Readers: We’re not sold on automated buying

It seems inevitable that media buying will move to some form of automation over the next few years.

But just how automated it will become, and whether media buyers and planners are ready for such a change, is another matter.

In fact, a majority of media people have serious reservations about automated buying, according to a recent survey of Media Life buyers and planners prompted by IPGMediabrands’ announcement that it will move half its buying to an automated ad buying system within three years.

Asked for their gut reaction on whether automated buying is good or bad for media people, the majority of respondents, 62 percent, said it’s bad.

“The human component of negotiation is critical to real success. Implementation of highly crafted media plans takes more than just a consideration of the numbers,” wrote one reader.

“My worry is that automated buying makes the process less creative. The client will get less out-of-the box ideas that could be beneficial,” wrote another.

Some like the idea of automating certain tasks but worry that it will impact clients’ satisfaction.

“If it replaces some of the paperwork portion-great. [But] I like the hands-on approach to buying and I believe clients like the fact that someONE (not machine) is monitoring their buys and schedules,” wrote one respondent.

Just 18 percent of respondents said they think automated buying is a good thing, and 20 percent were unsure.

A major concern for media people appears to be the potential for loss jobs with the addition of automated buying.

IPG has insisted that no jobs will be lost with the system, and instead buyers will have an opportunity to move on to more challenging work.

But media people aren’t convinced. Asked if they’re worried about potential job loses, 74 percent of respondents said yes, 19 percent said they weren’t sure, and just 7 percent said no.

“Reducing a core component of media plans to a mathematical formula does not bode well for employment in this industry. Strategy jobs will be not far behind,” wrote one reader.

Indeed, when asked to rank their biggest concern, readers put loss of jobs at the top, at 64 percent. (Readers were invited to check more than one concern.)

Removing the negotiation element was second with 63 percent, while 58 percent chose eliminating the personal touch that is key to buying and planning.

But at the same time buyers and planners acknowledge that automated buying is somewhat inevitable. Asked whether it will take on a major role in the buying process, 42 percent predict it will within the next 10 years and 18 percent said it will happen in the next five years. Just 16 percent did not see it happening within the next decade.

Finally, asked what they would say to agencies setting out to develop their own automated buying systems, readers had lots of advice.

“I would tell them to be worried about attracting top talent as staffing and pay concerns arise. I would also caution them about retaining/acquiring accounts. As a client, I want to know that someone is actually negotiating and strategically purchasing on my behalf,” wrote one reader.

“Don’t forget to allow for training of associates, and create a system for vendors who do not fit into the automated buying box but have offerings that could be an optimal alternative to traditional TV media,” wrote another.

“If you’re not experimenting to save agency dollars you have to be willing to defend and support the rationale for the end product and demonstrate how it benefits the client. I don’t think it can be successfully done,” wrote another.

“To all agencies: Find someone else to develop it. Find a common language,” suggested another.

Tags: automated buying, automated buying systems, ipg, ipg mediabrands, media buyers, media buying, media life surveys, media planners, media planning, surveys