The great Ads shift: the future of advertising with AI
The future of advertising with AI
In the dynamic landscape of marketing, adaptability is not just a buzzword—it’s a necessity. The recent BAM Marketing Congress, a confluence of innovative minds shaping the future of marketing, hosted an expert in the field: Andy Serdons, Marketing Manager of Google Belgium.
Andy shed light on the pivotal shift in advertising dynamics. He delved into the opportunities that new technologies present for marketers in the era of changing consumer behaviour. He inspired us to not merely keep pace with change but to proactively shape the future of advertising by leveraging the opportunities presented in this era of dynamic consumer behavior.
The evolution of advertising: A paradigm shift
Advertising has transformed over the years, it went from the broadcast era to the precision era and finally into the predictive era. With consumer behavior becoming more intricate than ever, marketers are standing at a crossroads, requiring a fundamental rethink of their strategies.
- Broadcast Era: Traditional mediums like TV dominated, reaching a vast audience.
- Precision Era: Targeted advertising emerged with the advent of third-party cookies.
- Predictive Era: Moving beyond third-party cookies, consumer data-driven predictive capabilities, are now crucial, enabling AI to adjust ad text based on consumer needs and interests.
The power of measurement in the future
Serdons painted a vivid picture of a future where measurement is not just data but actionable insights. Faster speed, more impactful creativity, and the integration of generative AI are the pillars of this vision. The emphasis on building a first-party data strategy was underscored as crucial in this data-driven landscape.
- Google Ads Data Manager: Consolidating information to optimize ad performance.
- Google Analytics 4: Utilizing predictive modeling to identify potential buyers and loyal customers.
The need for speed in a complex consumer journey
In an era where customers engage with more than five online services before making a purchase, speed becomes paramount. The competition is not against AI but with other marketers leveraging AI tools.
Tools like Performance Max, which leverages machine learning to deliver the right message at the right time, are intuitive solutions to keep pace with consumer behavior.
“The competition is not against AI but with other marketers leveraging AI tools.”
– Andy Serdons
Unleashing creativity with Ai
The future of advertising is not just about data but about being relevant—delivering the right message at the right time to the right consumer. Ai, in this context, becomes an enabler rather than a replacement, allowing marketers to simplify tasks and dedicate more time to creativity.
- Automatically Created Assets: Google Ai adapts ad copy to user queries.
- Product Studio: Simplifying tasks by removing backgrounds through AI.
Harnessing the power of Google AI
Serdons provided a roadmap for marketers to integrate AI into their strategies effectively:
- Define Your Goal: Clearly articulate what you aim to achieve.
- Build Your First-Party Data Strategy: A crucial foundation for training AI models.
- Testing it Out: Utilize the suite of Google AI tools to refine and optimize your approach.
Google AI tools
As AI continues to reshape the marketing landscape, marketers must embrace new tools and strategies to stay ahead. View a detailed overview of Google AI tools. The fusion of data-driven precision, speed, and creativity will define the success of brands in this transformative era. The journey has just begun, and the tools are at our disposal—time to harness the power of AI and revolutionize the way we connect with our audiences.
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