Louise Story’s August 6th article in The New York Times, “It’s an Ad, Ad, Ad, Ad World, started The Marketing Consigliere’s week off with a bang.
Publicis Groupe, a leading multinational agency, will be farming out the creation of “thousands of versions of ads.” Not through an electronic sweatshop, but still an outsourced set of firms that will produce a rather high throughput of variation upon variation of ads that will probably even eventually be automated.
With proprietary algorithms, legacy consumer data, and probably a dose of multivariate testing, there will be an intelligence capability to serve ads optimized for a particular individual. Not just to a web page, but to a mobile device and someday a HDTV.
The beauty of this capability is that the ads can be customized to change messaging over time, depending on how far down the pipeline a customer may be calculated to be.
Later in the day, he was pleasantly surprised to see Publicis Groupe mentioned again – An announcement was made regarding the teaming of the Publicis Groupe and AdGooroo. AdGooroo will render Publicis Groupe with better search and user trending capabilities.
The Marketing Consigliere is enthused to hear an agency taking the lead in going beyond EMM or MRM and creating a C4ISR Marketing culture. Many agencies are acting like a deer in headlights and won’t know what hit them.