Starcom, which is owned by Publicis, has announced the design and delivery of an industry-first automated media booking bot.
ABACUS (Automated Bot for Amendments to Campaigns and Uploads), which was developed in-house, employs a bespoke technological platform to analyze and verify critical campaign data overnight, ensuring that planned media plans are accurate and efficient.
The UK CEO of Starcom, Nadine Young ( above picture) explained how automation is a major component of their new intelligence-driven approach, designed to utilize the best of human capacity and revolutionary technology such as this.
She commented –
ABACUS allows us to liberate our teams from the more repetitive administrative tasks and unleash further opportunity to focus on more strategic and creative growth opportunities for our clients
Young also added –
This is the future, and a brilliant example of automation being used to enhance, rather than dampen, creativity
Authenticating media plan data, publishing to campaign booking platforms, trafficking to ad servers, and sending campaign information to media owners are all part of the media booking bot’s operation.
During testing, it was gathered that the bot increased booking speed and accuracy by up to 50%.
Starcom’s buying teams will be able to focus on higher-value activities, such as generating innovative creative executions with media partners, owing to the bot’s contribution in saving them a great deal of time.
Starcom is the first Publicis Media firm to test this as part of a pilot programme.