Artificial intelligence is already an effective marketing tool in large-scale marketing channels, but recently it has made headway in mobile video advertising. A recent survey of 1,000 mobile users asked if after watching a mobile video ad whether viewers were inclined to buy a product.
Nearly half of those surveyed said they never bought a product after watching a commercial video. Additionally, when asked why this was the case, 51 per cent stated they were not in the market for the product at that time of viewing and 29 per cent said the adverts were not relevant. These statistics for mobile video viewers indicated that advertising is not being delivered at the correct point in the purchase funnel or to users who were likely to change their minds, ultimately wasting marketer’s budgets.
“The challenge many brands face is getting ROI from their digital campaigns and achieving the marketing goals” comments Stephen Upstone, CEO LoopMe. “Clicks were used to judge the impact of campaigns simply because there was a lack of other reliable metrics to use for optimization or reporting."
The new way of delivering campaigns is to combine AI with third party brand research from Nielsen and On Device, to expressly target users who have shown the greatest likelihood of moving along the purchase funnel. Throughout each campaign a sample of users will be surveyed to determine its ongoing performance against brand metrics like brand awareness, favorability or purchase intent. That's at least according to video platform LoopMe, which has announced new optimization and reporting technology, PurchaseLoop that helped deliver the results.
Results also found that the implementation of AI technology can allow advertisers to act on metrics that impact on revenue. It enables them to also overcome the challenge of identifying users who are in market for their product, improving ROI and their understanding of what works for their brand.
Further, while the performance of digital campaigns has traditionally been measured by views and clicks, the impact CTR has on brand metrics such as purchase intent, and subsequently on consumer purchase behavior and ultimately brand revenues, has been called into question. Research by Nielsen, which examined the link between clicks and offline purchase behavior, suggested there was no correlation between CTR and sales.
Meanwhile, with programmatic advertising as a whole reaching a tipping-point, it has more than doubling each year for the past two years. But as mobile has become number one for consuming content and marketing, it has also become the biggest area of opportunity for programmatic, according to research by RBC Capital Markets.