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PRODUCTION AND POST

PICTURED ABOVE: Guerillascope Ireland CEO, Oliver Durkin

INTELLIGENT COLLECTION Alongside changes in production techniques, the way data is collected for successful campaigns has also evolved. For example, Artificial Intelligence is seen as a major development in recent times. “AI is critical to the future of advertising,” asserts Mike Caprio, chief growth officer at Sizmek, the largest independent buy-side advertising platform. “The tonnage of data available to target is too much for buyers, so using AI enables brands and their agencies the ability to quickly identify the patterns and signals that will drive the best ROI. It also helps us to improve the safety and security of the ads we serve to consumers and ensure commercials are not delivered next to inappropriate content or on

suspicious websites as well.” Caprio maintains that approach helps to create a much more personalised advertising world. “Personalisation is a term that has been cited in advertising for years, but until now the capabilities have been limited to consumers’ previous preferences, purchases or searches. Now, thanks to AI, marketers can make real-time decisions on when to reach the right consumer, with the right content, at the right time and on the right platform.” Sizmek believes that TV is shifting the media-buying industry, a process that also works in reverse. “For consumers the definition of ‘TV’ is changing. It used to be the big screen in the living room, but with the delivery of content to devices large and small, people are consuming

“There are less appointments to view now, as the audience has the flexibility to watch what they want, when they want” MARK THATCHER 32 | TVBEUROPE APRIL 2019

Profile for Future PLC

TVB Europe 63 April 2019  

Get ready, coz here is come - 5G

TVB Europe 63 April 2019  

Get ready, coz here is come - 5G