INSIGHT
easily produce and manage display ads
and better still, make suggestions for
how the ads should evolve to produce
better returns. Typically, the AI makes
incremental changes to the ads using
real past and present conversion data for
different creative element, not only saving
time and hassle during the creative process
but revealing the full impact of
a strong campaign.
But crucially, as is often the case with
humans, AI also works best if every piece
of relevant information is made available
for the decision-making process. That’s
why many start-ups are now using AI-
powered cloud platforms, as these types of
tool empower marketers by enabling them
to have everything they need to develop the
ads in one place, cutting the time spent on
repetitive tasks, simplifying the processes
around the ads, assets and parties being
used and, perhaps most importantly,
boosting the output level to make the work
of one man feel like that of a hundred.
The results of the application of
these new AI-based technologies are
impressive and advertisers in the Nordics
are beginning to notice. For example, one
Nordic TV channel saw its conversion
rate increase by more than 30%, a Nordic
gambling firm experienced uplift of
40% and Nordic aggregators have seen
conversion increases of up to 200% from
using these AI-based tools.
But even if these technologies may
be what the advertising industry needs
to renew itself and revive online display
advertising, the effective use of such tools
requires significant cultural change within
organisations. And as we all know, such
change is painful because it means the
individuals involved in the creative process
need to start doing some things they don’t
currently do and are unfamiliar with, and
also stop doing some things that were
previously a core value-add but which
new technologies have effectively rendered
redundant. The question is, therefore, how
many of these more established companies
will dare to embrace the change.
ALOK ALSTRÖM is chief
commercial officer of
Adclouds.io, a platform for
AI-powered ad A/B-testing
that enables companies to
produce, manage and evolve
display ads with the help of AI. His
previous roles included general
manager of Uber Sweden, director of
business development for the Bisnode
Group and management consultant at
the Boston Consulting Group.
NAME: ALOK ALSTRÖM
DATE: 7 APRIL 2017
WHEN: 11.00
iGB Affiliate Issue 62 APR/MAY 2017
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