This is a free excerpt from AdNews print magazine July edition. You can download a digital version of AdNews and subscribe to the premium print edition here.
Publishers, broadcasters and marketers have access to an abundance of data. However, gathering data is only the first step. Deriving insights and making informed decisions based on these insights are far more important, and that’s where artificial intelligence (AI) is coming to the fore.
Specifically, in personalised video advertising, some think they are doing great things with AI, but in reality they’re just targeting ads to set groups of people and hoping it works. The difference with AI advertising is that it makes it easier to deliver personalised ads to viewers in real time, because of the type of data and insights collected. Metadata is generated on the fly so decisions can be made there and then based on the incoming data.
“Learning in real time – that’s the intelligence,” says Ooyala Asia Pacific and Japan GM Steve Davis.
“With better data, publishers can offer better advertising packages and premium inventory based on audience profiles or content matching. It’ll improve how brands can reach and target their consumers.”
An example might be an ad for a new Rolex watch appearing during Roger Federer’s post-match interview – it’s about smartly matching ads to relevant content. Davis said most people are only doing the basics when it comes to monetising video – because they don’t have in-depth reports and analytics to act upon.
Why care about AI in video?
A successful AI video strategy means the ads delivered are relevant, personalised and more palatable for the viewer, leading to a better overall video experience, and positive brand sentiment for the advertisers.
Powering up with metadata
Providing personalised video content recommendations or ads all comes down to metadata. The better and more precise the metadata, the more relevant the recommendations can be. AI can help broadcasters and publishers extract relevant metadata from videos easily and in an automated way, replacing what has previously been a manual task. AI helps them to be more efficient and save costs in the long term.
In a nutshell:
Artificial Intelligence (AI):
Is the capability to imitate intelligent human behaviour via machines and software. Ooyala focuses on AI’s ability to extract transcripts, detect faces within videos and analyse text to detect key topics.
Metadata:
Is data that provides information about other data. For video, it’s used to label and organise information such as keywords, topics, people appearing, dates, activities, sentiment, brands.
Ooyala:
Provides software and services that simplify the complexity of producing, streaming and monetising video.
Find out more about Ooyala and its general manager Steve Davis here. Or see here for details of connecting with its Melbourne or Sydney offices.
Click to enlarge and print off for your Ad Tech 101 file!
Check out previous 101s below:
Ad Tech 101: What is the AI revolution?
Ad Tech 101: Header Bidding Unwrapped
Ad Tech 101: Conversion Rate Optimisation
Ad Tech 101: The Marketing Cloud
Ad Tech 101: Performance Marketing
Ad tech 101: Tackling the data challenge
To read the full article download a digital version or subscribe to the premium print edition here.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.