In yesterday’s Wall Street Journal, the company avVenta was hailed as “reaping the rewards” of advertising agencies shipping work to overseas contractors to meet the demands of large scale production for online ads. As the article notes, “campaigns are labor-intensive to produce.” Why do agencies continue to rely on manual labor when technology can produce the same results for a fraction of the cost of even the cheapest outsourced labor?
With agencies executing campaigns that have display ads, websites, emails, search ads, videos and game with thousands of variations on each, who would rely on manual labor to create hundreds of thousands of versions when computers can create these in hours?
Imagine no longer having to send work halfway around the world and wait for it to be created and shipped back when an agency can keep all their production in house and execute it in hours.
No one would consider handwriting thousands of copies of documents when they can be created on a computer and sent to a high-capacity printer and created in minutes. Why would anyone consider creating hundreds of thousands of versions of any advertising materials by hand when a computer can do it in less time and for less money than even the cheapest manual labor?
LiveTechnology Blog 