Advances in artificial intelligence, particularly generative AI, enable marketers to deliver personalized omnichannel experiences to consumers in near real-time, at every stage of the shopping journey.
But by leveraging AI to increase conversions and customer satisfaction through techniques like targeting, personalization, data analysis, and content generation, advertisers should focus on increasing quality and efficiency.
“AI has become a great tool for marketers to reinforce many of the fundamentals of advertising,” said Jim Egan, senior vice president of business development at Integral Ad Science (IAS), in this video interview with Beet.TV.
Measuring success by performance
For advertisers measuring the success of personalization, focusing on performance is key, Egan said.
“It may sound simple, but it’s all about knowing your goals, optimizing your campaign goals, and then maximizing your return on your ad spend,” he said.
“Marketers can leverage AI to reallocate media investments to improve performance across the funnel to drive attention and engagement, but without the issues of scale and achieve 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 to analyze user-generated content (UGC) on social media and the open web.
“As UGC grows, obviously social, but also open AI tools from the web will be used to analyze things like social posts, online reviews, all kinds of user-generated content to to better understand consumer sentiments and preferences,” he said.
“This helps advertisers better understand consumer behavior, identify trends, and then refine their messaging.”
Microsoft Advertising Ad Selection API
The IAS recently announced a expansion of its partnership with Microsoft Advertisingallowing advertisers to measure the impact of their native, video, display and CTV campaigns on the Microsoft advertising ecosystem.
Microsoft Advertising has positioned itself by providing scalability and measurability for executing omnichannel personalization strategies, according to Egan.
“Microsoft Ad Selection API helps advertising work better for both consumers and brands,” he said. “We know that consumers like relevant ads, that they prefer relevant ads, but it’s their personal data that drives that relevance.
“The Ad Selection API is great in that it is designed to protect personally identifiable information at all times, storing and managing it locally on the user’s browser, like Microsoft Edge.”
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