We are so close, yet so far from the efficient management of large-scale branded content campaigns. Several companies provide the capability to create the media plan, traffic digital assets, extract digital performance data from both on-site and off-site (social media) placements and consolidate reporting on those elements.
But a major, branded content, cross-media campaign for a Tier 1 client encompasses so much. Several improvements are necessary in order to create a single entry point for the creation, management and reporting of all branded content elements and AI could definitely play a role.
This does not have to be a nightmare of coordination between a publishers marketing and and operations groups. Ideally, it is all centralized within the publishers OMS.
These include the following features:
Project planning and coordination, enabled by AI, all within the OMS because there are so many elements that today need to be tracked as separate processes.
When custom creative is required, set the due dates for each step leading to the completion of production-ready creative assets
If talent is involved, include the timeline for choosing and licensing that content.
AI can create the plan, showing the explicit start date and due dates for all elements of the branded campaign across all media and production, online and offline.
Designate who needs to approve each element of the campaign and who needs to be notified.
Real-time optimization triggered by the KPIs for each line item.
A graphic with all the elements is below.
All of this is within the realm of possibility for an AI enabled module within the OMS.
As publishers seek to deliver more value to their major advertising clients, they will need in internal process that is centralized, coordinated and managed from a single OMS module.
DMW MediaBlog 