Mastering AI-Powered Video Advertising: Best Practices and Pitfalls to Avoid

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Cory Treffiletti
April 12, 2024
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Cory Treffiletti
CMO, Rembrand
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Can I begin by stating the obvious?  AI is changing things quickly.  Most marketers at Fortune 500 companies have a hard enough time staying on top of the newest ideas and the breaking trends.  That’s why they bring in fresh talent, but sometimes they just can’t integrate that technology properly to have the intended effect.  That is NOT the case with AI.  Marketers have no choice but to figure it out, and figuring it out requires focus.  As one example, these advancements in AI technology are reshaping the video advertising landscape, offering new opportunities to connect with target audiences in more meaningful and effective ways. To make it a little bit easier, allow me to introduce a few best practices to follow and pitfalls to avoid when implementing AI-powered video advertising strategies.

Best Practices:

1. Embrace Hyper-Targeted Audience Segmentation: This one isn’t new.  For years you’ve been hearing “say goodbye to broad demographic targeting and hello to laser-focused precision”.  Any AI could have written that sentence.  The fact is that now, we can automate these processes, and I really mean automate.  It’s not called automation when in fact there are some people sitting in a room clicking and playing with dashboards . AI-powered segmentation allows brands to target ads based on niche interests, behavioral patterns, and even predicted future actions.  And the good news is that there are some companies doing this without cookies, which is important since those are going stale. By leveraging machine learning, you can uncover hidden audience insights and deliver highly personalized ad experiences that resonate with each viewer.  Then, deliver them a story that just works for them.

2. Implement Dynamic Creative Optimization (DCO): Once again, this isn’t new, however crafting the perfect ad is now both an art and a science because of the advances in technology.  AI enables DCO platforms to analyze ad elements and determine which combinations work best for different audiences.  This may have been done by basic machine learning in the past, but now these platforms can even recommend and generate iterations of your creative that may perform better.  There are even companies that can forecast your performance and save you the time to do testing. This approach saves time and resources while driving better results. Focus on developing a strong creative concept and let AI handle the optimization so you don’t have to.  That speeds things up, for sure!

3. Leverage Rembrand's Organic Video Advertising: This one is new (and it’s what we do, of course).  Imagine your brand message seamlessly integrated into video content that people love, capturing attention without being skipped or ignored, and being supported by the viewers because your brand is supporting their favorite creators. Rembrand's AI-powered Organic Video Advertising solution enables all of this and more.  We enable brands to insert elements directly into the content viewers love in YouTube, TikTok and other premium video platforms. This new approach creates a non-intrusive, immersive advertising experience that drives engagement and leaves a lasting impact.  And what’s more, it is third party validated by a number of sources to improve 

4. Utilize Performance Prediction: AI-powered performance prediction tools analyze historical campaign data, audience insights, and market trends to forecast the potential success of new video ads. You can quickly and easily leverage these tools to make data-driven decisions, optimize ad creative, targeting, and budgeting strategies before launching campaigns. Simulate various scenarios and test different ad elements to identify potential issues and make proactive adjustments.

Pitfalls to Avoid:

1. Overlooking Data Quality: AI algorithms are only as good as the data they're trained on, and they’re is a LOT of data out there.   Most recently there have been articles talking about how LLMs are running out of data to train on, which implies they are all training on the same set of data.  This is a little out of your control since you rely on a platform to work with, but you can and should try to ensure you have high-quality, diverse, and representative data sets to avoid biased or inaccurate insights.Speak to your partner and find out how they are training their models.

2. Neglecting Human Oversight: While AI can automate many tasks, it's essential to maintain human oversight.  Why”  Because we catch things that are not logical.  Human oversight can make things better, and this is never going to go away. Regularly monitor AI-powered campaigns to ensure they align with your brand values, messaging, and goals. Be prepared to make manual adjustments when necessary.

3. Over-Relying on Automation: AI is a powerful tool, but it shouldn't replace human creativity and strategic thinking. Use AI to augment and enhance your abilities, not as a substitute for innovative ideas and compelling brand storytelling. Remember, AI cannot replace a human, but it can speed up the deliverables we do and take over some responsibilities.

4. Failing to Test and Iterate: Implementing AI-powered video advertising is an iterative process. Continuously test, measure, and refine your strategies based on performance data and audience feedback. Don't be afraid to experiment with new approaches and learn from both successes and failures.

By following these best practices and avoiding common pitfalls, you can harness the power of AI to drive unparalleled efficiency, personalization, and campaign performance in your video advertising efforts. However, the key to success lies in finding the right balance between leveraging AI's capabilities and maintaining a human touch.  Also, this ensures you have a job too 🙂

As you embark on this exciting journey, remember AI is a means to an end, not an end in itself. The ultimate goal is to create meaningful connections with your audience, deliver value, and build long-lasting brand loyalty. By combining the power of AI with your own strategic vision and creative prowess, you can take your video advertising to new heights and stay ahead of the competition.  Humans understand emotions, and emotions are what create that connection.

So, how are you integrating AI into your video advertising strategies? Have you explored Rembrand's Organic Video Advertising solution? Share your experiences and insights in the comments below, and let's learn from each other as we navigate this brave new world of AI-powered advertising together.