fbpx

Machine learning

What Do we Know About AI Driven Creative?

  • THE ARF

There have been significant developments in artificial intelligence, such as recent advancements in natural language processing, that make it look appealing for advertising purposes. Indeed, many professionals are considering AI-driven creative tools. Yet, a recent ARF Knowledge Center investigation reveals that this technology simply is not there yet. For now, AI’s best use seems to be optimizing creative for email blasts, digital campaigns and social media advertising.

Member Only Access

What’s the Perfect Synergy Between Employees and Technology?

  • CMO BRIEF

Technology is omnipresent in today’s world. Yet, it’s become more difficult to determine what is the best way to utilize it. Businesses want to provide topnotch customer experiences, while maintaining operational efficiency. Customers, meanwhile, require a convenient, responsive, personal experience. So how can companies strike a balance and create the ideal symmetry between employees and technology? The ARF’s Knowledge Center was recently challenged with this question. Here are its findings.

Member Only Access

Get the Intel on Artificial Intelligence

Some say Artificial Intelligence is a broad field that includes everything from simple if-then rules for playing Checkers to complex ensembles of deep neural networks for piloting autonomous vehicles. In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI and what are the commercial solutions?

Member Only Access
  • Article

Get the Intel on Artificial Intelligence

Some say Artificial Intelligence is a broad field that includes everything from simple if-then rules for playing Checkers to complex ensembles of deep neural networks for piloting autonomous vehicles. In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI and what are the commercial solutions?  Read More.

How AI & ML Are Being Used Now

  • Joan FitzGerald, Data ImpacX; Hillary Haley, RPA; Anita Lynch, Disney|ABC Television Group; Alice Sylvester, Sequent Partners; and Audrey Thompson, Oracle Data Cloud

Hot terms or hotly contested terms? Although “artificial intelligence” and “machine learning” (aka AI and ML) are increasingly part of the marketing conversation, experts debate about how extensively they are being used today. See how leading marketers, agencies and researchers define AI and ML and how they are currently applying these concepts to drive business.

Member Only Access
  • Article

How Machine Learning Is Changing the Game for App Marketers

Editor’s note: The two pieces from Think with Google and Digiday discuss two perspectives on AI (Artificial Intelligence) and marketing. Forward-thinking companies are using machine learning tools to supercharge their marketing. These early adopters take advantage of the technology's ability to streamline data, unlock user insights, and engage users in highly relevant ways. In fact, 85% of executives believe AI will allow their companies to obtain or sustain a competitive advantage (The Boston Consulting Group). Marketers still have to excavate piles of data to answer their most pressing questions: Faced with all of this data—and the ever-growing ways to parse it—it's becoming difficult for marketers to know exactly how to get the best return on every dollar invested. According to McKinsey & Company, across all occupations in the U.S. economy, one third of the time spent in the workplace involves collecting and processing data. The time and resources spent on digging through data means less time devoted to high-level tasks such as refining the marketing strategy or improving the product experience. By analyzing millions of data points in real time and making smart, optimized decisions to improve business performance, machine learning enables marketers to do more at scale—and frees up time to focus on more strategic tasks. It also simplifies the marketing process. You determine the business objectives you want to achieve, you define your qualified audience—for instance, gamers who are likely to reach level 10 of your game or shoppers who are likely to spend more than $50 a month in your app—then you let the system figure out where and how to reach and engage the relevant prospects. Although machine learning is streamlining the marketing process, people still play a critical role. Machine learning is only as good as the information you feed it. It's incumbent on marketers and agencies to access the right data, identify the most critical business objectives—such as customer lifetime value—and continuously optimize the end-to-end customer journey.

Spero, J. (2017, November). How Machine Learning Is Changing the Game for App MarketersThink with Google.

Spero, J. (2017, November). How Machine Learning Is Changing the Game for App Marketers. Think with Google.

  • Article

Networks Plan Q1 Test of Data + Math Ad Platform

Editor's note: this article is a synthesis of reporting on the same topic from Jeanine Poggi of AdAge and Jon Lafayette of Broadcasting & Cable

In October the Video Advertising Bureau (VAB) held a meeting for about 40 executives representing most of the major TV content companies. The VAB was seeking a way for the industry to develop credible third-party metrics that show how effective TV is at a time when advertisers' spending on TV is largely flat and spending on digital advertising is growing rapidly.

Now, a handful of those who attended (including A&E Networks, AMC Networks, The CW, Discovery Communications and Fox News) will move forward with a new attribution model created by analytics firm Data + Math.

"When we talk to advertisers they're aware that TV worked, but I think we all felt we let digital take credit for a lot of the hard work TV does in driving awareness and brand education and, at the end of the day, really driving results," said Mel Berning, President and Chief Revenue Officer at A+E Networks.

"The industry needs scalable and standard attribution and business outcome measurements that benefit marketers, agencies, buying platforms and publishers," said Ben Price, President, U.S. Ad Sales at Discovery Communications.

Scott Collins, President of Advertising Sales at AMC Networks, said, "We are pleased to participate in this effort to use technology to demonstrate in clear and direct terms the value of the impressions we deliver across our five popular and well-defined networks in a dynamic and competitive marketplace."

Data + Math was founded in 2016 and is backed by Comcast Ventures and Greycroft Partners. The company's solution uses data from set-top boxes, smart TVs and over-the-top platforms combined with machine learning techniques to essentially "learn" the connection between multi-screen TV exposures and customer sales or conversions.

The meeting was part of a recent trend for the industry to discuss some of the key issues in a fast-changing media environment. Earlier this year, Turner, Fox, and Viacom formed Open AP, a consortium designed to standardize the definition of target audiences as more clients look to switch to audience buying from the traditional use of age and sex demographics. Recently, Linda Yaccarino, chair of NBCUniversal for ad sales and client partnerships, gathered more than 100 buyers, sellers, clients and research to come up with a new way to address commercial TV's problems with consumer experience and measurement.

Lafayette, J. (2017, Dec. 5). Networks Plan Q1 Test of Data + Math Ad Platform. Broadcasting & Cable.

Poggi, J. (2017, Dec. 5). TV Networks Move Forward with New Attribution Model. AdAge.