Once upon a time, context in advertising was the only ad-targeting game in town. However, it was overtaken by data, demographics, and ethnographics. Now, with the deprecation of cookies looming, contextual AI is making a comeback. It helps advertisers understand not only who their audience is but also the environment and mindset in which they are receiving ads. In a video interview with Beet.TV, Lisa Giacosa, Chief Investment Officer at Spark Foundry, discusses the resurgence of context in advertising.
When using video to target an individual with a specific product, advertisers need to consider various factors such as the screen the viewer is on, their location, device, mindset, and whether they are at home or outside. For example, an ad for a local plumber may be more relevant when the viewer is at home rather than in a hotel room. Similarly, personal medical messages may be appropriate on a private device but not in a public environment.
Spark Foundry, a global media agency part of Publicis Media, specializes in media planning, buying, analytics, and multi-platform media strategies. Giacosa is excited about the potential of generative AI and contextual AI to combine art and science in advertising. She believes that bringing more relevance and value to advertising can help operate faster in the market.
While AI is not new in media, Giacosa expects it to be a significant topic of conversation at this year’s Cannes Lions festival. She believes that people are intrigued about what the future holds with AI in advertising. This year marks a turning point where new advancements in AI are gaining attention.
You’re watching “The Power of Context: Driving Attention to Intention in a Privacy-First Era,” a Beet.TV Leadership Series presented by Seedtag. For more videos from this series, visit this page.