For decades, marketers have been chasing the holy grail of marketing – the perfect ability to get the right ad to the right person at the right time in an effortless fashion. Before AI, this was never really possible. We moved from radio advertising to linear TV to digital, each time getting closer to the holy grail but missing the mark on truly effective marketing. Now with AI-based advertising, this perfect ability is finally possible.
Marketing used to be about brand building. The original intent of virtually all advertising was to build a brand people would recognize and ask for when they went into the store – becoming a household name akin to Kellogg’s or Dove or Budweiser. The advent of radio revolutionized reach beyond print ads, but brands were speaking to millions without much insight into who was listening. Then came television. Brands could buy segments targeting the sports fans or the teenagers, but they still couldn’t differentiate between the parent watching baseball who needed diapers and the college student who didn't.
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