Gal: Los anuncios del futuro son personalizados
Emi Gal, CEO at Teads Studio and CMO at Teads discussed the future of dynamic, AI-fueled advertising in The Future of Digital Advertising: AI & Advertising Webinar. “Soon, instead of a few variations, a brand will have a million personalized versions of an ad, dynamically presented to a million-different people” said Gal. According to Teads, artificial intelligence (AI) is capable of flawlessly assembling ads with the right creative approach for the right person, at the right time – and in real time- based on data and the behavioral profile of the individual consumer. “The ad of the future will be like a self-assembled LEGO structure, which magically assembles itself, based on a number of characteristics.” For Gal, marketers and advertisers must become data-wise today, to for customized, AI-driven ads in the future. They need to develop sound data strategies and invest in data management platforms (DMPs) to handle the ever-expanding mountains of big data that AI requires. They also need to reevaluate how to measure campaign success. Current key metrics for digital ads are impressions, completion rate, and clickthrough rate. The last two of those will become less meaningful. “In a world of machine learning and AI, people will never arrive at the advertiser’s website” Gal explained. Teads also recommended that this AI-fueled advertising will require a close collaboration between creatives and engineers, with creative and algorithmic thinking both reinforcing and building upon each other. “The greatest success will come from teams that combine creative people—poets, writers, and designers—with engineers. And AI is only as good as the data that you feed it” Gal concluded.
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