Generative AI personalizes ads in real time and increases sales by up to 40%
Generative artificial intelligence – made famous by ChatGPT – is already in Brazilian advertising. The technology allows for greater customization of advertising campaigns, ensuring agility in the execution of the pieces, which occurs automatically. And sales with ad personalization increase up to 40%.
“Creative teams create original, impactful pieces for a campaign launch, but it’s common for obstacles to arise when getting different formats and sizes for ad spaces available in the online environment – and that’s when a lot of wasted time is lost ”, says Leonardo Jakubauskas, partner at Overview and creator of the Context2 platform. “It ensures agility in adapting content, making it more relevant to the user and, therefore, increasing the effectiveness of the campaign.”
According to Leonardo, if the context in which the user is consuming certain content is taken into account, the conversion rate of these ads increases, compared to other targeting tools. Adaptations are made while respecting the fundamental guidelines of the campaign, such as the visual identity and communication instructions.
“One of our advertisers is a chocolate brand which, obviously, has a strong positioning on recipe sites. In second place, however, comes the niche of fitness recipes, because many people are looking for how to make desserts that use 70% chocolate cocoa”, explains the Overview partner. “After viewing this information, we were able to increase the CTR by 76% in the first month. In 90 days the increase was 300%”.
The goal is to offer greater relevance to the brand, impacting the user at the moment of greatest involvement, in line with the context of the content consumed by the target audience when they are most likely to make a purchase.
Furthermore, the technology allows for greater customization of advertising campaigns, ensuring agility in the execution of the pieces, which occurs automatically.
It’s worth noting that the Context2 platform also comes with two features that increase the effectiveness of ads. One of these, called Asset Quality Rating (AQR), allows a ranking of keywords and pieces generated by artificial intelligence. Jakubauskas explains that, with this functionality, it is possible to obtain data and insights that previously would have been impossible to extract.
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Source: Terra
Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.
