Why AI Could Play a Key Role in The Future of Media Buying

If you have been in the media buying business for many years, you must remember the days of planning using macros in huge Excel documents. That era has long since passed. There are now more intelligent media planning tools.

However, just because media planning tools are easy to use doesn’t necessarily indicate that your work has gotten simpler. Back when media planning was done with simple tools, the only things you probably had to look at were the GRPs of TV channels and the sales numbers of newspapers. But the media industry has grown considerably more complicated in recent years. So you need all the help you can get. And that’s where the increasing number of applications for artificial intelligence might be useful.

More Efficiency

The main advantage of applying AI to media planning is higher output. Although this is not shocking, it is a truth that should be emphasized. According to research, AI can boost media buying productivity by up to 40%. In today’s world of ever-increasing business volumes, this is no small accomplishment.

Reduction of Human Error

In a media plan, adding one zero too many can have disastrous results. AI is helping to cut down on these kinds of mistakes. The reduction of such errors is crucial, especially with increasingly complicated planning frameworks.

More Accurate Budgeting

The price of numerous advertising places is determined dynamically today. As a result, it might be difficult to determine an exact media budget at the beginning of a campaign. However, a successful artificial intelligence can offer this competence. This makes handling money much simpler.

More Effective Planning

Using artificial intelligence in media planning not only makes work easier, but it also makes the work better. Artificial intelligence allows for much faster and more efficient evaluation of data, which is fairly laborious to do manually. The money for media is used to its full potential in this way.

Live Optimisation

We now have to adjust campaigns while they are in progress in order to make them more effective. However, maintaining control of everything round-the-clock is not realistic. Artificial intelligence ensures that campaigns are as effective as possible by keeping everything under control at all times, much like an employee who has no idea of overtime.

The Challenging but Bright Future of Television Media Buying

For decades, television buying has been done in familiar ways. Budgets are revealed when the people are divided into groups based on their demographic traits due to ratings determined using conventional techniques. However, the efficiency of this procedure has long been disputed. Both the fact that audiences are solely categorized based on demographic traits and the fact that measuring tools do not accurately reflect the audience’s overall activity are significant issues for advertisers. On the other hand, the legitimacy of the system is called into question due to issues that occur in the systems of businesses that measure in various countries and, in some cases, reach the level of scandal. Of course, sophisticated measurement methods used in digital media also influence the choices made by advertisers.

However, the digitization of television is a harbinger of major changes in television purchasing in the near future. The driving force behind this transformation is the rise in the number of smart televisions, which are in higher demand as a result of price reductions and the widespread use of streaming video services. The idea of connected TV (CTV) is gaining popularity as a result of these devices.

Programmatic television advertising is now viable because to the CTV concept’s growing popularity. The effectiveness offered by programmatic advertising may also mean that advertising dollars that have moved away from television return to television.

Programmatic advertising makes it possible to measure the entire target market. This solves the main issue with traditional TV metering techniques. Additionally, the limitations of categorizing the target audience primarily in terms of their demographic traits will be lifted. Programmatic advertising allows for far more flexible categorization.

Programmatic advertising also greatly facilitates the work of media buyers. Automation facilitates media and purchase budget optimization. The ability to carry out campaign optimization while on the fly is a significant benefit of programmatic television advertising.

Every day, linear TV occupies less and less room in our lives. The main reason for this is that streaming platforms provide far more intriguing content in a far more convenient format. However, sports, news, and game shows remain popular on television. The increase in advertising revenues, thanks to the more effective use of new technology by television, can make television return to its old days. Of course, we can’t say that television will return to its golden period, but it may cause media buyers to reconsider television.

Advertising or Content Marketing? Do You Have to Choose One of The Others?

Getting traffic for everyone is a big challenge. This is it, whether you’re a media titan or the owner of a modest corner store. If you don’t really produce content in a niche area, the content you produce is very difficult to get noticed. If you generated your content for a business reason, everything is considerably more challenging for you. Because there are many people that want to promote the website, like you.

Advertising and content marketing are two efficient methods for increasing website traffic. Most website owners consider these two approaches to be substitutes for one another. Is it really like that? Let’s have a look…

Advertising Increases Traffic Quickly

The most crucial marketing tool utilized to increase website traffic within content marketing is SEO. But search engine optimization is something like black magic. Because Google, the king of search engines, doesn’t fully explain how it works or even uses the phrase “SEO,” it’s nearly impossible to forecast exactly what effort will yield.

The most important thing everyone knows about SEO is that it is very difficult to get quick results. It takes time for content on websites with low attribute authority to rank first in Google. However, business requires speed.

Here, advertising is crucial. If you need a new content page to get people to your site quickly, all you have to do is advertise. However, you should also be aware that traffic on its own is meaningless.

Good Content Converts

Advertising is effective in attracting traffic. However, conversion must be your primary objective. You need quality material for it.

The issue here is that high SEO rankings aren’t always a result of quality content. Google finds a good correlation between content quality and search result ranking in English. However, the same is not true for less spoken languages. It takes effort to produce quality content produced in these languages according to SEO techniques.

Advertising and Content Marketing Should Go Hand in Hand

For long-term results from your website that are cost-effective, you should combine content marketing and advertising. You should not misinterpret these two marketing tactics as substitutes for one another.

While you should concentrate on content marketing for content that you hope will have long-term success, you should concentrate on advertising for time-sensitive marketing initiatives. By doing this, you may maintain steady website traffic without going over your spending limit.

Why You Should Not Reduce Your Digital Marketing Investments During the Recession Period

The first thing we do when the economy is struggling is reduce our wasteful spending. Brands also do this.

Nearly everyone anticipates a global economic downturn. As a result, businesses are implementing safety measures. They reduce the costs they believe are unnecessary. Among these costs, advertising takes the lead.

However, there is a serious issue at hand. Can you make sales without advertising?

The practice of corporations reducing their advertising budgets during economic downturns is not new. We have observed that during numerous worldwide crises, advertising spending has substantially decreased. This, however, is a practice that dates back to a time when conventional advertising predominated. Things have changed a little since then.

The structure of advertising spending is where there is the most disparity. In traditional advertising, having a high advertising budget nearly always equals success, but in modern advertising, a significant influence can be made with a lesser budget if it is used wisely.

So, this business isn’t as dangerous as it used to be, and if you’re smart, you can make a difference with a small budget.

Budget cuts for advertising during a crisis are highly risky. Let’s look at the reasons for this.

If You Lose Your Voice, You Lose Your Market Share

When a brand cuts its advertising budget, it creates a huge opportunity for its competitors. This circumstance has occurred frequently throughout history. The most well-known of these instances was when McDonald’s in the 1980s reduced their advertising spending. Following McDonald’s error, Pizza Hut and Taco Bell upped their advertising budgets and saw significant revenue growth.

Today, that still holds true. Brands have the ability to seize market share from rivals by acting aggressively during times of crisis.

The Consumer’s World Changes

The intensity of the economic crisis alters the worldview of the consumer and, consequently, the connection they form with your brand. Consumer trust is poor during these times, and the brands they are loyal to go through significant shifts. The consumer’s confidence in you will be undermined by your absence during this transformation. Consequently, it will be quite challenging to protect your current sales.

Advertising Is Not an Extraneous Expense

At the beginning of our article, we said that we cut some expenditures that we deem unnecessary in times of crisis. We made sure to emphasize that one of these costs is advertising. This is a significant error, though.

Like any of your finances, your advertising budget might need to be reduced during a crisis. However, drastic cuts to your advertising budget could leave you unable to support current sales and risk permanently ceding market share to rival companies.

There are some options available to you.

  • Examine your marketing spending plans. Focus on efficiency.
  • Recognize your consumers’ struggle. Create campaigns and messaging that are specific to these challenging times.
  • Be reassuring and upbeat. People need to relax.
  • Keep track of every dollar you spend. Consider receiving a return on your investments more than ever.
  • Don’t keep your voice down. However, concentrate on generating a return on your assets more quickly.

Mobile Marketing in A Cookieless World

What we call web traffic today is actually mostly mobile traffic. Mobile traffic accounts for at least 60% of total web traffic in most countries. Advertisers are very interested in mobile devices because mobile users are much easier to track down than desktop users.

It’s clear that mobile marketers collect massive amounts of data. But a cookie-free future may be full of great struggles for them. Although it is not easy to overcome these problems, there are some ways.

Creating Value

The number one goal of every mobile marketer should be to obtain voluntary consent from users. For this, the value created by my communication platform must be equal for both parties. In other words, you need to create value for your users as much as they create value for you.

The concept of “value” has a very broad definition. “Value” can be personalized content or promotional codes. You should decide the value of your drink according to the dynamics of the communication platform you have and be fair to your users.

Finding the Right Context

In modern marketing, context is one of the most important variables for creating effective communication. Mobile platforms, on the other hand, have great advantages in detecting context.

Thanks to mobile devices, it is possible to detect many behaviors and geographical locations of the user. For example, showing low prices to a user doing product research on a mobile phone in a shopping mall means communicating effectively with the user in the right context. However, of course, it is necessary to give importance to creating value while establishing this contextual communication. Otherwise, this communication can turn into an annoying experience for the user.

Brand Apps

Undoubtedly, one of the biggest dreams of every brand manager is to have the application of his brand downloaded by the masses. However, it is not that easy. Because people are very selective about the applications they will install on their phones and the permissions they give to these applications.

Mobile apps are great for identifying the user. However, a brand needs to do more than others to get its app installed.

Making the mobile app part of the mix while integrating marketing efforts can be a good solution. The automotive and white goods sectors have been successfully implementing this strategy for a while. With the mobile app, you can keep track of when your car needs service or how long the warranty on your fridge lasts.

The end of third-party cookies is not the end of the world. You need to stop relying on just one piece of code to identify users. When you create real value for your users, you will really start to get to know them.

Audio Advertising Is Here Again. So Where Are You?

In the old days of advertising, radio ads were a big part of the mix. Radio was one of the few tools that advertisers could use, along with the press and TV. As time went on and television and then the Internet became more popular, radio became a less important medium. So, advertising on the radio also lost its value. However, with the modernization of radio, a new age for audio advertising has begun. But not many people understand how big this change is.

Traditional media still have the lion’s share of audio advertising. While 28.28 billion dollars were spent on audio advertising in 2021, the figure was 5.92 billion dollars for digital channels. Although it is predicted that the change will be in favor of digital channels, it is predicted that traditional channels will maintain their superiority even in 2027 projections. It is estimated that in 2027, 28.38 billion dollars will be spent on audio advertising in traditional media, and this figure will increase to 10 billion dollars for digital media.

Although it is foreseen that advertising expenditures on digital audio channels will increase by 100% in the next 5 years, this is not enough. However, digital audio channels have things that other channels do not offer.

A Better Audience

We can say that digital audio advertising platforms offer a more refined audience. Studies show that the average podcast listener is a university graduate, a business owner, and a high income group. In this way, digital audio ads are great for reaching a high-purchasing audience.

Better Connection

Digital audio improves brands’ connections with their target audience, both physically and emotionally.

Digital audio ads, unlike display ads, cannot be skipped. There is no ad blocking software for these ads either. In this way, it is easier for ads to reach the target audience.

He knows that listeners have a higher emotional bond with podcasts. Therefore, it is possible for brands that advertise on these channels to benefit from this connection.

Better Targeting

You may have observed that Spotify offers the best personalization experience among all digital content platforms. This is because people are more selective when it comes to sound. The same goes for podcasts. This selectivity also allows for much more accurate targeting in audio ads.

Undistracted Attention

Perhaps the biggest advantage of audio commercials is that the audience listens attentively to the advertisements. The sound is usually heard while walking, driving, or cooking. Therefore, there is usually no interaction with any media device during listening moments. This allows listeners to listen to audio commercials without being distracted.

Audio ads are making a comeback with the digital audio revolution. This is a very untouched area with great potential. This potential needs to be used.