It is well established that you can only have 2 of the 3 options here:
THE OPTIONS
Things can be done either
1. Well and fast but it will cost you a ton, or
2. Cheap and well done but it’ll take forever, or
3. Fast and Cheap but the quality will suck.
AI is aiming to put this axiom to proverbial bed because 2 out of 3 ain’t bad… but it’s not very good either.
What Advertisers and Their Clients Need Most and How AI can help.
We know the relationship between a campaigns effectiveness or a companies bottom line and campaigns that are have award winning creative work from some of the most expensive advertising agencies.There is plenty of data from various studies showing that a company’s bottom line is affected by the quality of the creativity, according to a Kantar CrossMedia database study in 2023, the results showed that
“Creative quality contributes to nearly 50% of media impact far surpassing reach or frequency of touch-points. And when we add the synergy effects provided by powerful and consistent creativity deployed across all media, it contributes as much as 55% “
https://www.kantar.com/inspiration/advertising-media/creative-effectiveness-what-weve-learned-from-french-cannes-winners
Source: Kantar tanulmány
And Cannes’ own archival data suggest that the companies consistently recognized at the Festival are familiar corporate titans. Since 2000, Volkswagen has been recognized with nearly 740 shortlists and medals. Nike has 516 and Procter & Gamble is close behind with 450.
Source: Fast Company atricle
It is notable that in all the winning cases above the clients choose option one, the most expensive of the 3 variable.
So how can AI help?
It’s fast and can comb through research data and can execute lightning-fast, highly-targeted, indepth, consumer and competitor research for any company. The result cuts this process down from several expensive weeks to a few minutes.
So according to the latest independent research the elimination of just the difficult research and briefing process alone will save companies over 30% in the marketing budgets. If AI based research can be trained to target…
„“The $200bn black hole: Marketers wasting a third of budgets by giving agencies crap briefs with non-existent strategy..”
With the help of AI option one may just be affordable to all ad agencies and their clients… providing a more level playing field not by penalising the cash-strapped startups or small businesses but by raising all boats.
