Putting AI to work on digital profitability
Retaining and attracting clients offer a raft of challenges – no need to list them all – but one of the biggest and most enduring is always profitability. Agencies need to keep clients coming back and find ways to make each aspect of digital advertising count more, save more, and deliver more. From more accurate measurement (and more telling click-throughs) to creative development and operational time saving, AI can now make serious operational improvements that boost the success and effectiveness of online advertising – and save serious money too.
World uncertainty abounds at the moment with wars, the ongoing fight with inflation, and a whole gamut of elections coming up in the year ahead. Inevitably this impacts budgets and clients desperately want to get more bang for their buck. In the world of mobile advertising, where competition is fierce and user attention spans are short, making the most of advertising budgets is paramount.
The challenge: How can advertisers increase the quality of clicks and drive greater sales?
The answer: AdTech group, Adludio, has developed an end-to-end, AI-driven digital technology that takes measurement a significant step forward by monitoring and prioritizing user ‘engagement’ over ‘attention’ metrics, utilizing a Cost Per Engagement, CPE, metric. Going beyond just impressions and mileage, CPE is formulated by users’ behavior and their actual, physical interaction with a given advert in the form of swipes, clicks, and movements – a much wider indication of involvement with an advert. AI effectively measures and utilizes genuine attention and also ‘intent’ to ensure that marketing efforts resonate more actively with the target audience, increasing the chances of conversions, and ultimately achieving a higher ROI.
The challenge: Can greater platform efficiencies reduce campaign costs?
The answer: For sure. Online advertising can be cost-effective, especially when compared to traditional methods of reaching consumers, but it still holds costly inefficiencies – many of which are simply accepted as part and parcel of its operation. Adludio’s newly launched end-to-end AI-driven digital platform is reshaping current thinking and opening up dramatically different ways of defining success and achieving results with online activity.
The challenge: My clients are constantly looking for operational cost savings across digital.
The answer: AI, analyses and helps to understand what is or isn’t working in a live campaign. Not only that but it also helps to understand why, allowing it to assess, correct, and make crucial amendments to underperforming aspects of the campaign, whether visual, UX, copy, positional, etc. The crucial and highly economical aspect of this AI-centric platform is that it does not allow a campaign to go to waste – it makes use of campaigns as they run and refines them for optimum results. Changes leading to the success of a campaign (and improved profitability) can be taken immediately, rather than waiting for results to roll in. The implications of improving profitability in its ability to speed up time to live, reduce cost, and also optimize sales are enormous.
The challenge: Clients want to scale up but omnichannel marketing is complex
The answer: You can use a single platform and dashboard to coordinate your entire campaign across channels, making analysis and reporting faster and more cohesive. Adludio’s AI-driven end-to-end advertising platform allows for the seamless alignment of brand values and campaign objectives, while real-time analysis, ensures efficiency and speed. Actions can be taken in real-time to optimize adverts as they run. Going forward, user experiences generated across multiple platforms and business sectors will be used to inform how individual ads are presented to a consumer and by what method, ensuring that the customer experience is constantly improving. The potential upside in profitability speaks for itself. Campaigns may be tweaked, corrected, or realigned early on, even on the first day. Driving this potential increase in profitability – and cost savings - is a more identifiable and positive user engagement that encourages a greater pull-through to sales.
The challenge: My client wants to get into gamification in the search for sales
The answer: Aside from addressing AdOps inefficiencies, an AI-driven platform enables upscaling across channels and also incorporates the advances in gaming technology. Gaming is not new - advanced gaming methods are currently deployed in ads. Part of the Group’s focus has been on understanding the relationship between game interactions and creative features and how this drives up attention rates and offers a further level of transparency that is not yet the norm.
