The advertising industry is, in many ways, broken. A lack of creativity mixed with murky metrics and oversaturation leave much to be desired, both from the consumer and advertiser standpoints. Many hope that AI and other emergent technologies will help overcome the many challenges that face advertising today.
These industry insiders pinpointed the potential benefits that AI could deliver to the advertising space. Here's what they said:
1. Matthew Fanelli, Senior Vice President of Digital at MNI Targeted Media
“It may sound counterintuitive, but AI is a great way for brands to keep things personal. AI enables marketers to understand consumer behavior in order to help determine the best message for its time and place. A great example of this is how Pandora uses AI algorithms to generate personal playlists. Brands that do it best take time to analyze the information they gather to give it the human touch and to give consumers what they want fast. Delivering information rapidly is key because customers are more likely to abandon a purchase if they can’t find a quick answer.”
2. P.K. Kannan, Dean’s Chair in Marketing Science in the Robert H. Smith School of Business at the University of Maryland
“Advertising can be made more personalized in terms of content, in terms of the specific site/website/device where the customer is to be targeted, in terms of the frequency with which they are targeted, while making these decisions and implementing them in real-time as data comes in. Without AI, none of these would be possible.”
3. R.J. Talyor, founder and CEO of Pattern89
“AI brings advertisers insights that humans have never been able to uncover before. It analyzes billions of data points every day, so it can discover statistically significant trends on how consumers behave and what strategies will be most effective.
In the past, an advertiser would never be able to read through all this data within their lifetime. With the wealth of data online retail, social media and digital footprints offer, AI is the first technology to truly have the ability to understand it all.”
4. Peter Bordes, CEO of Kubient
“Today, advertisers sift through high quantities of data that is generated in the billions to trillions range, and humans simply cannot keep up with that amount of data in order to make meaningful changes. What we’ve seen is the only methodology that can draw any inference from such large datasets is through the implementation of AI.
With the rise in the complexity and scale of the systems, AI is adept at predicting situations not foreseen by humans.”
5. Mahi de Silva, co-founder and CEO of Amplify.ai
“It turns out that after many decades of being bombarded by one-way advertising, people are keen to be heard, to finally directly engage with the brands they are interested in, whether that is a brand they already love or a new brand relationship they are considering. Conversational AI allows for deeper connection, faster, via the form of digital communication people prefer: messaging.”
6. Laura Mingail, SXSW Advisory Board Member in Advertising & Brand Experience
“AI-based tools have the ability to offer marketers more comprehensive insights and impactful marketing solutions than ever before. These insights will help to significantly reduce the risk of developing products that are not strongly appealing to target consumer groups. They will help to significantly increase the ROI of marketing-related spending – from ad creative to media buys.”
7. Humphrey Ho, Managing Director, North America, Hylink Digital Solutions
“Lowers the time cost of planning, the bias that is given in audience and target profiling, and increases the privacy of user data so more data streams can be handled and matched.”
8. Brandon Gains, Vice President of Marketing at MonetizeMore
“Automation makes the market more efficient. The programmatic ecosystem is incredibly complex for a publisher to navigate selling their inventory to an advertiser. We’re seeing AI monetization solutions help publishers take more control of their auctions and cut out the middle-men.”
9. Michael Harrison, Managing Partner at Winterberry Group
“With nearly all markers implementing personalization in the near future, AI provides the ability to deliver those personalized customer experiences. AI does not only power the intelligence and marketing automation to offer personalized experiences but enables the creation and curation of content. AI allows marketers to identify and optimize content in nearly real-time. AI lowers the cost of implementing personalization allowing more marketers to deliver relevant and personalized experiences.”
10. Ciprian Borodescu, CEO at MorphL.io
“AI offers a more granular analysis than rules-based systems for optimizing segmentation, channel selection, and messaging.
For example, retailers can leverage AI/ML to optimize their remarketing budgets by retargeting those users that are more likely to buy, instead of wasting their ad impressions on just about everybody that landed on a specific product page.”
11. Kevin Groome, founder of CampaignDrive
“AI applications will help marketers to sort through an ever-expanding universe of alternatives for targeting and customizing messaging, and begin to home in on the techniques and messaging that produce the best results. The tools that AI solutions will use to achieve this end include machine learning (ML), deep learning, AI-enhanced analytics, and natural language processing. All of these techniques have begun to assert themselves in the strategic, creative, and media aspects of the advertising process, largely for the better.”
12. Steven Rothberg, founder of Job Search Site College Recruiter
“Relevancy. AI allows large publishers like Google, Facebook, and Amazon and relatively small publishers like College Recruiter to process massive amounts of messy data, find hidden commonalities between users, and then deliver more relevant ads to future users based on the behaviors of past users.”
13. Luke Taylor, Founder & COO of TrafficGuard
“The # 1 benefit is AI’s ability to, directly and indirectly, create a better advertising experience. There are all the obvious applications of data and AI to get better and faster decisions and greater personalization for an increasingly relevant and valuable advertising experience for both advertisers and internet users. But indirectly, the use of AI frees up resources to pursue higher-value activities. Manual, time-consuming tasks can be unburdened from human resources allowing them to look for new opportunities and advertising strategies to drive performance.”
14. Tod Loofbourrow, Chairman and CEO of ViralGains
“The promise of AI in advertising is that it makes advertising actually work in a predictable way with provable ROI. In ten years, nobody will be buying impressions, only measurable results. Those results could be top of funnel outcomes like brand love or propensity to buy, or lower funnel results like consideration set or purchase. But in the vast majority of cases, AI will transform the landscape, from buying ad slots cheaply to buying results with healthy ROI and less waste.”
15. Herve Utheza, Head of Media, Advertising & Network Operators at HERE Technologies
“It is in this creative “culture shock” that the benefit probably lies, in fact. Discovering new business insights will bring innovation to campaign and planning strategies, as well as advance creative development.
We hear of “out of home” advertisers discovering that, for instance, targeting golf players during the morning commute hours, on the basis of their location movements and in front of specific billboards, is a valuable insight which produces results.
AI will help the industry discover self-evident truths about the consumer, and bring “weak signals” to the surface, which in the past were lost in the noise of broadcast or “broad-narrow-cast” campaigns.”
16. Sean Byrnes, CEO of Outlier
“The potential level of automation and optimization we can achieve, beyond ad targeting, will enable entirely new advertising and marketing models. Even now, many strategies are created based on past audience research or “best guess” instincts about how customers might react to any particular advertising or marketing activity. With AI, brands can detect emerging shifts in consumer preference as it happens, and drive effective strategies based on the real response, not just intuition. For advertising and marketing teams, this means more effective campaigns leading to better results.”
17. Stephen Swift, Creative Technologist at Allen & Gerritsen
“Like many of the computer's best tricks, AI, behind the smoke and mirrors, consists largely of “machines doing many small and logical things very quickly.” AI's twist on this formula is that humans see themselves reflected little more in the output.
In 2019, this AI “humanness” is still largely a parlor trick; AI achieves these results via rapidly-applied statistics rather than by having any real understanding of us. AI “humanness” is not AI “humanity”. So, no — massive ad-world job loss to AI bots is not imminent.
But the humanness of AI output can inspire us; can spark pathways of thought we might not have discovered on our own. AI can walk a tagline through hundreds of thousands of permutations and let you sift through specific subsets. AI can turn a crayon sketch into chiaroscuro, or generate a paintbrush from an image folder of paint spatter patterns.
In other words: Want to sell a great concept? Have a great idea. And if you want one of those – let AI generate a few hundred for you to start from.”
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