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BizReport : Advertising archives : August 25, 2016

New AI technology optimizes mobile video ad campaigns

Artificial intelligence is not just for gamers and chat bots. New, self-learning technology using artificial intelligence to optimize video ad campaigns has been announced by mobile video platform, LoopMe.

by Helen Leggatt

In a survey of 1,000 mobile users in the U.S. and U.K., conducted for LoopMe by Morar, 45% said they had never watched a mobile video ad and been motivated to make a purchase as a result, either on- or offline. When asked why, more than half (51%) said they were not in the market for that particular product at the time of viewing, while 29% said the video ads were not relevant.

With digital campaign performance being rated primarily on views and click-through rate, their impact on brand metrics such as purchase intent, purchase behavior and brand revenues has been called into question. LoopMe's new technology aims to limit reliance on views and clicks with their industry-first product, PurchaseLoop.

"The challenge many brands face is getting ROI from their digital campaigns and achieving the marketing goals" comments Stephen Upstone, CEO LoopMe. "Clicks were used to judge the impact of campaigns simply because there was a lack of other reliable metrics to use for optimization or reporting."

How does it work?

PurchaseLoop combines LoopMe's artificial intelligence technology with third party brand research from Nielsen and On Device to target users and moments which have shown the greatest likelihood of moving along the purchase funnel.

Throughout each campaign, a sample of exposed users are surveyed and benchmarked against a control to determine the campaign's ongoing performance against brand metrics like brand awareness, favorability or purchase intent. The survey results are fed into the artificial intelligence engine and an update on its assumption set is carried out every 20 minutes to act based on what it learns from the surveys. This results in the upweighting of a campaign to users displaying a greater propensity of moving along the brand consideration scale.

"The implementation of this new technology allows advertisers to act on metrics which genuinely have an impact on revenue," said Upstone. "It will also allow them to overcome the challenge of identifying users who are in market for their product, improving ROI and their understanding of what works for their brand".

Tags: advertising, artificial intelligence, mobile, video

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