How Synthetic Intelligence Revolutionized (and Will) Revolutionize Video Advertising
Digital and creative
We know full well that AI is one of those acronyms that gets tossed around so much that it’s starting to lose some of its wonders. But that belies its power and importance, because when it comes to the added value of artificial intelligence and its subset of machine learning (ML) for video marketing, it really is worth your undivided attention.
“AI technologies both challenged and empowered marketers,” said Rob Freedman, VP of Marketing at Fourlane. “We have better access to data and can adapt our video content individually to the demographic development of our ideal customer personality. This is an extremely powerful way of getting our message to the right people at the ideal time. “
The uses are numerous. From tapping into niche target markets and creating hyper-personalized content that drives engagement, to achieving that elusive ROI, there are all sorts of ways AI tools can and will take video marketing to the next level.
Nail your target market
There’s a reason mass market channels like terrestrial television have fallen out of favor with marketers. First, they are incredibly expensive. Second, while they offer a yardstick – 68% of adults, for example, watch 50 or more linear TV commercials every day – they do so without any precision. How many of the millions who might see a TV ad actually want to get involved?
It also doesn’t require a blue chip marketing budget to access these tools
Without AI, the same dilemma faces online video. 500 hours of content are uploaded to YouTube every minute – and viewed by more than two billion users. How do you find your target market within this huge audience?
Well, through AI and ML, it is possible to segment an online audience based on characteristics such as gender, age, geography, or even hobbies. This is a great way for a video marketer to know exactly where their potential customers are online.
New geofencing technologies also add another dimension. With the help of location data, AI tools can determine the location of a viewer in real time and transmit targeted video content to their device. For example, a retailer could send out marketing content or special discounts when a prospect walks by one of their stores.
The nice thing is that it doesn’t require a blue chip marketing budget to access these tools either. Platforms like Facebook are building these AI-powered targeting options into their most basic video marketing packages.
Increase engagement with hyper-personalization
For a long time, hyperpersonalization felt like one of those appealing but impractical predictions that made it onto every future trend list. But thanks to AI, it’s now a reality used by big brand marketing teams.
Sometimes referred to as one-to-one marketing, hyper-personalization adds a level of customization to video content that makes it deeply personal to the viewer.
Here is an example. In 2019, a team from Google worked with Johnson’s Baby to create bespoke video ads that reached customers as they reached key milestones (e.g., becoming parents).
They found that all of these video ads went beyond standard video content. Because of this, giants like Netflix, O2 and Deutsche Ban have already incorporated elements of bespoke video content into their strategies.
And as AI becomes more sophisticated, that level of customization is becoming more accessible to businesses of all shapes and sizes.
Monitor ROI in real time
It’s no secret that ROI is the biggest headache for most marketers. How can you prove unequivocally that a TV commercial has led to an increase in sales? How can you link in-store marketing activities to a boost for a specific SKU?
Even without AI, video is already miles ahead of many competitors and offers marketers all possible metrics to analyze performance. This includes search engine rankings, views, length of stay, social shares and click rates, to name just a handful.
Improving live streaming through AI will be groundbreaking
The only challenge is creating far too much complex data that could be processed manually. And this is where AI comes in.
With the right algorithm built in, marketers can automate the analysis of all these metrics in real time and adjust their target market, timing and distribution. It even helps speed up video production while providing feedback on what works and what doesn’t.
And in the future, we’ll likely see this option for live video content as well, Freedman explains.
“The improvement of live streaming through AI will be groundbreaking,” he says. “[With] the ability to give live content producers real-time feedback on who is watching and engaging and who is dropping out. “
The message is really pretty simple: don’t just scrap AI as an unnecessary addition to your video marketing toolkit. Used at the right moment and for the right reasons, it can dramatically improve the performance of online video content – while delivering invaluable insights for your long-term content strategy.