iab: Artificial Intelligence in Marketing Report
Interactive Advertising Bureau (iab) published report covering all the intelligent ways of how marketers are using AI today, including voice dialogue marketing powered by the Instreamatic platform.
From the report:
When it comes to marketing and advertising, AI is extremely pervasive, with at least 80% of the digital media market likely to be using some kind of AI in advertising this year. In fact, modern digital advertising as we know it today wouldn’t exist without AI. AI is used to profile visitors to a website or app, then that information is used to target and deliver ads to a network of platforms and services that play different roles at each stage of the advertising supply chain.
We’re seeing AI analyze customer behavior to make smart recommendations based on attributes such as age, gender, location, and millions of other data points that marketers can use to reach the right customer at the right time. And we’re already seeing unique web pages that are built on the fly just for individual consumers — a custom shopping catalog for one, compliments of AI. AI-powered conversational intelligence like chatbots and voice-enabled platforms like Alexa are also radically changing our ideas of what digital marketing can do.
IKEA and media agency Wavemaker tapped Instreamatic to launch a new voice-enabled ad campaign that could take advantage of Instreamatic’s AI-powered dialogue advertising platform. The campaign sought to promote IKEA’s new line of bedding products. To do so, the IKEA campaign used audio ad creative that prompted listeners to interact in a conversation with the brand, browse a list of new products, and hear IKEA sing a lullaby — a catchy jingle — about the products selected. The ads were played on music apps in mid-roll positions, and on digital radio apps in the pre-roll position.
Using natural language understanding (NLU), the voice AI core within Instreamatic’s platform enables listeners to interact with audio ads through natural and conversational dialogues. The ad creative for IKEA’s campaign made smart use of these capabilities to prepare a range of responses depending on the user’s reactions to certain prompts. The Instreamatic platform’s AI technology uses deep learning to continuously increase its vocabulary, its understanding of user intent, and its predictive power. These capabilities let IKEA iterate on ad creative that optimizes both ad experiences and campaign performance.
