情绪驱动消费旅程.pdfVIP

THE SENTIMENT DRIVEN CONSUMER JOURNEY Brand Impact With Intelligent Video Advertising Relevance = Impact Marketers know that relevant brand stories can propel audiences through the consumer journey. 2 The Journey How can we more effectively engage consumers and move them forward in their journey with relevant ad exposures? 3 This Is Where Artificial Intelligence Comes In… In advertising, sometimes a computer works best. Machine learning can take the guesswork out of ad sequencing. 4 How AI Drives Optimized Consumer Journeys AD EXPOSURE POLL MACHINE LEARNING THE “RIGHT” NEXT AD IS DELIVERED Consumers are exposed to an ad After video ad, subset of consumers are Attitudinal and behavioral data power The right next ad exposure is optimized asked a single attitudinal or behavioral machine learning to determine which ad for each individual to drive them through question to assess their engagement each individual should see next, at scale the consumer journey 5 What We Tested: Today’s Consumer Journey Options NON-OPTIMIZED CONSUMER JOURNEY OPTIMIZED CONSUMER JOURNEY