In the final phase of the year, advertising and marketing managers are thinking about what awaits them in 2024 and, above all, how they can deal with it. Expectations are high, especially when it comes to a hot topic like artificial intelligence (AI). Its impact is global and its integration is extensive, influencing the skills, technologies, workflows and business models of many sectors. «AI has been present in the digital advertising industry for years, but it wasn’t until 2023 that it took the decisive leap. We have seen the greatest advancement of this technology in history and its development will continue at a rapid pace in the coming months, offering brands and advertisers more opportunities than ever due to its ability to optimize online campaigns.“, Explain Alex Martínez, EXTE CSO.
In 2024 Advertising is becoming more personalized, relevant and original thanks to AI. EXTE experts analyze the top six AI-driven innovations and trends expected in the near future.
Unlimited customization
Thanks to AI, companies use sophisticated algorithms to collect and analyze data, including real-time and contextual information. The result is that brands can Improve and adapt messages in a much more targeted mannerin order to reach the relevant target group in the most effective way.
«We are developing a level of hyper-personalization that was unimaginable just a few years ago. We are in a new consumer-centric era where campaigns truly connect with audiences“, It says Borja Valdivielso, Head of Digital at EXTE.
Campaign optimization
The industry, so used to A/B testing, will now be able to create many more variations of the same ad thanks to AI. These increasingly modern design and text tests enable variations and comparison of user behavior. Another advantage is this Content performance optimization. Image recognition allows you to easily measure and improve the visual quality, relevance and impact of images, videos and graphics.
From assessing clarity to suggesting adjustments to improve appeal, this technology helps businesses understand the effectiveness of their visual elements Optimize marketing strategies, especially on social networkswhich guarantees a solid positioning compared to the competition.
Contextual advertising
While traditional advertising relied on superficial parameters like age, gender and geographic location, AI integration takes targeting a step further by tracking spending habits, browsing behavior and other more granular metrics to paint a more accurate picture of consumers and their interests.
«AI allows advertisers to better understand the context in which an ad is displayed, which will result in more targeted and less intrusive advertising. Ads adapt in real time to the consumer’s situation and mood, improving the user experience and increasing campaign effectiveness“, Comments Álvaro Pastor, CMO of EXTE.
Advertising in augmented and virtual reality
In 2023, the foundations of technology technologies will be laid. immersive advertisingand that Expanded reality (AR) and Virtual Reality (VR) have established themselves as effective tools in the field of advertising creativity. These types of experiences allow consumers to interact with products and brands in relevant and engaging ways. The idea of walking through a virtual showroom or trying on clothes through a digital mirror not only enhances the brand experience, but also promotes recall and awareness while strengthening emotional connection and increasing engagement.
Innovation and continuity across all channels
As connected television (CTV) advertising gains traction, the value of artificial intelligence and machine learning technology lies not only in its ability to process massive amounts of data and optimize outcome predictions; enable fluid communication in real time between those involved in the digital television ecosystem.
«As consumers use a greater number of platforms and channels to access content, and with increasingly stringent updates to user privacy, advertising based on (third-party) cookies will soon become obsolete. Therefore, emerging advertising channels must respond with innovative approaches to optimize the value of publishers’ ads and advertisers’ return on investment without sacrificing ethical data processing.“, It says Alex Martínez, CSO of the company.
Reassessing Creativity
As technology advances and enables greater personalization and optimization of ads, creativity remains the key factor in the success of advertising campaigns. The AI can help brands identify insights and trends that allow them to create more effective and engaging ads for their target audience. However, creatives are still essential when it comes to generating ideas and creating promotional content that appeals to consumers and crosses cultures.
«Like all previous technologies, AI is nothing more than a tool, albeit a very powerful and revolutionary one. Therefore, the challenge is to be more creative than ever and use this to generate new opportunities, more value and growth.“closes Juan Miguel Lapido, CCO of EXTE.