Modern advertising technologies are rapidly developing, offering increasingly accurate, personalized, and automated solutions. One of the key drivers of this transformation is artificial intelligence (AI), which allows companies to analyze large volumes of data, predict user behavior, and optimize advertising campaigns in real-time. Many AI advertising examples show how machine learning algorithms, automated advertising purchases and generative neural networks are changing the approach to interacting with the audience. In this article, we will consider the main directions of the development of advertising technologies and the impact of artificial intelligence on the marketing of the future.
What is Advertising Technology?
Advertising technologies are a set of processes, events, and scientific and marketing research. They are used to improve the effectiveness of promotion and engage consumers.
Modern advertising technologies not only improve the effectiveness of PR campaigns but also influence the technological processes of product production, making adjustments to them.
The subjects of advertising technologies are:
- equipment for the production of a PR product;
- advertising implementation technologies;
- confidential information, skills, and abilities to achieve commercial success (know-how).
Thus, advertising technologies are a set of processes for collecting, processing, and creating a PR message in order to bring it to the end consumer. Or, in short, these are measures to promote this content to the target audience.
Main Directions of the Advertising Technologies Development
The main advertising technologies are aimed at the ability to predict and take into account the preferences of potential buyers, for which the most modern and creative methods of product promotion are fully used. Conventional PR is largely ignored by users and is gradually becoming a thing of the past. This means that the time has come for the active development of advertising technologies, AI advertising, aimed at finding the most effective ways to promote a product and the widespread use of intelligent systems. Here are some modern trends in this development:
OLV Advertising
The pace of life does not allow people to linger on watching videos that can distract them from their current affairs for a long time. Therefore, the leading direction in modern advertising technologies, including video content, has become the use of short videos. This trend has stimulated the creation of a number of resources on the Internet designed to host such materials.
These services form a large target audience of short video lovers and facilitate their transition to sales platforms, where they become a potential group of buyers.
New Communication Models
The introduction of intelligent systems in the process of creating new advertising technologies has contributed to the emergence of another trend – an emphasis on direct communications with a potential buyer through one’s own resources: websites, online stores, and groups in social networks. The D2C model assumes a complete absence of any kind of mediation between market participants.
This approach allows buyers to feel the attention of the brand they are interested in when they receive the goods in branded packaging, in case of long-term cooperation they have the opportunity to use a discount, and can choose the delivery method. The possibility of direct communication between the consumer and the seller through numerous messengers, and chatbots, which are not available in the marketplace or retail purchases, also plays a major role in this model.
Thus, the success of a modern business largely depends on its ability to build an individual ecosystem based on services convenient for the buyer, ensuring interaction with a minimum number of actions, and the ability to maintain proper quality of service.
Inclusive Advertising
Standard PR scenarios do not evoke much emotion in modern buyers. They are more interested in options with different heroes who have some features – in appearance, gender, health, etc. That is when conducting a PR campaign, advertisers must take into account not only the preferences of a certain segment of the audience but also the entire user community.
Machine Intelligence
The ability to offer a buyer a product that meets his needs and high-quality service are two of the most effective tactics of modern advertising technologies. Neural networks, which have been gaining popularity in recent years, make it possible to solve the problem of combining these methods to increase business profitability.
AI’s ability to analyze allows it to predict as accurately as possible the readiness of a potential buyer to purchase a product of interest to him, and when he is ready to make a deal, the neural network will independently generate the optimal offer for him at that moment.
AI also plays a major role in the evolution of programmatic advertising, making it more flexible, accurate, and adaptive. It helps brands find their audience more effectively and helps users see only the ads that are truly relevant to them, increasing overall engagement and conversions.
Unconventional Advertising Placement Methods
Unconventional advertising placement methods are developing along with the expansion of the entertainment industry. Many consumers use various mobile games in their free time, listen to music on streaming services, and solve everyday problems using voice assistants. All these software tools are becoming allies of marketing campaigns. Advertising in video games, in-app advertising, advertising in audio services and podcasts, voice assistants, and DOOH-PR are especially popular.
As an example, we can cite the North American company Bidstack, which is engaged in the transformation of PR billboards inside computer games into programmatic platforms. These are systems developed for the acquisition of PR products through automatic platforms. Such advertising is developed as its native version. For example, when playing hockey or football, sponsorship PR applied to the boards of the rink can be replaced by targeted PR. Although this integrated advertising product is not a sales tool (there is no way to click on the banner and follow the link), it is one of the types of communication with the brand.
Conclusion
Advertising technologies continue to evolve, becoming more intelligent, flexible, and personalization-oriented. Artificial intelligence plays a key role in this process, helping brands offer users the products and services that are most interesting to them. Companies that follow trends and use advanced advertising technologies gain a competitive advantage that allows them not only to increase sales, but also to build strong relationships with customers. If you are looking for a reliable AI advertising service provider, we recommend paying attention to SmartyAds.
