Artificial intelligence is having a transformative impact on industries across sectors – including media buying and planning.
According to a Think with Google report that was published in February, “We’re in a new era of marketing, one where AI-driven tools will reinvent how advertisers plan, buy, and optimize campaigns across platforms.”
With benefits of AI tools including improved data analysis, increased efficiency and enhanced personalization, it is easy to see why the industry has been adopting this technology at a rapid pace.
Adoption of AI tools in the industry today
Recent research has found that:
- Nearly 60% of US ad buyers had used or planned to use AI-powered performance advertising products according to eMarketer.
- Two in three (66%) of US digital ad-buyers were either using AI or planning to use AI for ad personalization, according to eMarketer.
- Some 57% were using AI products from platforms for media buys, including Google Performance Max, Meta Advantage+, Microsoft Performance Max, Amazon’s Performance+, Pinterest’s Performance+, LinkedIn’s Accelerate, and TikTok’s Smart+, eMarketer reports.
Many experts anticipate rapid growth of the use of AI, with Ben Hovaness, chief media officer at OMD, part of Omnicom, predicting in the Wall Street Journal in March that “AI buying agents are going to be directing upwards of 80% of digital media buys by 2030.”
How Mediaspace is staying ahead of the AI curve
Mediaspace continually seeks new tools, resources and partners to leverage the latest technologies, including AI. Currently, the team is employing AI technology to support planning, research and reporting.
Plus, Mediaspace’s in-house programming buying and data platforms leverage a robust suite of AI and machine learning-powered features to generate better outcomes for digital advertising campaigns, using predictive modeling to find and optimize audiences and bids based on KPIs. The platform utilizes machine learning and algorithmic learning optimization to help our clients achieve optimum value and success.
The most important part, however, is Mediaspace’s extensive industry expertise, which enables us to implement AI technology in combination with expert analysis and strategy based on decades of experience.
The combination of the team’s knowledge with the latest tools and technologies drives the best outcomes for Mediaspace clients, streamlining the process and optimizing results.
