AI can be a powerful tool in the digital advertising industry. But how should you use AI and what does the future hold for digital advertising and AI?
We asked Mickael Ferreira, CEO & Co-Founder of Quantum Advertising who was one of the speakers at Native Advertising DAYS 2018.
It’s up to us to find new ways to improve users’ experience with new advertising formats.
What do you see as the biggest challenge(s) in the digital advertising landscape right now?
I think that one of the biggest challenges in our industry is to deliver effective advertising that generates enough income to finance content production without deteriorating the user experience.
Internet users are increasingly disrupted by intrusive ads, so it’s up to us to find new ways to improve users’ experience with new advertising formats.
Another big challenge is to emerge from a saturated market evolving quickly with new technologies, ads formats, etc.
Meanwhile, 20% of this market is shared by stakeholders, the rest is being caught by the main market players such as Google, Facebook, Amazon.
With efficient technology, we will be able to deliver perfectly designed ads for each user.
Which impact does AI have on the digital advertising industry?
Artificial Intelligence is about to disrupt the digital advertising industry by providing powerful solutions to maximize performance and productivity.
It will bring an infinite number of opportunities regarding semantic targeting, precise analytics, user experience improvement, content creation and so much more.
With efficient technology, we will be able to deliver perfectly designed ads for each user. It will increase the average revenue per user (ARPU) and that’s very good news.
I think users are eager to live great experiences through advertising and Artificial Intelligence is one of the keys to achieving that goal.
In which parts of the process do you believe publishers, brands and marketers will benefit from using AI in digital advertising?
It’s safe to say that the main subjects for the publishers, brands and marketers are:
- Analyzing a tremendous amount of data that will provide great insights.
- Using user behaviour targeting to deliver the relevant ads according to each user’s interest profile. Higher targeting accuracy will lead to improved advertising performance.
- Last but not least, the experience. I think users are eager to live great experiences through advertising and Artificial Intelligence is one of the keys to achieving that goal by providing the technology that will help get the most value out of an original idea.
Programmatic advertising is now the norm.
Do you believe AI is or will be essential in digital advertising and native advertising?
Programmatic advertising is now the norm. Tomorrow, the vast majority of digital display ad dollars will transact programmatically.
Programmatic means a lot of data to manage so Artificial Intelligence has a serious role to play as a new technology able to process that amount of data and take quick decisions that no man could ever take.
There’s too much data to deal with for a human being and Artificial Intelligence will be the best solution to solve this issue.
For example, AI is able to learn how visitors respond to different ad units and makes automated adjustments to improve user experiences and total revenue per session. Digital advertising and native advertising will be impacted by that kind of features.
We are about to witness the digital advertising we know entirely disrupted by improvements in AI and machine learning.
What does the future hold for digital advertising and AI?
We are about to witness the digital advertising we know entirely disrupted by improvements in AI and machine learning. So the best is yet to come.
One of the innovations that interest me the most is the automated content creation. AI is indeed able to produce natural language premium contents in an automated way.
Another feature is the conversational experience lead by chatbots. AI will deliver unprecedented opportunities to communicate with users in a personalized and automated way.
Although chatbots have yet to prove their worth for many businesses, I’m convinced that A.I. is one of the keys to unlock the power of conversational experience by connecting chatbots to chatbots, thus improving significantly their shared knowledge and ability to solve users’ issues.
My presentation will focus on the main revolutions that are about to redefine the digital advertising landscape.
Quantum Advertising is an official sponsor at this year’s Native Advertising DAYS and you’re an official speaker at the conference. Why should attendees absolutely not miss your presentation on why content and AI will raise digital advertising’s profile?
Quantum wants to go beyond the native market. That’s why we use AI differently: traditionally used for targeting purposes, we offer a new type of experience which reconciles internet users with the websites that now host immersive and AI-based experiences.
My presentation will focus on the main revolutions that are about to redefine the digital advertising landscape. I think it’s fascinating to take a look at what’s next. We worked hard to deliver a great overview of the main exciting features of tomorrow.
What do you look forward to the most at this year’s Native Advertising DAYS?
Native Advertising DAYS is a great way to meet as many publishers and content agencies as possible. We can’t wait to share our vision and talk with those who could join us for the years to come. See you there!