Advances in artificial intelligence, particularly generative AI, are enabling marketers to deliver personalized omnichannel experiences to consumers in near real-time, across every stage of the purchase journey.
But, in leveraging AI to boost conversions and customer satisfaction through techniques like targeting, personalization, data analysis and content generation, advertisers must focus on increasing quality and effectiveness.
“AI has become a great tool for marketers to supercharge a lot of the fundamental tenets of advertising,” said Jim Egan, SVP of Business Development at Integral Ad Science (IAS), in this video interview with Beet.TV.
Measuring Success Through Performance
For advertisers measuring the success of personalization, it is vital to focus on performance, Egan said.
“It may sound simple, but it’s all about knowing what your goals are, optimizing for campaign objectives, and then maximizing your return on ad spend,” he said.
“Marketers can leverage AI to reallocate media dollars towards improving performance across the funnel to boosting attention and engagement, but without the scale issues and driving higher conversion rates without sacrificing media quality.”
Innovations In AI and UGC
Looking ahead, Egan is excited about the potential for AI to be used in analyzing user-generated content (UGC) across social media and the open web.
“As UGC grows across, obviously social, but also open web AI tools are going to be used to analyze things like social posts, online reviews, all kinds of user generated content to help better understand consumer sentiment and preference,” he said.
“This helps advertisers get insight into consumer behavior, identify trends, and then refine their messaging.”
Microsoft Advertising’s Ad Selection API
IAS recently announced an expansion of its partnership with Microsoft Advertising, enabling advertisers to measure the impact of their native, video, display and CTV campaigns across Microsoft’s advertising ecosystem.
Microsoft Advertising has positioned itself in providing scalability and measurability for executing omnichannel personalization strategies, according to Egan.
“Microsoft’s Ad Selection API helps advertising work better for both consumers and brands,” he said. “We know that consumers like relevant ads, they prefer relevant ads, but it is their personal data that powers that relevancy.
“Ad Selection API is great in that it’s designed to protect personally identifiable information at all times — storing it and managing it locally on the user’s browser, like Microsoft Edge.”
You’re watching “Personalization in the Age of AI, a Beet.TV Leadership Series presented by Microsoft Advertising” For more videos from this series, please visit this page.
