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AI transforms advertising industry Dynamics

Generative AI

Written by Diem-Quynh Do on Digilah (Tech Thought Leadership).

My Bio:

Hi, I am Quynh. I am currently a 3rd year Communication Studies major at Nanyang Technological University. Back in my first year of university, generative AI was largely an unknown topic. Fast forward to the present, it is the central point of every discussion about the use of technology in communication and media. Witnessing this swift change is the motivation for me to reflect on my experience with these tools and ponder the question: Is generative AI the future of my industry?

Read my research article below:

Generative AI (Gen AI) took center stage as the prominent buzzword of 2023. This technology revolutionized every single industry for its capacity to quickly generate various types of content including text, images, audio, and more. Its extraordinary capacities led to significant workforce changes and stood behind some of the major layoffs in the past year. That said, how is Gen AI transforming the advertising landscape, and where does it stand in an industry where it does what it does best – generating text and images?

The buzz around Generative AI

Gen AI first existed in the ’60s century in the form of chatbots. However, it was not until recent years that they became widely accessible and adopted by internet users worldwide. While Gen AI can assist all sectors in their day-to-day tasks, the implication of the current technology, which is to generate various types of media, remains the most relevant in the advertising industry.

In their original forms, text generators stand as a revolutionary tool for communication specialists and advertisers with their ability to churn out ad copy and refine written pieces in no time. Image generators are also widely utilized and proven to be a cost-effective and time-efficient alternative.

But the potential of Gen AI does not stop there. Big players in the tech industries are also bringing generative AI into their products. Adobe Photoshop, the household name for all professional creatives, introduced their AI-powered Generative Fill in early 2023. This feature was widely celebrated, as it helps to significantly reduce the time spent on creating and editing media assets.

 Adobe Photoshop Generative Fill (Source: Adobe Support)

Canva, catering to non-professionals, also incorporated AI to swiftly assist users in discovering templates along with the AI image generator and other capabilities.

Canva’s Magic Studio, powered by AI (Source: Canva)

Google also introduced a new Gen AI tool for their Google Performance Max partners. This innovative tool will aid advertisers in asset creation, ad copy generation, and more.

Google’s AI-powered ads tool (Source: Google)

These tech giants saw a trend in advertisers’ habits: a desire for tools that facilitate swift content creation, allowing more time for other meaningful tasks. It is also a strategic move to cut the budget on outsourcing designers and writers and produce content in-house with the help of AI.

The confined box of AI tools

While Gen AI exhibits extraordinary capabilities, it fundamentally remains a product crafted by humans and acquires knowledge through the datasets fed into the system. Therefore, its generating capacity is limited by what is available in the training dataset.

A prominent example is a trend that blew up on TikTok. Taking advantage of the new image-generative feature of ChatGPT, users create prompts that ask AI to generate different sets of images. All went well until a user took a step further and asked ChatGPT to generate an image of a hamburger without cheese. To our surprise, AI failed at this simple task despite the creator’s effort to rephrase and work around the instruction.

The user is asking AI to create a hamburger without cheese (Video: https://www.tiktok.com/@teddywang86/video/7315228986072681733)

The internet community went wild, with many joking about how “they said AI will take over the world”. But what is left after a good laugh is the acknowledgment that AI’s capacity is limited. As most hamburgers in the training dataset have cheese, AI faces difficulty creating one without it.

Generally, Gen AI tools’ capability is limited by specific tasks assigned to them and the quality of the data used for their training. They can only perform certain tasks or only have the knowledge up until when it was trained. Those who use Gen AI in their work must have a good understanding of the limits of this technology, use it to assist only in relevant tasks, and double-check the quality of the work.

How far is AI from us?

Just as advertising professionals must undergo training and years of experience to excel at their job, Gen AI also requires training to adapt to the specific tasks that it is assigned.  It is undoubted that with enough time and investment, Gen AI will become even better at producing results and catering to specific industries, including advertising.

But in this specific case, the learning curve might be steeper for AI than it is for humans. The supporting arguments often center around two key aspects: flexibility and originality.

Text AI generators, most prominently ChatGPT, are known for their limited flexibility in writing. While they can be instructed to adopt different styles, some users remain unsatisfied or frustrated as the result does not precisely meet their expectations.

A simple instruction to ‘energize’ a piece of text may return a copy that is oversaturated with emojis and buzzwords. The absence of ‘empathy’ in current AI technology also hinders their ability to produce written pieces that effectively address the intricacies and nuances of communication tasks.

The conversation surrounding originality often involves copyright infringement. This concern originated from the fact that third-party material might have been used in the process without permission. While referencing past artworks is a common practice in the creative industry, the added touch of human creativity somewhat mitigates these concerns.

To conclude, the fact that Gen AI does not seem to have ‘creativity’ on its own will continue to pose concerns about its range of capabilities and the originality of the product created. Yet, Gen AI remains a powerful tool that can elevate human creativity by offering new ideas and bringing in new thought dimensions.

Most asked questions

Do AI tools have a confined set of capabilities?

Does ChatGPT always give satisfactory results?

How will Gen AI help the advertising industry to evolve with time?

Most asked queries

ChatGPT

Canva

Adobe Photoshop

Copyright infringement

Generative AI

Hello readers! Hope you liked what you read today. Click the like button at the bottom of this page and share insights with your colleagues and friends!

For more such amazing thought leadership articles on technology follow Digilah people.

Categories
Ad Tech

Sustainability Standards – How Did the French Market Organize Itself for a More Sustainable World?

sustainability

Written by Estelle Reale on Digilah (Tech Thought Leadership).

The advertising industry, like others, must respond to the urgency of climate change. It should promote responsible consumption, transparently communicate commitments, and integrate emissions reduction across various media platforms (Digital, TV, Radio, OOH, Print…).

The good news is that sustainability standards

are being implemented.

In October, the Global Alliance for Responsible Media (GARM) and Ad Net Zero established several working groups to create a global framework for media sustainability. The complete set of guidelines is expected to be published at the Cannes Lions Festival.

As France has been at the forefront of this topic, here’s an overview of what has happened over the past year.

Ad Sustainability Frameworks

Last year saw the launch of several cross-industry initiatives, including the implementation of frameworks that provide general guidelines for carbon footprint management. 

French trade bodies and associations, such as Bureau de la Radio for Radio & Digital Audio, SNPTV for Linear TV and CTV, Le SRI and Alliance Digitale for Digital, published their framework for carbon evaluation focusing on the campaigns’ delivery.

These standards were then incorporated into the Union des Marques meta-framework (local Federation of Advertisers) published last month under the name “OneFrame.” It is likely that the GARM and the WFA may draw inspiration from this industry initiative.

Methodology Used to Evaluate Carbon Footprint

Each trade body agreed on specific rules and practices to enable carbon footprint analysis. For example, they excluded the production of creative assets from the analysis. They also decided to assess the evaluation based on the delivery of the campaign life-cycle.

The Life Cycle Assessment (LCA) methodology was developed with the assistance of carbon experts and industry professionals from the buy-side and sell-side of the business.

The analysis includes several scopes: the manufacturing and life-cycle of users’ devices, the manufacturing and life-cycle of network components and allocation, and the manufacturing and life-cycle of networks and servers required for delivering the ad.

For CTV, Catch-up TV, or Audio campaigns, the LCA methodology is based on the SRI/Alliance Digitale guideline. The methodology considers the campaign’s booking method (programmatically or IO based) and the number of paths required for delivery in programmatic.

What followed?

In addition to the trade bodies, the industry is becoming increasingly mature in this area, with agencies such as GroupM, Publicis Media, and Dentsu developing their own evaluation tools and providing numerous trainings for their teams to better consider environmental responsibility.

Alliance Digitale also published a guide promoting a list of sustainable practices for programmatic buyers and traders. The guide offers recommendations grouped around several key principles:

     

      • Eliminating wasted ad impressions and unnecessary data

      • Activating low-carbon targeting (e.g., Wi-Fi vs 4G for mobile campaigns, contextual vs data…)

      • Delivering lighter creatives and formats (by reducing the weight of the creative with relevant tools)

      • Measuring and evaluating the carbon footprint of campaigns with appropriate solutions like the one proposed by DK.

    A guide including best practices with proven case studies is available. All this shows that sustainable development is no longer an option.

    What’s Next?

    To manage campaigns with sustainability in mind, the market is discussing a new KPI that can include carbon data. Although nothing has been finalized, many imagine a common cross-media KPI.

    Discussions revolve around the carbon weight per euro of media spent and the carbon weight per second. The former encourages optimizing the formats used with a constant marketing budget, while the latter enables comparing the footprint per second of exposure of the ad message.

    This KPI can also be easily used alongside classic KPIs such as viewability, view-on-time, CTR, attention, etc. Measurement solutions like DK offer to directly integrate this KPI into clients’ dashboards.

    Founded in 2021, DK is a French company that aims to promote the transition of media and advertising towards a more responsible and sustainable world. DK provides three types of solutions based on the client’s level of sustainability maturity:

       

        • Audit & Consulting: Conducting campaign audits on various channels including CTV, Linear TV, Radio, Digital, Audio, Streaming Video, and Display.

        • SaaS platform with dashboards for visualizing data.

        • Estimation API for directly integrating carbon data into clients’ dashboards.

      As the market moves forward, we are seeing the first consolidation of tech and measurement players. For example, DK has recently acquired its main competitor, Bilobay.

      Most asked questions

      What is meant by carbon footprint?

      How does advertising affect climate

      Most asked queries

      SaaS(Software as a service)

      Carbon footprint

      API integration

      Hello readers! Hope you liked what you read today. Click the like button at the bottom of this page and share insights with your colleagues and friends!

      For more such amazing thought leadership articles on technology follow Digilah people.

      Categories
      Digi Tech

      How Email Marketing Can Empower Your Business

      email marketing

      Written by Sheenah Lozada  on Digilah (Tech Thought Leadership)

      Let’s go back to memory lane. Imagine the day when there was no email. Most of the marketers rely heavy on traditional mail for advertising. These are in the forms of flyers, catalogues, promotional letters sent via snail mail and delivered by your favorite postman.

      When I was growing up and now, my mom an avid fan of Readers Digest, and we always looked forward in the mail on a monthly basis for it to arrive. She has cooking book subscriptions as well that we are eager to receive and try out some of the recipes. 

      The agony of waiting……… 

      Thankfully today, it is very convenient in just few clicks you can subscribe to your favorite brands, cookbook, etc.  No more waiting… 

      Email has tremendously transformed how many businesses can reach through their customers immediately and establish a rapport where they have the option to choose the content they want to receive.

      Let’s dive in to know the History for Email Marketing 

      1971 – Ray Tomlinson sent the first email message which either said “Test 123” or the top row keys, “QWERTYUIOP”

      1972 – Larry Roberts created an email management database that let users list, select, forward and respond to email messages.

      1978 – Gary Thuerk, a marketing manager at Digital Equipment Corporation, sent the first email blast to 400 Arpanet advertising machines. This generated $13 million in sales.

      1982 – Electronic mail message becomes the “EMAIL”.

      1988 – Spam was introduced.  Inspired by those who are angry receiving email blast the word spam is added to the Oxford English dictionally. 

      1989 – Lotus Notes 1.0, was launched as the first widely use email software service.

      1991 – The internet was born. Everyone was using it. 

      Late 1990s – Email service was introduced. Microsoft released Internet Mail (now Outlook) and Hotmail launched in 1998. The same time HTML was introduced to add characters to emails using custom fonts, colors, graphics and formatting.

      2003 – CAN-SPAM was introduced in the U.S, it was signed by President George W. Bush. This prompts businesses to reduce sending unsolicited emails and include sender details and unsubscribe link in every message.

      2009 – The introduction of Responsive Emails which enables readers to use their desktop, smartphones, or tablet to access and read emails.

      Today – Email marketing is an integral part of the any digital marketing strategies that marketers are using to nurture their customer communication in the most cost effective way.

      Source: https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/

      Despite the growth and prominence of mobile messengers and chat apps, email global users amounted to 4 billion and is set to grow to 4.6 billion users in 2025.

      The global emails received and sent worldwide was approximately 306 billion in 2020. It is projected to increase to over 376 billion emails on 2025. This data shows that the trend towards mobile also is true for email.

      As we know that the consumers interaction is multi-event and multichannel

      These are some of the marketing strategies that you can invest with.

      • Inbound marketing
      • Content marketing
      • Email marketing
      • Search Engine Optimization(SEO)
      • Social Media
      • Paid Advertising
      • Mobile Marketing

      One thing for sure is that email for marketing isn’t going anywhere. It will continue to be a staple part of any marketing strategy for all types of businesses.

      COMMON SEARCHES:

      Email marketing tools

      Email marketing meaning 

      Email marketing example 

      Email marketing service

      Email marketing examples 

      Types of email marketing

      Email marketing ideas

      Email marketing benefits

      WHAT PEOPLE GENERALLY ASK

      What is email marketing and example?

      How do businesses marketing?

      What is an email marketing strategy?

      What is email marketing and its benefits?

      Categories
      Ad Tech

      Shaping the way of digital advertising

      Written by Alex Martinez on Digilah (Tech Thought Leadership)

      The relationship that people have with the consumption of content in digital platforms is constantly changing.

      As an audience, our needs change, the way we consume information and what we expect from the online experience when we enter a website or an app. The truth is that as digital consumers we are increasingly demanding.

      All the parts that make up the digital world make a great effort to adapt to these demands.

      One of these is to provide a pleasant online experience. What factors can determine this? A well-worked UX (user experience), and that the user finds advertisements according to their interests.

      It is on this last point that we decided to work in order to contribute our technological value.

      Five years ago, together with Ricard Luquero and Pablo Salinas, we founded Adpone, an advertising technology company with a very clear mission: to shape the future of advertising with in-house technology to achieve high performance.

      We developed a technology that is little known to most people: a solution that places premium brand ads on websites from all over the world.

      This solution meets the needs of digital players so that they can continue to offer their audiences free and quality content.

      What are website owners and advertisers looking for? Let’s break it down.

      Publishers want to make the most out of their traffic.

      By monetizing advertising inventory

      The vast majority of websites generate income through advertising. This can be done in different ways, but it is usually done by placing banners or videos in the body of the website.

      By ensuring a great online experience

      Journalists and content creators make a great effort to generate original and quality content, and to position it organically in search engines. All this, to build trust in their audiences and make them want to return to the website.

      For this to be possible -and at the same time profitable- the advertising they show must be consistent with each content.

      Advertisers seek to make good impressions.

      By reaching their target audiences

      Every advertising campaign has at least two parts. The first is to design compelling creative content. The second, to implement this campaign by placing the ads on websites according to their content. This used to be done intuitively, now it is done through advertising technology.

      By placing their content in the right place

      Context matters. Let’s imagine that a user is reading a news story about the use of toxic fertilizers in soy production and suddenly a banner of a brand of soy-containing veggie burgers appears. Obviously the impression of the brand will not be positive.

      Agencies like Adpone are responsible for placing the ads in the right context.

      In short, providing a pleasant online experience, having a profitable website and providing adequate advertisements is possible thanks to adtech companies.

      At Adpone, we sum it up as #impressionsmatter.