AI applications for digital out of home advertising

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30-second summary: The use of data to contextualize campaigns to the “here and now” means messages can be aligned with consumer mindset in the moment and become useful and relevant. Dynamic Creative joins the dots between data-driven media planning and the mindset of a consumer at a given time, in a given place, making the medium truly reactive, and much more intelligent, as well as driving efficiencies. Advances in technology will allow us to hold a true interaction with the consumer, using deep fake technology in real time. Currently it’s a resource intensive task that requires content to be rendered ahead of time but with faster machines this can happen in real time. AI can be used with facial recognition technology to detect how much a person likes an advert by their facial expression and creative can be tweaked and updated depending on gender and age demographics in real time. The added benefits of 5G connectivity will only help to accelerate our ability to utilize AI across the OOH technical landscape. However, it could be a case of ‘all the gear, no idea’, so we really need the creative community to come along on this journey, with ideas, concepts and ‘moonshot’ thinking. The growing sophistication of digital out of home (DOOH) infrastructure, the explosion of data, and the continued expansion of 5G networks means the industry is in an excellent position to continue to innovate and evolve with a focus on artificial intelligence (AI), and machine learning (ML). Whilst I truly believe that it’s the creative idea behind an execution that brings its success, advancements in AI applications for DOOH will enable more intelligent, targeted, data-led campaigns with a multitude of possibilities for intuitive and seamless interaction. The major applications and benefits of AI for DOOH are outlined below, with some cutting-edge examples to demonstrate their impact and memorability. Dynamic, data-driven, automated creative Agile, data-driven campaigns can be triggered across the year promoting different brands or products when the conditions suit. The use of data to contextualize campaigns to the “here and now” means messages can be aligned with consumer mindset in the moment and become useful and relevant. McDonald’s used weather data and time of day data to run tactical messages reminding consumers ‘how long until breakfast finishes’ in the mornings, or to promote ice-cream sundaes when the sun was shining. Coca-cola, on the other hand, pushed Smart Water …

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How AI fits into the martech landscape

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30-second summary: Today, artificial intelligence, sensors, and digital platforms—and an explosion of data—have already increased the opportunity for learning more effectively; but competing on the rate of learning will become a necessity in the 2020s. The Lean AI Autonomy Scale serves as a framework for assessing how the different capabilities of martech vendors stack up with AI in the industry. All major ad platforms and exchanges are powered today by a dizzying array of complex calculations with the goal of delivering your message to the right audience at the right time — and encouraging people to take an action, buy a product, or a host of other outcomes a marketer might be looking for. Today, we’re at a place where buy-side solutions are emerging that operate a layer above the platforms themselves, working to orchestrate your spend, targeting and even creatives across channels. A range of emerging vendors are out …

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Understanding the role of voice in martech

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30-second summary: Voice technology is being widely adopted, thanks to the global distribution of voice assistants like Google Assistant, which is installed in over 1 billion devices as of 2020. Improvement in voice recognition accuracy is also helping with widespread adoption of voice technology. Google achieved a 95% accuracy rate for the English language as of March 2017. This is the same threshold for human accuracy. 82% of consumers expect an immediate response on sales or marketing. Voice recognition technology, which enables the immediacy of customer service responses, is addressing this need for many businesses. Voice-enabled tools are increasingly being employed within an organization’s martech stack, to facilitate internal operations. Examples include speech-to-text transcription tools, real-time conversational analysis, and automated call listening/conversational analysis platforms. Voice technology is playing an ever-growing role in a variety of martech applications, from AI-powered transcription tools like Trint to signal-based AI tools like Cogito that …

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A Complete Guide to AI Digital Assistants for Marketers

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If you aren’t willing to embrace AI digital assistants as a marketer, you’re going to have a tough time competing with everyone else. While you’re drowning in the tsunami of daily, weekly, and monthly tasks, your competition will swim laps around you. What if you could: Spend more time in your zone of genius. Stop feeling overwhelmed by your workload. Boost your productivity by 80% . Create a personalized experience for your audience. Increase your ROI with only a few clicks of your mouse. Just like Alexa brings you the best jams on-demand and Siri helps you find the nearest Starbucks, AI digital assistants can help you become a better marketer. In this guide, we’ll discuss the benefits of AI digital assistants and the tools you can use to put your marketing tasks on autopilot. But, to do that, we need to first look at what AI personal assistants really …

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What leading consultants say about the usage of AI in marketing?

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30-second summary: In Deloitte’s 2019 CMO Survey Report, 56% of participants anticipated using AI for content personalization. 33% of respondents foresee applying AI for improving marketing ROI by optimizing marketing content and timing. Mckinsey’s survey found that 44% of companies reduced operational costs and increased business revenue by using AI in marketing. The Bain and Company found that marketing insights gathered through new machine-learning capabilities helped gain 10x in marketing performance. The company also saw a 25% increase in additional revenue through cross-selling. An EY study of CEOs and business leaders reveals that 62% of respondents believe artificial intelligence will have a significant impact on creating efficiencies at their company. In a survey conducted by BCG, 90% of respondents agreed that artificial intelligence represents a business opportunity for their company. However, 70% of companies report minimal or no impact from AI so far. Marketers have started using artificial intelligence to …

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Five tools that can help you break free from data paralysis

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30-second summary: Data paralysis is a natural consequence of the marketing technology businesses use daily, but there are tools that can help manage the proliferation of data so that it can be used efficiently and effectively. In this post, we review five tools, each of which help mitigate the data paralysis connected to a specific area of data usage including CRM, lead management, business insights, customer experience, and website traffic/campaign analysis. The tools listed here are examples of the technology that exists to help manage and leverage data. There are many more tools available, so be sure to research solutions that fit within your budget and business type. Data paralysis is a real problem. The proliferation of martech tools and marketing touchpoints has created a wealth of data which, while a boon for businesses, can also present challenges when it comes to data management, analysis, security, and consistency. A 2018 …

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7 enterprise level providers of AI-enabled marketing solutions

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30-second summary: We provide seven examples of enterprise-level providers of AI-enabled marketing solutions as well as case studies for each. Each of these companies are leaders in their respective category, with B2B and B2C organizations each benefiting from their AI-enabled solutions. This list is not inclusive of every enterprise-level provider, but is meant to give mid-to-enterprise-level organizations an sense of the best-in-class tools that exist in the market today, and how organizations are using them to improve their marketing, sales, and customer experience initiatives. As part of our ongoing coverage of artificial intelligence (AI) in marketing, we’ve compiled a list of ten enterprise-level providers of technology solutions that utilize AI in some capacity. This list covers key categories within the martech space including digital asset management, marketing and sales enablement, customer experience/engagement, and account-based marketing. This list is not – by any stretch of the imagination – comprehensive in terms …

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TikTok vs. Snapchat: A guide for marketers

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TikTok is having a moment. Whether you use the app already or have spotted TikToks popping up on other social platforms, it’s clear that TikTok isn’t just another fleeting trend. It’s here to stay. Yet it’s easy to see how someone not familiar with TikTok (ahem, your boss) might dismiss it as a Snapchat reboot. Worse, they might assume content from Snapchat can be repurposed on TikTok. The two platforms share similar features (and yes, similar audiences) but their value offerings are entirely different. TikTok is a video sharing app for short clips set to music while Snapchat is a photo and video messaging app centered on ‘Stories’ and other short-lived formats. Each platform offers unique ways to connect with audiences if used the right way by the right type of brand. If you’re not sure where your brand fits in – or if it even fits in at all …

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DOOH vs. OOH: How the shift will impact messaging, targeting and purchasing

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30-second summary: Due to the real-time nature of a DOOH campaign, ads can be adjusted quickly in response to events. From small edits to an overall campaign shift, DOOH allows marketers to turn on a dime in an ad environment that demands it. Traditional OOH targeting was a real-estate business, with marketers forced to buy space based on educated guesses of where their audiences might frequent. Now, technology exists that provides specific, granular data using geolocation. Marketing teams can stop thinking of OOH as something that exists outside of their omnichannel digital marketing strategy. With the advent of the kind of granular data mentioned above, DOOH purchasing is available both directly and programmatically. DOOH combines the eye-level visibility of traditional OOH with the agility, analytics, and quick and easy purchasing of digital campaigns. With the right tools and attention to detail, DOOH presents a huge opportunity for brands to increase …

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Five examples that demonstrate the value of AI for B2B marketers

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30-second summary: The global AI software market is expected to reach nearly $23 billion by 2025, according to data from Statista. AI offers several powerful functionalities within in ABM platforms to facilitate selling. Predictive analytics, which uses historical data, machine learning, and statistical algorithms to predict future outcomes, it’s particularly useful for campaign planning and optimization. CRM tools like HubSpot and Salesforce Einstein have AI features like predictive analytics and machine learning built in. AI can help brands in heavily regulated industries avoid compliance issues when posting to social media via the use of AI. DAM platforms enhanced with AI capabilities help to streamline and automate many aspects of managing distributed content such as images, video, and other media. If it seems like AI is everywhere these days, that’s probably because it is. The global AI software market is expected to reach nearly $23 billion by 2025, according to data …

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Real-time digital insights & automation: Powering digital marketer’s performance

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30-second summary: Too often, the budget is wasted because the marketer driving the ship isn’t keeping pace with modern consumer behavior. The coming year holds great promise for digital marketers. In this article, we’ll take a look at two areas of great opportunity—two places you can focus to tackle these challenges head-on: real-time insights and real-time automation. It’s about truly understanding your customer’s need at that moment—even if there isn’t a human on the other end of the interaction. Last year digital marketers wasted on average of 26% of their budgets on ineffective channels and strategies {Rakuten Marketing}. While there are many different reasons and ways in which marketing strategies underperform, I believe there is a common thread woven through many of the campaigns we see today. Too often, the budget is wasted because the marketer driving the ship isn’t keeping pace with modern consumer behavior. As consumers evolve, so …

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