Is Artificial Intelligence really useful for performance?
What is Artificial Intelligence and what is it used for in advertising, particularly in terms of performance and outcome? According to Xaxis research on AI, presented by Erik Rosa, Managing Director of Xaxis, the level of knowledge of the subject in Europe can still be improved, with 30% of customers declaring themselves "Not confident". This is an area still to be explored if we consider the potential of AI applied to the world of digital advertising. Xaxis has in fact developed Copilot internally, an Artificial Intelligence algorithm that optimizes campaign performance, ensuring concrete results. In the workshop a case study was shown with the participation of UnipolSai, a client who is testing the tool in terms of performance and with which Xaxis will activate in the coming months in the construction of ad hoc algorithms for the specific needs of the brand.
Voice Technology: why advertisers should not neglect it
We talk more and more often about Voice Technology, but almost exclusively at the scenario level: by now everyone has read or heard that in 2020 half of the searches will be vocal. Little or nothing, however, is said about what companies should do to avoid losing business opportunities or the state of the art of the Italian market. Research conducted by GroupM Consulting (GroupM's specialized advisory unit on Data Tech & Insight) on a sample of more than 100 Italian advertisers shows that 67% of marketers are aware of the importance of the theme for the consumer, but only 31 % of companies have started to actively consider the phenomenon. During the workshop the guidelines outlined by GroupM Consulting were illustrated for the implementation of an SEO strategy aimed at maximizing the traffic generated through online searches deriving from smart speakers, making the consumer experience as natural as possible.
Both issues are the basis of the advertising business innovation on which the Group is investing and will continue to invest in terms of specializations and resources, to better support the needs of investors.
"The news of the global reorganization of [m] Platform (Christian Juhl, GroupM global Chief Executive Officer, has reorganized the business structure last week) is recent, to offer a more solid approach to the whole group. On a global level, GroupM has seen the division of [m] Platform into two different areas: the Services area and the platform technological development area. The first specialized in the management services of search, social and programmatic platforms to support agencies, the other deriving from the union of the tech skills of [m] Platform with 2Sixty, Essence's innovation unit. This last area will strategically combine the proprietary assets, including [m] core, the data management platform of the group, in order to increase the capabilities of GroupM on a large scale. Systematization process of the proprietary assets and digital competences that, like Italy, we have conducted in the last two years and has generated the organization already in place" , comments Giovanna Loi , Chief Digital Officer of GroupM Italia.
In fact, in GroupM Digital, as recently told the group's digital assets have been channeled to Wavemaker, Mindshare and MediaCom agencies for more than a year. A transversal structure composed of more than 160 professionals between Milan and Rome, led by Giovanna Loi, Chief Digital Officer of GroupM Italia, which includes the service units in the media (Programmatic, Search, Social, Ad Operations), Xaxis, and the Consulting unit that includes specialized consultancy figures on Data Tech & Insight, as well as on eCommerce.
