Adello Group, Swiss pioneer in mobile advertising technologies, presents new AI-driven rich-media ad creative solutions.
Some say conventional digital advertisement has reached its peak. Increasing data privacy regulations force adtech providers to find new ways to identify relevant audiences without 3rd party cookies. Indeed, it is getting harder and harder to draw user attention with standard display ads. Such challenges inspired Adello to enhance its AdCTRL™ cookieless targeting to attract the right audience and develop AI-driven rich media interactive creatives to attract and retain user attention.
Adello’s latest innovative development is the first AI-powered mobile ad creative – #SmileForMe. With the user’s explicit consent, it activates the camera and accurately detects emotions, age, and gender. The application opportunities for this creative are endless, from personalized offers based on gender, age, and emotions to on-spot beauty recommendations and health risk assessments. This advertisement suits healthcare, skincare, cosmetic brands, beauty and fashion, entertainment, and more.
Would you like to know which celebrity has a similar smile to you? This smile recognition creative analyzes smiles, comparing them with celebrities of the same gender and revealing estimated age.
Another outstanding release at Adello is the #ReadyPlayMe. In fact, audio in marketing has been a big trend in recent years. Still, many companies underestimate this feature and its potential value. To attract people to specific products, for instance, music streaming services, concerts, festivals, or album promotions, it requires to include audio in its campaign.
Sneak a preview of the music festival into the ad creative like the Thunerseespiele open-air musical featuring its play.
Anna Pak, Head of Marketing at Adello:
“At Adello, we believe that exceptional advertisement is based on human emotions, interaction, and behavior. With our patented AdCTRL™ technology, we accurately predict and identify the relevant audience without relying on 3rd party cookies and serve them with interactive creatives that evoke emotions. How do you want the user to feel when seeing your ads? We can make them feel proud when they smile, inspired or nostalgic when listening to your tracks, or curious and excited when playing a quiz game. Our proprietary technology analyzes user interaction with creatives to provide advertisers additional data on audience behavior. Stop showing your audience static pictures. Use AI and creativity to show that you care about them.”
Adello is constantly developing new creative ideas to serve advertisers in the DACH region, the US, the UK, and Southeast Asia. Follow us for more insights and marketing updates.
The recent announcement of Apple joining the advertisement race and building its own demand-side platform (DSP) was quite surprising to many. Indeed, Apple is publicly known for being rather skeptical and critical of online advertisement, especially when it comes to user privacy matters. So why the change of heart?
Since the beginning of the year, the job ads and number of hires in the advertising platforms division skyrocketed.
In the May report, the company stated that the Apple Services group now has an executive director, Todd Teresi, who handles advertising-related initiatives.
Most notably, Digiday highlighted job listings that say Apple is building “the most advanced and sophisticated privacy platform possible.” This sounds like their own DSP.
To explain what DSP is, we need to step back and return to the concept of the programmatic advertisement.
The programmatic advertisement offers an automated process of buying and selling online advertising. This makes transactions more efficient by optimizing the process and consolidating digital advertising efforts in one technology platform. Unlike traditional advertising, which includes requests for proposals, quotes, tenders, and negotiations, programmatic buying uses algorithmic software to buy and sell online display space.
The programmatic ecosystem comprises the different technology platforms, available advertising deal types, and methods of buying programmatic media and spans across various ad formats.
All components communicate and interact with each other and create
an ecosystem that allows making the process of automated media transactions more facile.
As a rule, each programmatic platform is owned and operated by either a publisher, an advertiser, or an intermediary.
DSPs allow advertisers to set up an automation that scales campaigns based on performance metrics using machine learning. As long as the platform is well designed, advertisers are happy and spend more.
DSPs also perform other functions, such as helping advertisers to accurately match the demographics of their intended audience, testing multiple ad campaign options with dynamic A/B testing, and ultimately optimizing and increasing spending on the most effective campaigns.
This is not the first time for Apple to enter the advertising game. In 2010 the company acquired mobile advertising company “Quattro Wireless”. You may also remember iAd - Apple’s failed attempt at programmatic advertising. iAd was supposed to offer inventory available programmatically through open exchanges. Apple even announced in 2014 entering a partnership with Rubicon, MediaMath, Accordant Media, The Trade Desk, Adelphic, AdRoll, and others. Back then, it seemed like a promising and prospective beginning of the next ad giant! Suddenly, Apple rolled up the iAd project in 2016 due to data limitations and a lack of demand.
iAd case and the latest news about Apple’s DSP make asking the question: Will this time Apple’s attempt to get into the programmatic market be successful after such a dramatic fail? Looking ahead, yes, and there are many reasons why it will. Estimates are that Apple should make about $4B in advertising this year.
Apple has a huge advantage over the competition of being the owner of the popular iOS operating system. All those years, Apple has been building a complex system of connected products and services. These products and services are interconnected, which creates smooth consumer experiences. That is why Apple’s future DSP looks like a well-thought rational next step in this evolution. The company was building and expanding its advertising business behind the scenes, and now they finally revealed it.
Yet, Apple is giving very generous promises in their job posts regarding their future DSP platform:
“Our platform runs and delivers advertising auctions to match supply (customers) with demand (advertisers), focusing on technical components including Campaign Management, Bidding, Incrementality, Dynamic Creative Optimization, Matching, Auctions, and Experimentation, while empowering Customer Privacy throughout,”
Another interesting aspect of all of this is user data. Apple promises confidentiality in its actions and many times has already reported that privacy is a priority.
When Intelligent Tracking Prevention was introduced, it effectively disabled the usage of third-party cookies in the Safari web browser. Later, it ceased the mobile advertising identifier (MAIDs, or IDFA). Once App Tracking Transparency appeared, which allowed the user to control any ad experience by opting in or out of any track. The introduction of App Tracking Transparency was a clear win for consumers, but ad networks like Facebook and Snap have struggled to keep their ad platforms efficient. As a result, it is estimated to cost the industry tens of billions of dollars.
On top of that, Apple’s definition of “tracking” as a transfer of data to third parties means that its own personalized ads are not subject to the App Tracking Transparency, as this is
considered a transfer of data by the first party. So, users still will receive ads, but advertisers would have to pay “iPrice” for that.
That is how Apple first cut off Google and Facebook, which make up about 65% of all global advertising, by limiting their tracking and attribution systems while using privacy protection as an excuse.
It’s interesting to see whether Apple will get slammed by its users for monetizing their personal data for a premium price. Or whether US Federal Trade Commission will launch an antitrust investigation for monopolized advertising services.
Although, seeing how devoted Apple users are to the brand, there’s a good chance that Apple will get away with it.
Privacy rules are a strong tool for them to shut down competition while monetizing Apple user data all on their own.
A hard-to-swallow pill for all professionals is that technologies will always outpace skills. And this is quite unfair: imagine mastering the skill for years, and then suddenly new technology appears and performs your tasks quicker, better, and more accurately. This would destroy you as a professional, your hard work, and many years of experience.
And now, many professions in the marketing and advertisement field, whose work is connected to creativity, are under threat. Today AI can perform certain creative tasks at a very advanced level. These are several examples of what is happening in the industry right now:
Are AI algorithms smart enough to generate creative assets that will be indistinguishable from man-made ones?
DALL-E is an AI software that creates images on request. Many of you have probably tried on DALL-E Mini to create funny pictures. However, recently DALL-E 2 was released. The software is able to perform more sophisticated tasks by generating accurate, realistic high-resolution pictures.
Cosmopolitan unveiled the first AI-generated magazine cover by the DALL-E 2. Artificial intelligence created images based on text queries. In just 20 seconds, the neural network produced pictures to a request for “A strong female president astronaut warrior walking on the planet Mars, digital art synth-wave.” The result looks great!
One of the typical routines for the fashion brand is creating a lookbook for the customers. For that, they need to hire a photographer, rent a space, install the lightning, find models, make-up masters, and stylists who will pick the dress for each model, etc. Now all those involved in that process can go on unpaid vacation due to AI replacement.
Zalando researchers found a solution how to facilitate their content generation process. One of their recent research papers suggests a new AI-driven digital outfit recommendation tool can produce high-resolution images of outlooks based on customer preferences, thus increasing an average basket size by almost 40%.
All these years, marketers and advertisers have been dreaming about this tool, and here it is: ad creative generator - Pencil.
With Pencil, customers can create different kinds of advertisement creatives, from static banners to videos. Algorithms generate new ad banners based on the input of branding and keywords. AI needs less than 1 minute to demonstrate the result! Users would only need to choose the best one from the different options.
Now, there is no need to wait days or weeks for the creative delivery by the agency. Pencil will write, copy, edit video and apply best-practice templates and animation.
And just like that, AI penetrated different creative spheres in the marketing and ad industry. Picture this: Algorithms will help reduce the amount of routine creative tasks that do not require extraordinary skills, thus optimizing the expenses of marketing teams. They will also free up some time for talents to do what they can do best – create! A healthy life-work balance and more time to focus on exciting projects will inspire your team to deliver results with a meaningful impact.
So, what is the future of creative professions?
When you analyze the trend even more sorrowfully, you can find even more reasons why AI won’t replace creative people (at least in the near future):
Often the adoption of new technologies is slow and can last for decades. Even though AI that generates creative assets seems very promising, brands will not rush to obtain these innovative solutions. Instead, many will prefer to continue work as they used to and give preference to talented people, not computers. Brand trust their many-years-experience of working with people, and they are not ready yet to switch completely.
Remember the adaption of remote work? The ability to work at a distance results from technological breakthroughs and the appearance of the high-speed Internet. However, companies didn’t want to change their working habits for years, finding endless excuses, even though remote and hybrid work has a range of benefits. And only an acute need for distancing during Covid-19 forced the companies to give remote work a chance. And this method proved to be working. Nevertheless, some large companies, such as Tesla, still advocate only-office-work.
Even though AI tools can optimize and speed up some tasks, these technologies still have certain biases and limitations. That is why there are still aspects that can be done only by humans.
However, keep in mind that AI learns fast. This is an example of how This Person Does Not Exist AI learned to generate better pictures of faces in just a few years.
No AI tool is fully automated for a moment. There are always people behind the algorithms giving commands, setting up AI, feeding data, and bug-fixing. So, the first link of this chain will always be a human.
Now, imagine the worst-case scenario: People related to creative work are losing their jobs due to AI replacement. Nevertheless, this would not mean the end of their careers. Creativity is different from learning math formulas. Creative thinking should be constantly improved. Therefore, people can still perform more complex creative tasks, run quality control of AI-created art, feed it with data on trends and social limitations, etc. There will also be a growing need for soft skills development. Spending more time on soft skills development and new experience, yesterday’s designer/copywriter may become a creative manager with strong leadership and communication skills to improve customer experience.
Furthermore, there will always be a demand for professionals that have unique creative styles and whose artistic signature would be a plus for the company.
Creativity has been on the verge of extinction since… beginning of the 20th century. During this time, photography obtained its popularity. So did the idea that there is no longer a need for an artist because photographers can take pictures instantly. Did the artists disappear, and all museums got closed? Instead, the art and creative work have changed: The new schools, genres, and directions appeared that opposed realism. Later, the hand-drawn ad posters were replaced with the ones that were created with software and digitally printed. Again, photographers have not disappeared, they have adapted. And summing up previous arguments, it is important to highlight that AI algorithms in the scope of creative work are supposed to be just a tool, not a replacement.
Only one month of 2022 has passed, but it already looks very promising. In fact, the end of the last year prepared several innovative surprises for the advertisers. What innovations will bring 2022 into the marketing and advertisement industry? Let’s glimpse the interplay of the hidden and see what to expect from the near future.
2022, the year of the Tiger, will make the marketing industry Roar again. The global economic growth and the stabilizing impact of the pandemic will provide a favorable environment for marketing. At the same time, the privacy aspects, such as stricter GDPR laws and other privacy regulations, can fundamentally change the digital marketing approach of many organizations. Nevertheless, marketing spending grows every year, making 2022 a pretty advantageous time for the mar-tech and ad-tech industries.
Let’s take a closer look at the marketing trends in 2022. It is important to mention that some of the marketing trends will remain from 2021 and 2020 and continue to grow and develop. Meanwhile, there are also entirely new trends, which have the full potential to become the next gamechanger in the upcoming years. Metaverse is one of them.
In 2021 the concept of interaction in virtual reality became a popular topic of discussion in many sectors, including in marketing. Others have already started launching their services related to the metaverse and investing millions in this market. Will the metaverse create a revolution in the digital world, or is it just another overhyped trend – this year will show.
The metaverse concept existed long before Mark Zukerberg announced that Meta (former Facebook) would develop its own metaverse. Metaverse will broaden the opportunities for advertisement. It can create a new stage that will go beyond traditional advertising. Metaverse allows creating absolutely new experiences, which will be more engaging and interacting. At the same time, the ad in the metaverse will be less invasive than we usually experience with digital advertising.
Today, the average person spends about 7-8 hours looking at their mobile screen. Indeed, Mobile phones have become an undivided part of our life. And this fact broads the horizons of traditional advertisement.
It’s no secret that buyers more and more are using their mobile devices for online shopping. M-commerce acquired 72.9% of the total-commerce share in 2021. Moreover, this number will grow in 2022. In fact, M-commerce is more convenient for the users, at least that’s what statistics say. 85% of buyers prefer mobile apps to mobile websites.
Mobile-friendly design for shopping is becoming a priority with the growth of M-commerce. Already now, shopping apps developers create their UX first for the mobile version and only later adapt it to the desktop version.
Influencer marketing is continuing to develop and surprise marketers with a high ROI. One of the reasons for the high popularity of this marketing method is the study, which has shown that people trust influencers more than the information provided by brands. Moreover, another survey showed that half of Gen Z and millennials take the opinion of the influencers in social media before making a purchase.
The services and platforms which will identify influencers and measure their performance are gaining popularity. Even though influencer marketing cannot be fully automated yet, the platforms which provide the AI for facilitating influencer marketing can save time and, more important, money. Now the users would have to pay only for the conversions and sales.
The amount of viewing on CTV has increased from pre-pandemic time. That can be explained that more people started to spend their time at home. Another explanation of the CTV rise is the accessibility to the new emerging entertainment and streaming services. For instance, when Disney+ was launched, it gained 54 million subscribers worldwide in less than 6 months. For comparison, Netflix needed more time to achieve the same numbers in the last years. The speed of streaming services conversion rate is expected to grow. The number of paid TV subscriptions in the US dropped by 2.7 million as people switched to streaming in the last few years.
Speaking about CTV advertising, it provides more opportunities than traditional TV advertising. Thus, CTV ad is more effective: viewers are 42% more likely to buy products advertised via CTV.
We already wrote about product placement and its benefits. The biggest advantage of the product placement strategy is that this kind of ad can’t be skipped or muted. It is inseparable from the content and can stay in the show forever. Now product placement is becoming more automated and data-driven by moving into the programmatic world.
How will “In-Show” programmatic advertising work? The last year the companies TripleLift and Amagi declared about their partnership agreement to scale "In-Show" programmatic advertising. The companies with programmatic product placement services would provide SaaS platform access to the content owners, TV networks, and news/sport content providers. The SaaS platform will be integrated into the CTV ecosystem. Cloud-based services connect to dozens of consumer media platforms. The product integration will be available across hundreds of streaming TV channels in near real-time very soon, including Discovery Networks, Fox Networks, Fremantle, NBCUniversal, USA Today, Vice Media, Warner Media, and others.
Product placements on the video seem to be very promising. In 2021 it reached $23 billion.
Video content took off last year and brought fruitful results. 93% of consumers shared that video is helpful when they’re buying a product. This tendency will be kept for the next several years.
Instagram claimed that they are no longer a “photo-social media” and switched their focus to video content. In 2021 the reels gained their popularity. However, Instagram reels are different from TikTok by their identity and content. The main factor of such difference remains in the demographics: TikTok’s audience is younger than Reels’.
The preference for visual content will grow in 2022. According to HubSpot, 70% of businesses invested last year in content marketing, which, as a rule, includes visual efforts. By the way, more than 75% of video views are mobile 😉.
But what about audio? It may seem that audio advertisement has lost relevance with consumers fading interest in radio. However, the audio ad got a second life. Spotify launched its first-ever B2B audio campaign for Spotify Advertising (their new ad platform), and it proved to be more immersive and engaging than traditional radio and TV.
Moreover, audio advertisement is relevant when promoting audio services, for example, music and audio services.
The 2022 year looks very promising for the radio ad. People started to listen to podcasts more. According to the forecast, the number of US podcast listeners will increase 16.0% to 106.7 million in 2022. Moreover, this year, 16.5% of digital radio advertisements will be transacted programmatically. At the same time, the US podcast ad spending grew by 43,8% (from -17 to 26.8 billion dollars).
The marketers will have to accept the fact that 3rd party cookies won’t be an option since the GDPR will come into force in 2023. Thus, the marketing agencies would have to find a relevant alternative that will be more ethical and at the same time effective.
The good news is that that solution already exists. As a rule, those are the framework produced by different tech companies. Another solution is so-called Zero-party (0P) data. Zero-party data are collected from people who voluntarily and proactively provide information about themselves to brands.
Zero-party data has a great advantage in that the information is transferred directly from the source (customer). No doubt, this method requires building a trust relationship with customers and thus requires more effort. Nevertheless, it can be a good alternative to the 3rd party data.
2022 looks very exciting full of new innovations and the comeback of technologies from the past. And this is only the beginning. Let’s be curious about tomorrow and look forward to what other innovations that will improve marketing will bring us in 2022.
This fall, new privacy features are coming from Apple with the iOS 15 update.
“Privacy has been central to our work at Apple from the very beginning. Every year, we push ourselves to develop new technology to help users take more control of their data and make informed decisions about whom they share it with. This year’s updates include innovative features that give users deeper insights and more granular control than ever before.”Craig Federighi, Apple’s senior vice president of Software Engineering.
Most mobile applications require access to the microphone, location, camera, contacts, photos, and more. With the iOS 15 update, users will receive the App Privacy Report, which shows how often each app has used these permissions in the last seven days and indicates all third-party domains contacted by those apps to share those data.
The speech recognition of Siri will be processed by default directly on the iPad or iPhone. Some requests can even be processed without an internet connection.
This update includes iCloud Private Relay, Hide My Email, and expanded HomeKit Secure Video support. Private Relay makes sure to encrypt the traffic leaving a device. Hide My Email gives the users more control about who is able to contact them. Finally, the HomeKit Secure Video ensures end-to-end encrypted storage for video footage.
Several updates will directly influence digital marketing.
“Cookies for cross-site resources are now blocked by default across the board [in iOS 15]. This is a significant improvement for privacy since it removes any sense of exceptions.”Apple’s WebKit privacy engineer, John Wilander.
The Intelligent Tracking Prevention “is getting even stronger by also hiding the user’s IP address from trackers”. As states in Apple’s press release, “this means they can’t utilize the user’s IP address as a unique identifier to connect their activity across websites and build a profile about them”. The IP address will also be hidden in the Mail app, thanks to the Mail Privacy Protection. This way, when a user receives a marketing email, the sender cannot know anything about your location, what you do online, and if you opened the email or not.
The blocking of third-party cookies by Apple and Google started to re-shape the digital marketing industry over the last months. Unlike Adello, which used advertising ID instead of cookies from the very beginning, many AdTech and MarTech solution providers had to reinvent the way they run their technologies. They had to go cookieless by collecting information from the browser like the version, plugins, screen resolution, IP address, etc. Well, now we know that the collection of IP addresses will be soon impossible on Apple’s devices. Moreover, email marketing will have to work with less information about its iOS subscribers.
Challenges always open new opportunities for marketers to change the game and find new ways to effectively reach out to their customers. Use your creativity to shape the future of your advertising strategy, and do not hesitate to contact us for third-party cookies alternatives 😊
Just a decade ago, sci-fi movies showcasing self-programming computers were closer to a dream than reality. Nowadays, we are fighting a war against online data privacy while talking to Alexa and being astonished that an app or website displays advertisements of (related) products we just searched for. Artificial Intelligence (AI) has already been introduced into all segments of our lives, business, education, medicine, etc., and rapidly took the leading position among the main driving technologies of our times.
“In our business, we talk about emerging technologies and how they impact society. We have never seen a technology move as fast as AI has to impact society and technology. This is by far the fastest-moving technology that we have ever tracked in terms of its impact, and we are just getting started.”Paul Daugherty, Chief Technology and Innovation Officer at Accenture.
The digital advertising industry is undergoing a significant progressive transformation with AI, adapting this technology to its needs. In fact, AI transforms digital advertising in many ways, from personalization to customizing content to enhanced reporting. Thanks to automatization, many manual and repetitive tasks can be substituted by AI, improving workflow and collaboration among teams.
Machine Learning (ML) – being the central theme of AI offers a variety of benefits:
An experiment conducted by the Alibaba Group and the University College London proves that algorithms perform far better than humans. The data showed that where manual bidding achieved an ROI of 100% with 99.52% budget spent, 340% ROI was generated with 99.51% budget by algorithmic bidding. So, it is obvious who is winning in this highly competitive environment!
Algorithms not only analyze the broad demographic data but also incorporate real-time online browsing behavior to effectively group and cluster the audience. This way, they create a rich user profile to pursue a niche audience for your product much faster and more precisely than a person ever could, boosting your ad performance. For example, Adello AI’s multiple awarded Technology AdCTRL™ computes data combinations >100,000 times/second to understand what made potential customers convert.
There are self-service platforms out there that enable marketers to build their mobile ads efficiently. On Adello.Direct, for example, marketers can use Ad Unit builder to create stunning creative formats such as award-winning Cube or interactive ads such as Booklet or Peel. All they need is only to upload the pictures on the platform, and the creative is ready to go. Adello’s patented AI enables you to go live with a mobile advertising campaign in just a couple of clicks.
Creative reporting provides unique insights into user interaction behavior with ad creatives. The heatmap below indicates the user click pattern. The darker the color, the more clicks users made in this certain part of the ad unit. Our AI makes decisions on audience targeting improvements and inventory choices based on such heatmaps collected from different publishers.
The issue of mobile ad fraud, such as bot fraud, device farms, etc., has increased from 2019 to 2020 by nearly 200%. To monitor, analyze and spot abnormalities in the real-time incoming data 24/7 manually is near to impossible. With its capability of big data analysis in real-time, an AI-driven fraud prevention system can recognize invalid traffic, bots, and malicious applications with even a small sample size, thus saving campaign budget.
As Dr. Augustine Fou advised in an interview for AD.Insider, before choosing a fraud prevention partner, marketers should answer the following two questions:
1) do they have different tags for in-ad versus on-site measurement?
2) do they measure for humans, in addition, to measuring for bots/IVT?
If both answers are negative, their job is not good enough, and you need to look further.
AI-driven technologies play a crucial role in organizing high-performance ad campaigns. They combine machine power, excellent cognitive skills, the ability to analyze large amounts of data, accurate calculations, predictions, and delivery of almost real-time reports in presentable and easy to interpret formats.
AI is mainly engaged in analyzing Big Data and making decisions and predictive analytics based on it. With every analyzed data byte, AI creates new algorithms and – by “learning” independently – improves its capabilities. As a result, AI has achieved tremendous progress and lasting results since its introduction to digital adverting.
The dark side of the advertising industry does not sleep. While algorithms optimize campaigns, viewability, placement, and engagement, digital advertising is also vulnerable to fraudulent attacks. Approximately 25% of campaign spending is flushed on fake bots, device farm downloads, or other fraudulent activities. So, to avoid losses, make sure to do business with ad tech companies, which use AI and ML to detect, fight and prevent fraudulent traffic. For example, Adello uses multiple-awarded AI with complimentary integrated fraud prevention for its operations. This way, Adello’s clients identify and reach out to real people, save up their marketing budget, and grow their business.
Do not hesitate to contact us to learn more about mobile advertising for your business 😉