4 ways AI will drive creativity in digital advertising
AI is often seen as a great productivity tool for automating tasks and sifting through data, but not for creativity.
Pencil, a Singapore-based startup recently featured in Facebook's IQ report on Creative AI, is helping to bring this vision to life, providing brands with a powerful suite of AI-powered products capable of automatically creating ad copy, editing videos and creating marketing content in just minutes.
Enlightenment with data
Large data sets require complex analysis to uncover the insights hidden behind the numbers.
Using innovative AI, California-based skin care brand Angela Caglia was able to analyze 22 weeks of data on their Facebook ads to better understand ad performance and ways to connect with people.
Content creation
AI can take a few existing sample ads and create new combinations or iterations on the same motif.
When UK-based online education platform New Skills Academy needed to quickly develop a series of thought-provoking ads to attract interest in a new cryptocurrency course, they turned to creative AI.
Jamie Morgan, Director of Digital Marketing at New Skills Academy, said his company previously struggled to create quality video content for social networks.
Enhance and expand
Sometimes the challenge is not in generating a creative idea but in bringing it to life and making it more accessible.
Examples of enhancements and extensions:
Làm cho quảng cáo dễ tiếp cận hơn bằng cách dịch nó sang các ngôn ngữ khác.
Giúp người dùng dễ dàng nắm bắt thông tin hơn.
Chỉnh sửa hình ảnh theo thời gian thực để tinh chỉnh hình ảnh sáng tạo.
Optimize content or messaging to appeal to different segments.
Leveraging innovative AI, Texas-based growth marketing agency Round Barn Labs achieved a threefold increase in ad volume and testing cadence, with a significant increase in click-through rates.
Create connections
Connecting creative ideas with the right audience is important, but not always easy.
Australian pet food distribution company Lyka markets its dog food products around keywords like “ingredients” and “health.” But based on the performance data, the AI made the somewhat counterintuitive suggestion of pivoting to the phrase “You should taste it,” which the Lyka team deemed too silly and impractical. Until they tried it.
And that keyword brought Lyka into a niche market, targeting more niche customer groups.
Source: Facebook IQ
