Marketers are under more pressure than ever to justify every cent they spend and demonstrate very clearly the positive impact that this spend has on their brand’s return on investment. The inability to do this is leaving teams with increased budget cuts and hard decisions to make about advert production. As with all things these days, tech is an enabler; and the power of artificial intelligence (AI) and a data-driven approach to production promises marketers the ability to create adverts that deliver value.

Not only is AI now being applied to measuring ads and campaigns, it is also being used to show which elements of content are working and which can be changed for greater impact. This is the new world of on-the-fly market research. It used to take months to measure the effectiveness of an ad or marketing campaign, but creative intelligence tools can now analyse millions of ads and, within days, specify changes that dramatically improve performance...

Subscribe now to unlock this article.

Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).

There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.

Cancel anytime.

Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.

Speech Bubbles

Please read our Comment Policy before commenting.