AI Video Retooling Creatives For Contextual CTV Ads

-

 

                                                                                           Cannes Lion Creatives

Last year, more Cannes Lions Awards entries than ever used AI. Some 7.3% of all 2023 entries mentioned AI in their synopses compared with 3.7% in 2022. Lion-winning work showed how AI can enable human connection. For instance, Creative Commerce Lions Grand Prix winner, HungerStation’s ‘The Subconscious Order’, by Wunderman Thompson, Riyadh, used creative AI in a delivery app.

CTV Ad Operations

By delivering hyper-relevant ads to each viewer that speak to their needs in the moment, contextual CTV ad campaigns empower marketers to capture far greater engagement and ROI, and—most importantly—to connect brands with customers on a more meaningful level. Generative AI is able to dynamically produce unlimited variations of an original ad campaign, and to generate new content instantly based on real-time factors.

Agency Client Creative

Marketers leveraging generative AI and contextual CTV ads can utilize generative AI’s voice synthesis capabilities to create hundreds (or even thousands) of ad content variations automatically, without necessarily needing to engage with voice talent at all. This real-time ad generation also enables up-to-the-minute adaptations to ad copy to maintain relevance. For example, contextual CTV ads can call out the viewer’s city, the time of day that the ad is playing, the name of the app or platform the viewer is watching the CTV campaign on, and even the current weather at the viewer’s location.

Contextual CTV Ads

Marketers can also increase ad relevance and the appeal of specific content by including the nearest brand locations, promo codes, localized partners and offers, daily events, and other information that provides the ad viewer with a call-to-action customized just for them.marketers can leverage the same AI-powered targeting that’s used to deliver the right content to the right individual viewer at the right moment to also vet their audience targeting, and focus ad spend on CTV viewers most likely to be interested in the particular solutions and products on offer. 

Campaign Optimization

Generative AI for contextual CTV can also optimize messaging at scale by A/B testing ad creative and generating new content on the fly, based on what the data says is most engaging and converting the best with customers. That gives marketers the tools to wage campaigns that are continually optimized, from campaign start to campaign finish. For more information, generative AI video advertising on connected TV is forecast to reach $130 billion by 2028 www.ctvma.org.au/news

Comments

Post a Comment

Popular posts from this blog

Global Connected TV Media Forecast Trends 2024

-
Image
                                                                                 Connected TV Apps-based Viewing Global ad spend is on course pass $1 trillion ($788.6 billion) for the first time in 2024, following the growth of 4.4 per cent this year and a further 8.2 per cent in 2024. R etail media and connected TV (CTV) a fifth of all spend, will drive growth into 2024 – are poised to see significant investment from brands over the coming 18 months. With t he rise of CTV, we are seeing once again the value advertisers place in leveraging first party data to target the right message to the right person at the right time. Audience Adoption This transition toward CTV points to a broader shift in consumer behavior, as traditional TV consumption patterns are disrupted by the rise of on-demand content and streaming services.  The value chain of smart TV home screen app prominence is likely to result in the popularity order ranking based on usage as global app-based TV viewing surpasses set
Read more

Connected TV Advertising Forum 2024

-
Image
  AD FORUM 24 The Connected TV Advertising Forum 2024 brings together the world's leading CTV marketers, innovators, and ad professionals. Set against the stunning backdrop of Barangaroo Sydney, this event promises to be a game-changer for the connected TV advertising ecosystem.  The Event Our forum offers invaluable insights, networking opportunities, and actionable strategies for companies to navigate the ever-evolving global landscape of connected TV advertising.  Key Details: Date Schedule: November 2024  Location: Barangaroo, Sydney Australia Format: In person and live streamed Brand Marketing, B2B Cloud professionals in Ad Tech, Programmatic, OEM Hardware, Operating Systems, Broadcasters, Telcos, Media Buyers, Publishers, Studios, and Streamers with 35 Asia-Pacific Guest Speakers, 3 International VIPs. Attendees: 650 attendees in person, with live streaming to a global B2B professional audience estimated at 11,500 online registrations across the UK, Australia, As
Read more

OpenRTB 2.6 Dynamic Ad Podding for Connected TV

-
Image
                                                                                                   Ad Podding OpenRTB 2.6 Since our adoption of OpenRTB 2.6 updates we explore what these mean for providers on both the buy and sell sides of CTV, to help improve how connected TV inventory is transacted will be instrumental in scaling CTVs bright future.  When planning your next CTV campaign, it's worth asking your partners whether their publishers have plans to implement these changes. Early Adoption Bringing elements of traditional TV to programmatic media buying and selling, ad pods bridge the gap between disparate viewing environments and help to deliver optimal ad experiences for CTV viewers. The consensus is to keep loads to a minimum for higher premiums on attention with averages of 5 minutes per hour against a linear threshold of 7 minutes rates vary. Dynamic Ad Pods Dynamic Pod bidding signals are an important feature of the oRTB 2.6 spec that allow key information about the p
Read more