AI Makes A Splash In Advertising – Forbes

AI-enabled advertising

In this incredibly fast paced and noisy world, its getting increasingly more difficult to get and hold peoples attention. Were on 24 hour news overload, social media platforms trying to keep us on their platforms, and the barrage of email and messages that seem never ending. With all this noise, Its a relative wonder that companies can get their messages across and effectively communicate their offerings to prospective customers.

Leaping into the foray are AI solutions that are aiming to help identify potential customers, hyperpersonalize and tailor messages to their specific needs, improve ad placement, and identify the most effective means to communicate the message. In fact, AI is particularly good at all those things: identifying potential customers through clustering and pattern matching, tailoring messages through AI-enabled hyperpersonalization, and finding the best times and means to communicate through pattern identification.

Optimizing Ad Spend with AI

Artificial intelligence is being used to help determine how much advertisers should spend on their various campaigns. By keeping constant watch over different channels and examining how various campaigns are performing, AI systems are able to figure out the optimal cost, timing, and means for advertising promotion. The AI-enabled systems are able to account for a wide variety of factors that humans are not able to effectively keep track of. As a result, these AI-enabled systems are able to come up with complicated, highly optimized ad spend plans that can factor both the spending and target of your audience. The systems can identify the right channel, message, and even adjust ad spend plans.

These AI systems are also able to track performance not only of an advertisers campaigns but also those of the advertisers competitors. By keeping AI-enabled situational awareness, as markets shift quickly and patterns and behaviors change, the AI-based systems can adjust quickly, shifting ad spent dollars to alternate channels and changing advertising messages. In these days when the markets can change in a split second, having such responsive ad systems can be a major competitive advantage. Internet and advertising platforms have tons of data that can be used to optimize advertisements. As humans, we are unable to utilize the plethora of information we have access to, but AI systems are able to take full advantage of this information.

Knowing where to effectively place advertisements can be difficult. AI is helping with that too. Various AI-enabled systems can scan through content on the internet to determine what ads are best suited for particular audiences or channels. It can also determine the relevancy of ads for videos. Through the use of image recognition, these systems help place ads that are correlated with images that can be found on the page of an article or website.

Artificial Intelligence For Ad Creation

Increasingly, AI is being used to create ad copy as well. Many social media and online advertising platforms are starting to roll out tools that help advertisers create a more optimal message. Most notably Facebook and Instagram have AI-enabled tools that not only help you to create your ads but also to create variations for them. This can save businesses a lot of time on creating advertisements or can help guide content that will have a better response rate.

In addition to the major online ad platforms, numerous startups and emerging companies are focusing their efforts on tools to assist advertising creators to create more optimal, well-targeted ads. Some solutions are focused on optimizing ad content, while others are focused on optimizing ad spend and channel targeting. Some are even working on completely automated advertising systems that can identify audiences, target markets, create content, bid on ads, and place them in an autonomous manner. That approach is definitely not for the faint of heart, but might be a glimpse into the future of AI-enabled advertising.

AI is helping with optimization on the backend as well. Companies that offer advertisements such as the major social media platforms, use artificial intelligence to monitor ad spending, sales, tracking, and customer behavior. These companies are also using AI to increasingly monitor the ads that are being placed on their network. Social media firms are being challenged by political campaigns, foreign bots, and other advertising that challenges ethical and responsibility limits so effective, continual monitoring is becoming more important than ever.

Ordinarily, it would be up to humans to moderate that content and advertising, but the sheer quantity and speed of advertising makes human moderation not feasible. AI systems are now being employed to automatically moderate and monitor advertising content. Artificial intelligence has been helping to greatly reduce the number of fraudulent ads or ads that violate various platform or community rules. 2018 saw a doubling in the number of false ads compared to the year before making monitoring tools even more important. The use of AI-enabled ad moderation and monitoring will no doubt be a major news maker in the upcoming 2020 elections and beyond.

Despite the fact that we might not see it, artificial intelligence is changing the world of advertising. It is helping change how companies deliver ads, improve ad relevance, and monitor ad quality. While not everyone might appreciate advertisements appearing in their content, the truth is that the right ad placed at the right time in the right channel focused on the right audience with the right message with the right offer is always appreciated. With more relevant and effective ads, not only will advertisers get better results for their ad spend, but customers should get less frustrated with advertising.

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AI Makes A Splash In Advertising - Forbes