How is AI impacting Media Planning

Media agencies have always strived to build smarter, faster, and more scalable systems. In a traditional media agency, the media planner's job was heavily process-driven. The challenge was that media planners often found themselves stuck in the same routine and didn't have time to come up with new ideas.

Marketers now face a greater challenge than ever. Audiences are becoming increasingly fragmented. Budgets are being squeezed, and marketing strategies must be changed quickly and consistently to deal with competitor actions or unforeseen disruptions such as the Coronavirus.

Today, artificial intelligence can play a number of roles in advertising organizations depending on the technology implemented as a part of advertising operations. With possible opportunities in numerous areas, AI can make a big difference as technology continues to evolve.

AI Driven benefits for Media Planning

• Improved Productivity

Productivity is one of the key factors in a successful ad sales marketplace. Handling tasks manually, like communicating plans and placing orders, can be time-consuming, but artificial intelligence can help make this process more efficient.

• More accurate budgeting

Businesses can use AI to make smarter budget decisions, ensuring optimal results for as little spend as possible.

• Better customer Insights

Artificial intelligence can predict buyer behaviors by monitoring and analyzing customer actions.

Today, creating media plans is challenging, due to the increased number of audience segments that need to be included in a campaign. Some segments can overlap significantly, meaning that people belonging to multiple segments are at risk of being “over exposed” with ads.

We need to be able to simulate the impact of a media plan on individual consumers, not an average audience segment. Thus, we need much more granular data.

This is where artificial intelligence comes in. It allows us to build a simulation model of a media plan for each individual consumer and aggregate up to each audience group.

Closing

In media planning, artificial intelligence has already begun to transform the way we work. Our planners are being empowered to produce more effective and efficient media plans for our clients. An we are only seeing the beginning of it