4 Powerful Ways to Use AI in Your Advertising
Artificial intelligence can give marketers superpowers, especially when it comes to digital advertising.
AI-powered tools and technologies have the ability to make ads more intelligent and more human at scale. It’s an outcome Google calls “one of advertising’s most-sought goals.”
In fact, there are four powerful ways you can start using AI in your advertising today.
1. Media Planning
Equals 3 is the creator of Lucy, the AI-powered assistant to marketing professionals that addresses common challenges across research, audience persona modeling, and media planning.
In advertising, the product shows marketers exactly how to allocate dollars across media types and audiences, including programmatic and traditional ad channels like TV and radio.
Equals 3 managing partner Scott Litman and chief product officer Rahul Singhal outlined the challenge faced by many marketers:
“They buy search, social, programmatic, spot TV, radio, etc. This media is managed in silos by experts skilled in a given channel. Those same experts report back with metrics that show how each of the channels is working and why the marketer should spend more. What if the current media mix may be great in some markets but not in others?”
Lucy solves these problems by using predictive models to forecast how well media plans will perform, then providing human marketers with recommendations on how to re-allocate based on the data.
“We have been seeing gains in performance of 10 - 15%, which we believe are significant as our customers are already highly sophisticated and well-optimized,” says Litman and Singhal.
2. Media Buying and Ad Optimization
Albert is an artificial intelligence marketing platform for the enterprise, driving fully autonomous digital marketing campaigns.
The platform’s capabilities include autonomous media buying, as well as AI-powered ad testing and optimization.
Albert’s system makes purchasing decisions “based on widespread multivariate testing of audiences, bids, keywords, targeting, domains and placements” across Google Ads, Facebook, and Instagram—to name a few.
The system automates purchasing, bid adjustment, and campaign activity structure to deliver fully optimized ad campaigns without human involvement.
Most marketers leave ad copywriting to the last minute, preferring to focus on ad targeting and placement across digital channels.
AI-powered company Phrasee thinks you’re leaving money on the table.
Phrasee started out with an artificial intelligence solution that wrote marketing email subject lines better than humans.
They’ve now used that technology on Facebook and Instagram ads.
That’s right: AI can now write social media advertising for you.
The AI used by Phrasee’s tool assesses a brand’s voice and copy, then produces machine-written language in minutes. Their ad product recently reduced one client’s cost-per-lead by 31%.
4. Spy on Your Competition’s Ad Strategy
AI doesn’t just help you create, test, and buy ads better. It can also help you plan out your ad strategy.
Pathmatics is used by brands, agencies, ad tech companies, and publishers to build competitive advantages in their brand management, advertising, and business development activities. The tool uses machine learning to display exactly how brands spend their ad budgets online.
Pathmatics will show you everything from how much a competitor spends to the impressions each ad is generating to the specific creative being used—across digital ad channels like desktop, mobile, and video.
You can even see what sites your competition advertises on, how they buy their ads (direct or indirect), and see where they aren’t advertising.
That information can then be used to plan your own ad strategy—and counter the strategies being used by the competition.
About Mike Kaput
Mike Kaput is the Director of Marketing AI Institute and a senior consultant at PR 20/20. He writes and speaks about how marketers can understand, adopt, and pilot artificial intelligence to increase revenue and reduce costs. Full bio.