Artificial Intelligence Takes Lion's Share of Digital Advertising Spend

AI is Already Helping Your Brand in Social

According to eMarketer research published in September 2017, programmatic ad spending in channels like those mentioned above will top $39 billion in 2018. With that many ad dollars owing, algorithmic systems and machine learning will help advertisers deliver trillions of impressions in 2018, with many of them matching the proverbial right message to the right consumer at the right time.

The auction-based ecosystems powering advertising in the social platforms make programmatic ad serving widely available, helping brands reach users more likely to engage with their products. Even better, these AI-powered auctions can help your brand reach people more likely to complete the action that matters most to your business. For example, Facebook and others can rank order consumers in your target audience and show your ads to people more likely to take the action you care about.

   

While this kind of AI-based optimization is part and parcel to the social advertising experience, the burden felt by advertising teams spending large budgets and delivering at- scale campaigns is still massive.

   

Let AI Help Your Advertising Team in Social

Today’s top social advertising teams work day and night, making minor, repetitive changes to their live campaigns to maximize performance. They manage hundreds or even thousands of manual calculations and edits over the course of a large campaign, walking a high wire between achieving optimal performance and accidentally delivering millions of dollars’ worth of media to the wrong audience with the wrong message at the wrong time.

   

Paid social advertising teams spend their days in AI-enabled ecosystems; these people deserve AI-enabled tools. While philosophers and futurists warn that AI could render the human race obsolete in the long term, marketers have much to gain from partnering with AI in the near term. Instead of viewing AI as competitive, marketers would do well to view AI-powered technologies as a new category of tools in the marketing arsenal.

   

This new category of tools isn’t theoretical or experimental.
Teams are already leveraging specialized AI-enabled technologies to combat advertising complexity and drive incremental performance from both their teams and the campaigns those teams operate.


by Ralph Paglia via Everyone's ADM Blog Posts - Automotive Digital Marketing

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