Earlier this month, more than 15,000 brands and agencies gathered together in London for MAD//Fest 2024, three days of speakers, networking, brand innovation pitches, masterclasses, experiential activations, and more, all designed to connect and inspire festival attendees.
During MAD//Fest, dentsu X hosted the Impactful Brand Experiences: Media, AI, and the Future of Creativity session led by Lee Mabey, Managing Partner at dentsu X, and featuring Amy China Wire, VP of Teads Studio UK, and Jamie Toward, Head of Data at Teads UK.
The conversation between these three experts explored innovative strategies available to marketers looking to use new signals to design new audiences. How can marketers identify digital signal patterns gathered from quality site visitors and use that data in AI training sets to plan more efficient media buys and guide more impactful creative? What does that mean for sustainability?
Data Signals
Humans are by nature limited to seeing only about 50 dimensions of data out of an estimated 14 billion signal patterns. AI can surpass such human limitations and empower planners to change and expand the way they look at signals. “Male and female, and how old you are, and what you're interested in probably isn't as important as some of the other signals that you're giving off.”- Jamie Toward
Creativity and Attention Are Tied to Sustainability and Privacy
AI brings efficiency to media planning and digital media buying. When planners combine smart media strategies with bespoke creative planning, they can maximize their creative to deliver impact through a carbon efficient lens.
“You're going to serve less impressions in order to achieve the same level of outcome. Less impressions is less carbon and therefore the sustainability … piece is fully supported and it's a really big plus for that.” - Jamie Toward
“What we actually see is that by optimizing assets, … we’ve already reduced the carbon load. And when you combine that with … the smart kind of media that we're delivering with actually some really exciting, impactful creative, we're making the most of every single one of those kinds of impressions to really deliver, deliver, deliver impact. Some of our really exciting interactive formats … are delivering more from an attention point of view.” – Amy China Wire
With humans demanding more privacy, the technologies marketers use to track, target and measure people signals will be increasingly challenged. “We’re going to need AI to do the math in order to try and protect people’s privacy.” - Jamie Toward
Looking Forward
“When many of us talk about the transformative effect that AI is going to have on business, [we recognize] it is here to stay, and we need to work out how we can operate with it.” – Lee Mabey
AI empowers marketers to create efficiencies and automate what can be automated. We can use AI to generate mass versioning of creative to deliver a specific outcome, which frees marketers’ time to focus on the big ideas. Marketers who combine these efficiencies with smart media and exciting, impactful creative can make the most of every single impression.
In the course of the conversation, the Teads team wove in a number of real-world examples demonstrating how they have used AI to enhance and influence creative work in various markets, including exciting examples of 3D experiences, virtual reality, augmented reality and voice coupled with AI.
Click here to watch the video on demand.
Dentsu’s Attention Economy program is the industry’s first attention-focused study and the world’s largest in scale and scope of its kind. The Attention Economy program has defined the true value of attention and revolutionized how the advertising industry plans, measures, and buys media. Visit the Attention Economy website to learn more and download our reports.
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