How Ad Tech Fuels Innovation

The term Adtech means how all sorts of amazing things can be done with the help of storytelling, but intelligence comes from the human touch.

Is Adtech threatening the future of Ad agencies?

Often, ad agencies get compressed as tech. enterprises develop their creative teams and management consultancies spot an expertise gap.

 â€œAfter we witnessed the difficulties in the world of marketing and advertising, it’s the agencies that need to be trusted advisors. But because of exasperation, tech. companies are starting to bring in the arts. And management agencies see [technology] as not being targeted by advertising agencies as a missing link. ”

The possibilities are endless when Adtech meets creativity.

Discovering new ways to integrate Adtech and creative development campaigns that engage and change behavior has become a priority for Advertising agencies.

Having tech as an additional creatives tool in their toolbox has given a turbo boost to agencies embracing it.

Human touch is still a vital element for ads to engage consumers

Machine learning depends on the data it receives and the algorithms it uses, leaving "lower risks in decision-making".

“Ultimately, data is about evidence-based decision-making. Adtech means all sorts of amazing things can be conveyed through storytelling, but the intelligence comes from the human touch.”

With “platform-skeptic” consumers, who are always looking for the most “convenient way to experience what they want, when they want and where they want”, keeping up with the latest Adtech is essential to the future of marketers’ business.

Is voice search the next frontier for advertisers?

Voice is still considered as an “extremely immature channel”, but represents a â€œfundamental shift in consumer behavior”.

“To understand how attention will drastically shift towards the voice, brands and advertising agencies need to start early and move at a quick pace, and how to make their brand not only appear in results but also be on top of customers mind so that they ask for it by the name”.

Alexa's "skills" already include the ability to order pizza from Domino's, with a skill developed by agency We Are Social, and the brand challenge is to ensure that voice doesn't leave them behind.

In my opinion, Advertising agencies are under immense pressure to evolve to keep up with the exponential rise of Adtech and marketing technologies. For advertising agencies, it is foremost to have an always-on learning mentality.

At last, it is this combination of data, tech, and creativity that will garner the most effective campaigns and help agencies to adapt in such a dynamic environment.