The Convergence of Performance Media, Gen AI and In-house Models for Advertisers

Having served as the CEO of OLIVER Latin America in the past and currently leading Jellyfish Brazil within The Brandtech Group , I've personally observed the changes in the advertising industry. The merging of performance media, AI and internal models stands out as a thrilling and impactful development in our field.

The Impact of Performance Media

Performance media has transformed how brands engage in advertising. Unlike media buying, performance media focuses on results, be it clicks, conversions, or sales. This data-centric approach ensures that every dollar spent yields results, driving efficiency and return on investment. Advertisers now have the ability to fine-tune campaigns in time to meet their objectives and maximise effectiveness.

One key aspect of performance media is its adaptability and scalability. Through targeting and programmatic purchasing, brands can reach their target audiences precisely with tailored experiences that resonate with them. This enhances the consumer journey and fosters stronger customer relationships based on loyalty.

Generative AI

AI-powered tools are revolutionising advertising practices, from developing engaging content to anticipating consumer behaviour. They are empowering brands to innovate rapidly. Picture a scenario where AI designs advertising copy, creates captivating visuals, and optimises entire campaigns in real-time, like Pencil Pro, named one of Fast Company's Most Innovative Companies of 2024. This isn't just a concept—it's happening at the moment.

Here at Jellyfish Brazil, we're utilising AI to enhance our clients' campaigns, offering them insights, optimisation and capabilities that were previously unimaginable. By harnessing the potential of AI brands can not keep up with the trends but also foster deeper connections and more meaningful engagements with their target audiences.

The In-House Approach: Bringing Expertise Closer to Home

The in-house model has emerged as a strategy for brands seeking control over their marketing endeavours. By establishing teams that collaborate with partners, companies can ensure a smooth alignment of brand vision and execution. This model promotes flexibility, enabling brands to adapt effectively to market shifts.

At OLIVER Agency, we were pioneers of the in-house model, forming customised teams integrated within our clients' organisations. This method streamlines processes and nurtures a culture of teamwork and creativity.

Today, here at Jellyfish Brazil, we are dedicated to promoting this strategy, which empowers brands to maximise their capabilities by incorporating our expertise into their day-to-day operations.

A Comprehensive Approach for Tomorrow

The combination of performance media, Gen AI, and the in-house model is paving the way for the advertising phase. Brands that can effectively merge these components will be well-equipped to navigate the intricacies of the realm and foster ongoing growth.

Looking ahead it's evident that achieving success hinges on taking an approach. By embracing performance media harnessing the potential of AI and adopting an in house model brands can attain efficiency, innovation and oversight. At Jellyfish Brazil and throughout The Brandtech Group we are dedicated, to aiding our clients in seizing these opportunities and flourishing in an evolving market landscape.

Let's continue pushing boundaries and shaping the future of advertising.