Automated TV buying white paper

A white paper, ‘The 3 essentials to profit from automated TV buying’, written for Vidispine looking at the advantages that automated media buying brings to organisations.

White papers are often tricky beasts. They take a lot of knowledge and they take a lot of work. The use of language is not so exact as it is in a brochure, perhaps, but still has to be precise and measured when often dealing with fairly esoteric subjects.

A good brief and decent research materials therefore helps enormously, and luckily this one had both. Also, having generated various bits of web copy and other collateral for the client over the previous months, I was already fairly up to speed. All that was needed after that was a fairly intense acceleration through the gears.

Here’s an excerpt:

The keywords for success in many industries these days are fast, smart, and agile. For advertising we can also add ‘automated’ as we contend that Automated Media Buying is an important innovator in advertising workflows that provides many of the attributes that businesses require for success in the teeth of a global downturn. It ensures that:

• Processes become faster and simpler

• Workflows are stripped of needless complexity

• Resources are optimized

• Creativity is maximized

By ensuring these positive impacts on business systems, automated media buying enables companies to react faster and increase agility, while also saving significant costs and dramatically increasing competitiveness.

In the following section we shall examine the three essentials that support automated media buying and how they coalesce into a technology that delivers a genuinely new and advantageous way of working.

To read the full thing (or get to the landing page for it anyways) head here: Take your profitability to the next level.