Advances in artificial intelligence and these evolving media channels could allow marketers to better connect product, customer experience, and advertising experience, said Kate Scott-Dawkins. Global Director, Business Intelligence, GroupM, at Storyboard18 talked about how AI can shape advertising to shape the future of targeted customers.
According to GroupM Next10-AI’s report on technologies and behaviors that will shape advertising over the next decade, AI-enabled advertising will account for 90 percent of all advertising in a year. 2032. Can you define this AI -free ad? What is the amount of advertising available for AI today and what is the room for growth?
We spent a lot of time talking to various experts across the GroupM & WPP network about how we used the term artificial intelligence and its application to different categories and took a high-quality and comprehensive definition that included technology. and many tools. which is under the umbrella of AI, while others include machine learning that is found on platforms such as Google, Meta and Amazon, helping to align search intent with advertising and search results. It helps to improve and target the campaign and includes things like natural language processing and what we found is that all of these technologies are used a lot in advertising today, so we estimate that 45 percent ‘advertising revenue of more than $ 370 billion is AI informed or AI enabled and that will rise to about $ 1.3 trillion or more than 90 percent of all advertising by 2032.
So if 90 percent of all advertising will be AI-enabled, how will advances in AI and social media help evolve the market through different product categories and platforms? such as cars, CPG (consumer product packaging), etc?
What we will see is more and more retailers linking the use of AI across products, across the customer experience, to the advertising experience. At CPG, brands are already experimenting with specific foods or more specific beauty products, other categories such as retail, things like computer vision will have a big impact on changing the way we look ’ the consumer of the product, how to advertise the product and the source of the product. market competition. The future may be looking for products through images rather than text and I think that’s an area where many brands are still not very mature now and AI will change the way they advertise their products.
There are growing calls for privacy and data protection, and now with the elimination of cookies from third parties, what are the challenges that vendors may face and how can AI solutions can help marketers in targeting the right audience?
It is a source of constant tension in the industry. On the one hand, we believe that it offers personal and relevant advertising to people and on the other hand, guiding the journey for most of the world is towards the confidentiality of data. -more documents before providing information to publishers or advertisers. So it’s really about defining how these two things can coexist, one of which creates the importance of not using specific data as contextual targets that AI can be used to adapt. the content of a page in the creation of a customized ad. We also use a lot of things like data cleaning rooms in platforms like Google or Meta where they aggregate and anonymously and then AI into that system but not one can figure out how to reach an anonymous audience in that field.
Also, with the purchase of programmatic advertising one of the major issues is ad placement and brand protection. One of the things to avoid is buying from PMP (private market) or TMP. However, it is still not where most of the deals are, due to the success of the open market as a quick target audience. Does this create a dangerous environment for brand protection?
Each brand has its own purpose and risk tolerance, so one size is certainly not suitable for all. What we want to see is a mix of price and affordability. We want a world where ads can appear against the news content on the market even if that content doesn’t have to be sunshine and roses. But, consumers have not found any real evidence that they have seen a lasting negative impact by viewing ads against this type of content. So there are areas where AI can be very useful where advertising is very cumbersome or inappropriate, especially when the processing and understanding of language is improved in terms of moving away from places like news or social media.
How do you see Web 3.0 affecting the purchase of adware? Blockchain has been a solution to ad fraud for a number of years. Web 3.0 builds a blockchain solution and therefore has decentralized data, which will empower customers. What is the role of AI in this market transformation?
A few years ago, some people said that blockchain would be a solution to ad fraud but have yet to fully respond to it. So, as GroupM, one of the largest media buyers and with our ability to help shape the future of advertising to work better for people, Advertisers and publishers, we want AI to increase human intelligence rather than just automate things and replace humans.
Originally published: IST