AI can automate the media buying process, optimizing ad spend, placement, and timing. The future may see AI algorithms negotiating media deals and selecting the best advertising channels, further reducing costs, and increasing efficiency.
AI brings a series of characteristic enhancements in the advertising world (i.e. data analysis with valuable insights about consumer behavior, ad performance, and market trends) as well as a series of optimizations (i.e. Real-Time Bidding (RTB), real time audience segmentation, ad placement optimization). But it is important to zero-in on one of its main advantages. That is Real-Time Adaptability.
AI continuously evaluates ad performance and can adapt campaigns in real-time.
If an ad isn’t performing as expected, AI can adjust the strategy on the fly for better results. This brings Efficiency minimizing human errors, Precision, optimal reach with personalized ad experiences at an optimal cost.
Tomorrow Sleep began using an AI-powered content intelligence platform to understand which high-value topics the company needed to be talking about and measured where competitors ranked for each of the keywords and phrases. The brand then created relevant articles around specific keywords where they could quickly establish themselves as experts in their field with a boost from machine-learning algorithms resulting in a 10,000% increase in website traffic. (Source: Schiefer, J. (n.d.). Council Post: The Future Of Creativity In Advertising Is AI (For Real This Time). Forbes.)