Clients are constantly demanding more – better results, better data, better ROI…the list goes on. The challenge is to keep delivering those performance improvements that satisfy those demanding clients. Creativity that can engage and inspire the target audience is a great start, but in digital advertising learning, reporting, analysing and adapting at an operational level are what turns creativity and planning into success.
Thanks to one global digital player, Adludio, innovations in AI can play a game-changing part in the execution, measurement, scaling and success of digital campaigns. AI driven digital campaigns across all channels, and especially mobile, can drive better quality leads and conversions to the bottom line.
The challenge: Can AI really improve the creative side of my clients’ campaigns?
The answer: Rather than keeping creative and performance separate, the two can work powerfully together. Data around audience types, geographics, and verticals has long been used to identify what successful campaigns look like. This data can be used to make informed decisions about the creative. After all, if something has worked particularly well the insights gained should enable it to work well again. Adludio, a global AdTech group, puts AI to work more cohesively and goes beyond pure automation. Drawing on past data – but also analysing it - AI can help formulate the optimum brief for an advertiser’s aims and objectives. A brief that more accurately reflects an advertiser’s objective to begin with, is also able to guide the creative parameters, making the brief easier to measure after it is running. Being able to extract all that data is incredibly important – and Adludio’s technology is designed with an ‘end-to-end’, capability: from briefing and creative to operation, measurement, and conversion. It’s all about providing the best possible experience for all stakeholders – from consumers through to the brand itself.
The challenge: Convincing clients that more automation gives them more control – not less.
The answer: Yes, people sometime think automation takes control away, but it’s the other way around, especially when all the advantages of machine learning automation are harnessed by the advanced analytical and prescriptive use of AI. AI takes the machine learning data from thousands of optimum results of past digital campaigns and assesses and analyses it in relation to the brief (the brief it has also helped your client create). Machine learning plays its part in assembling and learning but AI proves genuine insights and guidance end to end, from briefing and creative, right through to attributions and conversions. What’s more, AI’s prescriptive insights are instant, allowing campaigns to be analysed and adapted as they run – constantly optimising the performance of any advert the target audience engages with. Far from taking control away from your client, Adludio can help you give them uniquely powerful control over the outcome of their campaigns – and at ever level.
The challenges; Client are increasingly saying their performance metrics aren’t giving them the full picture
The answer: We agree. Metrics and data are the lifeblood of digital campaigns, but at Adludio we believe some metrics could do better in measuring user intentions. Rather than trading in impressions which by definition means an ad has to be on screen for one second, we use technology to look at ‘engagements’, whereby a user has to choose to engage with an ad by taking an action such as swipe, scrub, tap, spin etc. This gives a truer picture of users’ real intentions, and ensuring that click throughs are comprised of higher quality traffic. With its AI-led capabilities, assessing not just impressions or clicks, but actual user attention, AI offers metrics such as Cost Per Engagement, and also a Composite Attention Score, that nobody else uses. These offer superior ways to measure exactly how users are engaging with advertising, and its cost effectiveness, effectively giving advertisers insights and hard data as to what is the best-performing ad creative – and also why this level of performance was possible.
The challenge: Innovations in digital advertising just make things more complex.
The answer: Adludio’s implementation of AI is formulated in the development of an end-to-end technology that offers an advanced set of innovations directly related to gaining superior results through advert optimization and real time reporting. Same day briefing to live operation is a reality as is its unique focus on user attention and engagement through to CTR and beyond across all addressable media. Run from a single platform, with real time assessment, reporting and data analysis instantly compiled across multiple channels, AI speeds up briefing and creative time with faster and more relevant reporting - and it doesn’t need data specialists to run. Far from making things more complex, Adludio can help your advertisers gain control over their campaigns and leave them more time to concentrate on their business objectives.
The challenge: AI – isn’t that just for writing blogs?
The answer: At Adludio, we’re right at the forefront of what AI can do (and it’s not just writing blogs). The AI driven digital advertising technology that we have developed is organic and ‘granular’, which means it doesn’t just record and repeat results but it assesses and interprets what is going on in a live campaign. We use AI to support the creation of targeted - and more engaging - adverts by instantly analysing huge volumes of past and present campaigns to show when, where, and how ads are going to be most effective. Effectively our approach embraces automation, but applies advanced AI to analyse user actions in a more granular way. Thus the resource-heavy and complex task of manually translating large datasets into successful campaigns is made more reliable and simpler. The true focus can be placed on delivering ads with a more confident outcome on top of that creativity and data.
And finally…
As competition increases, or where budgets need to be tightened, advertisers are always under scrutiny on what’s being delivered. Innovations are driving quality over quantity in digital advertising and this is the territory that Adludio inhabits, ensuring that that quality will come from the application of purposeful AI-led advertising.
