However, worldwide lockdowns did not prove to be the death of the media buy, but rather sparked an evolution in digital-mobile first strategy and the acceleration of consumer awareness of data collection and privacy.
Creating Deeper Digital Connections
“Utilizing machine-learning and automation in user acquisition is only likely to accelerate in adoption. Many digital networks are introducting more products relying on machine-learning to best optimize companies’ user acquisition activity.”
Leveraging New Platforms
“Omnichannel advertising is becoming more and more of a reality. What has been restricted to desktop and mobile will become available for the (connected) TV, audio, gaming, and on high street with digital out of home.”
The Reign of First Party Data
Leveraging The Power of AI
Teams who are adapting and leveraging these advances in automation and AI are reaching and obtaining more relevant clients at a faster rate than ever before. Not only that, automation strategies are freeing up time for many teams. This means they will be able to better analyze and leverage the information AI utilization data is providing on their consumers to better optimize their strategies to directly increase their ROI.
Tailored Ad Development
Advances in AI are helping teams to analyze multiple creative elements of ads at once, leading to a better ad creative development strategy. Teams utilizing this type of AI data can create a multitude of ad variations thus better tailoring ads to micro-subsets of consumers. A practice that appeals to the modern consumer and allows for brands to better engage their ideal customer through ads that resonate on a more personal level.