Leveraging AI to enhance and optimise processes will see the advertising industry enter a new era of innovation and effectiveness, says Adludio’s Ian Liddicoat
The world of advertising has come a long way. From the early days of print media to the rise of radio and television and the subsequent digital revolution, the advertising landscape has changed dramatically with the help of modern technology.
Yet, amidst this constant change, one challenge has remained ever-present: creating advertisements that truly resonate with their intended audience.
Whether we like it or not, AI is the next frontier in the evolution of the field. This has sparked widespread discussion with some seeing it as a solution for all of advertising’s inefficiencies, while others remain skeptical of its potential. The reality likely lies somewhere in between; AI possesses immense potential to streamline processes, optimise campaigns and provide data-driven insights yet the path to effectively integrating it into existing workflows remains unclear.
By leveraging AI to enhance decision-making and optimise processes, while preserving the irreplaceable spark of human ingenuity, the advertising community stands poised to enter a new era of innovation and effectiveness.
To effectively harness the power of AI, brands must develop a strategic roadmap that takes into account the uniqueness of the business.
Gone are the days of broad-strokes advertising; today’s AI-powered solution offers a level of granularity that was once unimaginable.
Machine learning algorithms now sift through vast amounts of data from various sources to create customer profiles which can then be used to create highly targeted audience segments based on shared characteristics, preferences and behaviors. This specificity extends to geographical targeting as well.
For example, instead of simply placing a finance product advertisement in London’s Square Mile in the hopes of targeting those working in the financial sectors, digital mobile ads can achieve a great degree of geographical precision. These ads can use smartphones within 500m of a tube station as people move through the area, achieving greater confidence that an advert is finding its intended viewer at the right place and time.
Ads can go deeper still, targeting specific profiles within that area, for example targeting junior professionals who, based on their online behavior and interests, are likely to be receptive to the advertisement. This precise targeting allows the brand to deliver tailored digital ads on financial news sites during peak commute times, through demographic and geo-targeted programmatic advertising on popular mobile apps, and via personalized social media campaigns.
While DCO and A/B testing have been industry standards for some time, AI-powered creative optimisation takes these concepts to a new level.
Unlike DCO, which typically relies on pre-defined rules and limited variations, AI-driven optimization can analyze countless creative elements simultaneously, making nuanced decisions based on complex patterns and interactions. For example, while DCO might swap out images or headlines based on broad user segments, AI can dynamically adjust color schemes, layouts, copy length, and even tone of voice based on individual user behavior and real-time context.
AI optimization also operates on a much faster timescale than traditional A/B testing. Instead of waiting days or weeks to gather statistically significant results, AI systems can make split-second decisions, adapting creatives on the fly based on immediate user responses. This allows for rapid learning and iteration, enabling brands to stay ahead of changing user preferences and market trends.
AI driven systems can automate the process of ad optimization in real-time, enabling brands to respond quickly to changes in customer behavior and market conditions.
By continuously monitoring live customer interactions and making instant adjustments, these systems provide a level of agility and responsiveness crucial to the fast-paced world of digital advertising. This real-time optimization ensures that brands are always targeting the right audiences with the right message at the right time, maximizing the impact of their advertising spend without having to go through a tedious A/B testing cycle.
AI tools offer brands a wealth of strategic insights by analyzing vast amounts of data from multiple sources, including a brand’s own previous campaigns and those of its competitors. These tools can uncover patterns, trends, and opportunities that may not be immediately apparent to human analysts, enabling brands to make data-driven decisions and stay ahead of the competition.
In addition to analyzing campaign data, AI can also provide insights into broader market trends and consumer behaviors. By processing large volumes of data from social media, search engines, and other online sources, AI algorithms can identify emerging trends, shifts in consumer preferences, and new opportunities for brands to engage with their target audiences. These insights can inform a brand's overall marketing strategy, helping them to develop more relevant and timely campaigns that resonate.
The advertising industry is powered by human creativity. After all, we cannot expect machines trained on lines of numbers to create content that truly resonates. However, AI can still play a valuable role in the content creation process.
Unlike traditional methods that might rely on limited data sets or individual campaign results, AI can aggregate insights from millions of interactions across countless brands and campaigns. This means that when an AI assists in content creation, it’s tapping into a collective intelligence that spans industries and audiences, allowing them to craft messages that are both data-informed and creatively inspired.
Moreover, AI can rapidly adapt to changing trends and consumer preferences at a scale impossible for human teams alone. It can identify emerging patterns in user engagement across industries, helping brands stay ahead of the curve rather than merely keeping pace.
This symbiosis of human creativity and AI-driven insights is setting new standards in advertising effectiveness and engagement.
The era of true creative intelligence has arrived and it promises to revolutionize the way brands connect with their audiences and drive meaningful results. As the industry moves forward, brands have to stay ahead of the curve, investing in the right tools and strategies to harness the full potential of their ads to drive real business outcomes.
Ian has spearheaded the development of Artificial Intelligence (AI) in advertising since its infancy pre the Millennium. He has developed his career over 25 years to include analytics, AI, marketing, media, technology and consulting. He has also ensured he has the academic knowledge to supplement years of practical experience. Having worked across all industries and in all regions of the world he is an accomplished leader and a proven builder of businesses. His first adtech endeavour, Monday International Consultancy, offered marketers advanced SaaS analytics and was acquired by WPP Group in 2000. Ian was later responsible for data science delivery at Publicis, single-handedly establishing its global AI practice. Ian’s current work developing Adludio’s proprietary algorithms and the optimisation of its world-leading analytics has helped pave the way to a SaaS offering in addition to the traditional Managed Service proposition.
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