Brian Krick, EVP of global media planning at WPP GroupM’s Essence. said most of their clients are still learning about AI through pilot programs or research.
In media buying, AI is a forecasting process that analyzes massive amounts of consumer data and campaign content to measure campaign performance, allowing marketers to redirect budget toward ad placements that are performing the best. AI also helps marketers diminish their cost-per-acquisition while generating higher-quality leads by working to find the right match of images, videos, headlines and calls-to-action in campaign materials that get viewers to convert.
Digiday research has found that marketers don’t understand AI well, with roughly half of the 37 marketers surveyed ranking their company’s understanding of AI as a C on a grade scale from A to F.
Jesse Brewer, Head of demand sales and operations at technology vendor BounceX, said that overall, marketers continue to consider AI as more of an innovation tactic than a core part of their media-buying practices, with the main use so far being improved targeting for programmatic ads.
There are definitely hurdles for AI adoption. Kevin VanValkenburgh, Chief Connections Officer at The Tombras Group, said ad buyers don’t want to be replaced. “Fear from the people who are actually doing the job is very real because their immediate notion is that, boy, there’s a machine that does this, what am I going to do?” It’s a fear that is understandable, he said, but not altogether true. “It’s not like you just throw this stuff up into the AI platform and it starts running and it manages itself. You have to give it human guidance, especially from a strategic perspective.”
But the biggest hurdle comes down to the accuracy of consumer data to begin with. For many marketers, their data is not in fair-enough shape to be fed to AI anyway.
Source: Liffreing, I. (2019, January 24). ‘Still in its infancy’: Despite advancements, AI adoption for media buying remains low. Digiday.