Dr. Annina Neumann
Vice President Data Technology, ProSiebenSat.1
Product Manager Sonderwerbeformen, SevenOne Media
HOW AI IS SUPPORTING THE IDENTIFICATION OF ADVERTISING ENVIRONMENTS
Compared to classic forms of advertising, context-related advertising has a more positive influence on ad recall, brand awareness and brand consideration. Even just identifying precisely fitting contents to suitably place advertising campaigns poses a significant challenge. This challenge can be met with the use of AI. Contents and formats can be automatically analysed and categorised into categories such as storylines, topics and emotions. This enables a much faster and more customer-friendly coordination and booking process.
In terms of its advertising offers, ProSiebenSat.1 is already using such an AI and has carried out the first test campaigns with contextual ads. Annina Neumann, Vice President of Data Technology at ProSiebenSat.1, and Sven-Olaf Planert, Product Manager of Special Advertising Formats at SevenOne Media, will be highlighting the challenges and results of the first AI-based campaigns. They will also be showing how else AI can be used in a video context.