AI Revolutionizing Advertising

THE PRODUCT

Instreamatic, a tech-forward agency, created a product that combines dynamic creative optimization (DCO) and contextual advertising, with AI at the center. Released for CTV, it generates multiple audio versions of a single creative. While the visuals remain unchanged, AI is used to customize the voiceover, mentioning specific details like the streaming service, TV show, or promotional information based on the viewer. The hopes of this product is to be able to rapidly create various customized voiceovers for the same CTV ad within a few mere seconds.

Instreamatic operates by creating distinct Video Ad-Serving Template (VAST) tags for each audio, enabling advertisers to use any DSP to deliver their creative. It’s important to note that Instreamatic's participation doesn't involve collecting the user’s data or having direct publisher communication. Instead, it aids advertisers in crafting customized content, allowing buyers to apply audience-based targeting via their DSP or ad server.

As we progress through 2023, the integration of AI continues to expand across various industries to leverage its potential advantages, advertising is no exception. In April 2023, it was observed that 26% of businesses had been utilizing AI technology to enhance metrics like customer engagement and conversion rates. Subsequently, numerous websites using AI have emerged or undergone enhancements since then, such as Dall-E 2, HyperWrite, and Snapchat, integrating AI into its distinct domains.

WHO AND HOW DOES THIS AFFECT THE INDUSTRY?

This product is directly affecting specific aspects of both advertising's programming and creative features. On the programming side, it automatically integrates personalized voiceovers for individuals whose data most effectively aligns with the narrative. Conversely, in the realm of creativity, it utilizes AI to generate language alternatives aimed at the company's desired customers.?

Businesses will most likely benefit from Instreamatic's product due to its straightforward and easy-to-use process. Also, businesses will save time on generating diverse phrasing patterns and ensuring accurate data alignment with the appropriate version or channel. This excess of time could be used for an employee to double check AI’s work. In contrast, it’s the employees who will face the highest level of risk. As companies accomplish targeting tasks more efficiently with this technology, the increasing popularity of AI for tasks like these might lead to a reduced need for as many employees.?

LOOKING AHEAD

One year from now, I anticipate a significant increase in the adoption of AI technology integrated into daily tasks of the advertising industry. The extent of progress and trust we have in AI technology will determine what level it contributes towards personalized ads and enhanced granularity. Additionally, the tags accompanying this product serve to standardize advertisements universally. If efforts continue to create this standardization, we might see other products creating templates that make a product easy to use across different servers and DSPs.