find out how it does it, schedule a demo here.
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