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