“AI Can Be a Marketer’s Competitive Advantage”

Speaker Q&A: How is AI impacting the native advertising industry today and is AI essential in native advertising? We asked Chad Pollitt, VP of Marketing at InPowered
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Artificial intelligence (AI) is beginning to infiltrate every aspect of marketing, advertising, and communications. And native advertising is no exception.

But where and how should native advertisers make use of AI, which impact does AI have on today’s native advertising industry, and what does the future hold for AI and native advertising?

We asked Chad Pollitt, VP of Marketing at InPowered to share some insights. He was a speaker at Native Advertising DAYS 2018.

The other way AI is being utilized in native advertising is in the influencer space.

How do AI and native advertising fit together?

“AI serves two main purposes in native advertising today.

The first is how we at inPowered uses AI – to optimize targeting.

Many of the programmatic solutions have some level of AI technology built into them. The biggest difference between them is which targeting parameters are being optimized by the AI.

RELATED: The Role of AI in Native Advertising – and How to Use It Effectively

For example, we use our AI to optimize toward active on-page dwell time of 15 seconds or more. Studies show that 15 seconds is a good indicator of post-click engagement. Most other solutions optimize towards native ad unit clicks.

The other way AI is being utilized in native advertising is in the influencer space.

AI can be used to identify influencers, to make sure they’re in compliance with disclosure or other agreed upon terms, and to report on many unstructured data streams and analytics across social networks.

There are other ways AI is being used, too, but these are the biggest value adds to native advertising in my opinion.”

How is AI impacting the native advertising industry today?

“The biggest impact AI is having on native advertising today is the elimination of waste.

Online programmatic paid media has been notorious for waste, fraud and abuse over the years. Not just native advertising, either. One study by Chartbeat Analytics showed that 66% of all programmatic native advertising clicks bounce in less than 15 seconds.

This means in order to get one engagement an advertiser would have to pay for three clicks. That’s a waste of 2/3rds of the budget.

AI is helping to eliminate this problem.”

AI will soon be able to even write long-form native content, too.

AI can be used to many things – how can AI be used in native advertising?

“AI is really good at looking at very large structured and unstructured data sets and learning from them. Assuming the data is accurate, the more data the more the AI can learn and predict and prescribe actions.

So in that regard, anything a marketer, advertiser or journalist does that generates very large quantities of data can benefit from AI.

RELATED: Native Advertising, AI, Blockchain and Influencers – a Match Made in Heaven?

If we can teach AI to beat the world’s number one chess master I don’t see a reason we can’t teach AI to completely run our native programmatic campaigns from creative to real-time bidding, to optimization and reporting. AI will soon be able to even write long-form native content, too.”

AI can be a marketer’s competitive advantage.

Do you believe AI is or will be essential in marketing and native advertising?

“She who learns fastest wins.

AI empowers marketers, advertisers and journalists to learn fast. Without AI, a person would need a team of data scientists to interpret huge data sets in order to predict or prescribe actions. Most marketers don’t have access to a team of data scientists.

However, with AI, they don’t need access to data scientists. The technology handles that task for them.

AI can be a marketer’s competitive advantage.”

We’ll start seeing AI being used in native advertising to evolve into more of a prescriptive technology, as opposed to a predictive technology.

What does the future hold for native advertising and AI?

“I’ve hinted above at some of the future possibilities. However, generally speaking, in the near term future, we’ll start seeing AI being used in native advertising to evolve into more of a prescriptive technology, as opposed to a predictive technology.

Meaning – rather than analyze data to give a series of predictions — the technology would choose (prescribe) the best next action and actually execute on it.

The vast majority of AI use cases across all verticals are strictly predictive in nature today. Here’s a list of some future AI uses in native advertising:

  • Creating native copy and choosing creative assets
  • Managing programmatic native campaigns
  • Writing performance reports and interpreting analytics”

 I’ll peel back the complications and talk marketer to marketer about what AI is.

You are an official speaker at this year’s Native Advertising DAYS. Why should attendees at the conference absolutely not miss your presentation on marketing and artificial intelligence?

“AI can be a very complicated topic for an engineer to wrap their head around. If it’s complicated for them just think how many marketers feel today trying to understand AI and how to take advantage of it.

In my session, I’ll peel back the complications and talk marketer to marketer about what AI is, why it’s important, and how it can be taken advantage of. Remember, she who learns fastest wins.

Those marketers who seek a competitive advantage in the marketplace will definitely want to attend my session.”

Networking, awards and sessions are my three favourite parts of Native Advertising DAYS.

What do you look forward to the most at this year’s Native Advertising DAYS?

“Networking, awards and sessions are my three favourite parts of Native Advertising DAYS. Having my industry peers from around the world gathered in one place is a huge opportunity for networking. I always leave having made many new friends and industry colleagues.

Also, the sessions are delivered by the most respected experts in the world. I always learn many new things by attending sessions.

And lastly, the awards are great because you get to see the best of the best use cases across all of native advertising and meet the people responsible for them.”

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