Digital advertising is competitive and so is attracting and keeping clients - can AI help?
Brands and their consumers are always moving forward, so it’s inevitable – and essential - for advertisers to do the same. Against a backdrop of world uncertainty, tightening budgets, inflation…you name it, attracting and keeping those ever-demanding clients can be greatly helped by keeping things simple – and delivering results.
Sure, but how?
In the world of digital and mobile advertising, innovation plays a huge role. According to a recent study by the World Federation of Advertisers, 89%* of brands don't believe their current agency model is fit for future purposes.” Even more tellingly it goes on to say, “1 in 4 of those surveyed are looking to consolidate media, creative, data and technology."
So, reassessing ways of doing things and coming up with less complex solutions is where your agency can score. One global AdTech group, Adludio, has moved the bar up a considerable notch in both these areas with its unique development and application of AI technology for digital advertising and mobile advertising.
The challenge: How can reassessing the way we currently do things win clients?
The answer: Plenty of clients question the metrics they are given and use – and probably don’t tell you until it’s too late. Adludio has long believed that much digital advertising needs to take a new look at some of the ways we currently define, drive, and measure attention. AI-driven digital advertising technology can deliver far more potency to the analysis and prediction of user behavior – and the metrics employed to measure it. For example, how we measure ‘attention’ is a key metric for digital advertising, but Adludio has redefined the way it is measured, both to optimize the advert being viewed (against 000s of successful, optimum digital campaigns) and create more valuable attention metrics from it – all with the aim of leading to higher quality click-throughs, the ultimate aim of any campaign.
The challenge: Meeting growing online privacy concerns is a big concern to clients – what can I offer them.
The answer: We’re way ahead of you. The writing has been on the wall for cookies for some time, and privacy laws are going to get tougher – not easier. Adludio’s digital technology is privacy-compliant and data-driven. It uses past results and analyses incoming information against it to measure and assess users' engagement and intentions. Rather than relying on cookies, for example, its aim is to make adverts more engaging and refocus a campaign on keeping the user delighted with the experience.
The challenge: Advertisers want greater control – how can I offer it?
The answer: By giving them the support of an end-to-end platform dedicated to real-time reporting – and analysis of data. Adludio’s AI-driven technology gives advertisers the ability to correct or fine-tune their operational campaign decisions directly – and in real-time - whether the data is coming from survey results, online tracking, attention, clicks – whatever. Instant analysis and insights along with swifter data analytics and reports from across a single or multiple channels puts control into the hands of the advertiser as their campaign is running – when they can do something about it. Innovation, far from taking control away, gives it back in spades.
The challenge: What constitutes a successful campaign for my client?
The answer: Often, due to unrealistic expectations, or an opaque brief, an advertiser can get to the end of the campaign unable to determine ‘success’. An AI-driven platform provides analysis of all data metrics more quickly, giving depth and understanding to the reports advertisers receive - and the actions they need to take. As well as speeding up the time taken in multi-channel digital reporting, advertisers gain analysis that more precisely demonstrates campaign performance and a clearer picture of what is successful as measured against the original brief.
The challenge: My client wants to get into gamification in the search for sales
The answer: Aside from addressing AdOps inefficiencies, an AI-driven platform enables upscaling across channels and is also incorporates the advances in gaming technology. Gaming is not new - advanced gaming methods are currently deployed in ads. Part of Adludio’s focus has been on understanding the relationship between game interactions and creative features and how this drives up attention rates, offering a further level of transparency that is not yet the norm.
The challenge: Clever new technology is great, but incredibly complicated
The answer: Multichannel advertising can be complex and time-consuming - but we’ve taken the opposite line. Our technology looks for simplicity from end to end. Aside from the time taken in conventional digital reporting, it’s also challenging for a non-data specialist to pull campaign data into a meaningful report. Adludio’s end-to-end platform offers swift reporting from across multiple channels - and doesn’t need highly technical specialists to run it.
The challenge: How to make more sense of out of users’ motivations and intentions
The answer: Digital advertising relies on tracking metrics, from operational data such as impressions, click-through ratios, and conversions to financial data such as cost per acquisition or return on investment. AdTech group, Adludio, has long believed that current metrics don’t always tell the whole picture. The group puts its AI-driven platform to work looking at and interpreting ‘attention’ and ‘engagement’ in a more cogent and meaningful way. Through dwell time, interactions, and interest, the platform produces organically, and in real-time, a ‘Composite Attention Score’ of a user’s engagement and interaction with an advert. Such ‘granular’ reporting says Adludio, can be produced pretty much within real-time for the campaign managers and gives a far more accurate interpretation of a user's real interest in your ad –leading to more quality click-throughs.
The challenge: AI - isn’t that just ‘machine learning?
The answer: Machine Learning ML has been around for some time now, bringing enormous operational benefits to both manufacturing and service industries. ML is generative, and, as the name suggests, builds upon automotive learning, refining, and improving. But Artificial Intelligence, as is now being applied in the role of interactive marketing by Adludio, goes beyond regeneration automation, inhabiting a uniquely granular and transparent space to give advertisers faster reporting, intuitive real-time insights, and more operational control over the outcome of the activity.
And finally
As brands look for increasingly more reliable ways to engage and sell, technology will become smarter and more innovative in order to capture people’s imagination – and win their confidence. Adludio is an AI-driven group that focuses on mobile as a powerful means of consuming content.
