Definition: Creative automation
What is creative automation?
In short, creative automation is all about leveraging technology to more efficiently scale content production with the goal of delivering assets quickly and in high-volume. It cuts down on administrative tasks associated with content creation so that creative professionals have more time to focus on higher-value work that is actually creative.
Rather than replacing the work of creative professionals, creative automation tools aim to support them by taking care of the more repetitive, low-skilled aspects of creative production—such as creating variations of digital ads for localization or different channels.
How are creative automation tools typically used?
With personalized, micro-targeted digital content in higher demand than ever among marketers, creative automation tools are lending a much-needed helping hand to creatives having to contend with the high-pressure demands of modern content marketing.
As an example, let’s say you’re planning the launch of a digital advertising campaign across multiple different markets and channels. All campaign assets need consistent branding and a unified campaign theme, but they require minor variations to align with regional markets and different channel specifications. That means producing a lot of content that only has small differences i.e. differing size, format, and text language.
Without creative automation, designers would need to manually hand-craft each asset to ensure quality and brand consistency. With creative automation tools, the creation of these asset variations can be automated to save time and resources. Close the creative output gap with creative automation.
For instance, Bynder’s creative automation tooling—Digital Brand Templates and Studio—allow designers/videographers to create an editable, reusable “master” image or video template with their respective design tools, defining what can and cannot be customized. Then, these premade creative templates can be leveraged to make edits while maintaining consistent branding—without having to start from scratch each time. Put simply: one iteration; limitless variations.
What are the main benefits of creative automation tools?
Shorter production cycles; Faster time-to-market: Addressing a growing operational issue of under-pressure creative professionals and content-hungry marketers, creative automation enables teams to scale their content quickly, ensuring high-volume, high-quality creative production.
Scale content production without extra creative resources: By requiring less involvement from creative professionals at each stage of the content lifecycle, teams can scale their content efforts while keeping resources constant.
Maintain brand consistency: Creative professionals have much more control over how content is created within teams. By controlling what brand elements can and can’t be edited, marketers are empowered to create content themselves, while designers have peace of mind that published assets are always on-brand.
Struggling to maintain brand consistency within your team? See how Bynder’s Brand Guidelines can help.
Faster localization: With localizing content for regional markets becoming increasingly important, creative automation makes it much easier to quickly create asset variations in different languages by not having to create from scratch each time.
More freedom for A/B testing: By making it much easier to create content that have minor variations regarding the CTA, copy, or design elements, teams can more easily produce the assets they need to optimize and experiment with their digital ads.
Learn more about creative automation by checking out our blog post: How creative automation tools can help teams elevate marketing personalization
The Forrester Wave™ Digital Asset Management for Customer Experience, Q1 2022
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