Consumer Focused Marketing and Efficient Advertising with AI

Consumer Focused Marketing and Efficient Advertising with AI

  01:23    Silver Push

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Advertising has been made easier and efficient with Artificial Intelligence. Our lives are now encircled around internet, smartphones and social media. Our means to interact with each other and consume information has been transformed to a great extent and majority of it takes place through the above mentioned factors. As the machine-human interaction has been changed (thanks to the new technologies), the advertising method has to adopt a new framework of engagement, and AI is the one key solution for Digital contextual advertising.

AI is changing the dynamics of the modern advertising industry. It plays a key role in optimizing advertising campaigns and programmatic advertising by analyzing audience data, for better understanding and catering to what an individual customer needs. But the biggest question that comes up now and then is if AI really is the way for marketers and advertisers to increase maximum consumer reach and engagement and is it feasible only for the companies that can afford this technology.

Contextual In-Video Advertising

Up until this point, the dominant medium for advertisers in Asia was- Television. Advertisers spent a lot of money on TV ads to capture uninterrupted attention of consumers, who spent most of their free time in front of a TV at home. But now, since most of the customer engagement has shifted from TVs to smartphones, and more content is being obtained from across multiple platforms, advertisers need to be aligned with contextual advertising. But the shift across these dimensions can be very tricky and challenging for the advertisers, as they need to keep a balance between the quantity and the quality of content and creating effective marketing strategies. This is where AI steps in!

The prime focus of advertisers today is delivering the right content to the right audience, and since today’s internet driven eco-system is being dominated majorly by Facebook, YouTube and Google, more and more advertisers to are try to sneak into the complex algorithms of targeting the ‘right’ audience.

Contextual targeting is the prime focus of brands, so that the right and optimized content can reach the selected segment of the audience for maximum impact. AI focuses on specific range of outreach solutions, helping brands to build their contextual advertising platform, especially in today’s time where consumers expect to be served with what they need, rather than what the ‘may’ want.

AI Machine Learning

In today’s time, Artificial Intelligence is a necessity to run quality ads and reaching out to focused consumer. Even if emerging brands are looking forward to capturing a large scale of market, AI driven marketing solutions can drive wide-reaching campaigns, helping these brands to shift their focus from quantity to quality.

AI is here to create advertising campaigns in real time and its algorithms help in reaching the right audience. It has been elevated from just being savvy to necessity. There is going to be a big shift in the field of advertising from the old methods to an entirely new dimension, and that would be- Context. 

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Contextual Marketing Lessons from the Times Gone By

Contextual Marketing Lessons from the Times Gone By

  03:19    Silver Push

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Now and then, every few years a piece of cinema excites audiences from not just its entertainment value, but with some takeaways applicable to various industries or professions. 2017’s hit musical drama “The Greatest Showman Ever” turned out to be one such piece of cinema, that should be watched by every marketer, who appreciates the importance of a pop culture references during a pitch or presentation.

Contextual Video Ads

The film follows the journey of Phineas Taylor Barnum, the story of an out of job journalist in the mid-19^th century, while he establishes one of the most successful circuses of all times, by recruiting Phillip Carlyle with a pitch that was not only first of its kind, but also better than everything else seen in modern advertising industry. While the fictional character of Philip was born in aristocracy, his ambitions were unlike any of his kith & kin. PT Barnum sensed that and got him on board, after presenting his business as Philip’s launch vehicle to achieve his worldly ambitions.

Now let’s see what is one of the main concerns for advertisers nowadays, which without doubt is getting the attention of audience without coming across as a forced or intrusive approach.  Here comes the word contextual, which off-late has become the buzzword for advertorial communication as a guiding light for planning & strategies for any crucial launch or other such important instances requiring an efficient campaign. Various tools & platforms claiming to facilitate context-based campaigns are still being seen as intrusive & unwanted by users glued to their devices like smartphones, tablets & laptops.

Also, the importance of the fact, that video watching has reached at its highest in 2018, is very crucial to any contextual marketing plan or campaign. The users are either binge watching (either in sessions or for hours at a stretch) or they are simply browsing for discovering something interesting.

In such a scenario, contextual video advertising comes up as the most effective solution for every brand. But, then again comes the factor that viewers’ tendency to skip random in-video ads because of their intrusive nature, which is completely taken care of by innovative platforms like MIRRORS by SilverPush, a patented technology that tracks faces, brand logos, objects & emotions to serve contextual video ads.

Contextual Display Advertising

MIRRORS followsPT Barnum’s trick of sensing a need & then serve an ad basis that need. For e.g. a viewer watching a random video is primarily interested in it, either because of the most prominent face or the topic, both of which are aligned with MIRRORS’ core strengths of tracking face & objects to serve in-video ads. Same is the case with binge watching, where an ensemble cast & the story retains and also builds their interest. MIRRORS tracks these faces to align the ads with the viewer’s interest & ultimately make it a win-win situation for both viewers & advertisers.

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