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How the Auto Industry Uses Artificial Intelligence to Eliminate Paid Media Waste

Presented at the J.D. Power Automotive Marketing Roundtable - How is the automotive industry eliminating paid media waste and scaling content distribution? The technology, strategy, unique pricing model and lessons learned will be shared by inPowered, a leading programmatic content amplification platform.

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How the Auto Industry Uses Artificial Intelligence to Eliminate Paid Media Waste

  1. 1. Chad Pollitt VP of Marketing inPowered @ChadPollitt How the Auto Industry Uses Artificial Intelligence to Eliminate Paid Media Waste and Scale Content Distribution on Over 40 Native Advertising Channels Peyman Nilforoush CEO & Co-Founder inPowered @ThePeyman
  2. 2. 3 PROGRAMMATIC CONTENT AMPLIFICATION AI-powered platform to drive engagement and action with owned, earned, and sponsored content across 40+ native ad and social media channels inpwrd.com
  3. 3. AGENDA 1. What is AI and how does it work? 2. The role of AI in content distribution and the buyer’s journey 3. Content amplification with & w/out AI – new benchmark data 4. AI Takeaways 4
  4. 4. 5
  5. 5. 6 She Who Learns the Fastest Wins
  6. 6. 7 She Who Learns the Fastest Wins ai can be your competitive advantage
  7. 7. What is Artificial Intelligence (AI)? 8
  8. 8. 9
  9. 9. 10
  10. 10. 11 the science of making machines smart Demis Hassabis, Co-Founder & CEO of DeepMind
  11. 11. 12 Which in turn augments human knowledge and capabilities By @MktgAi
  12. 12. 13 The most important question to ask yourself before choosing an AI solution:
  13. 13. 14 The most important question to ask yourself before choosing an AI solution: Does it actually provide value?
  14. 14. The Role of AI in Content Distribution And the Buyer’s Journey? 15
  15. 15. 16 of people expect brands to create contentHavas Group 84%
  16. 16. 17 researching content online before making a decision to buyJ.D. Power 13+ hours auto buyers in the US spend over
  17. 17. 18 online content assets on average before making a purchaseForrester 11 different auto buyers in the US consume
  18. 18. 19 The Problem?
  19. 19. 20
  20. 20. 21
  21. 21. 22
  22. 22. Agency / Brand Content Amplification w/out AI Manual Buys with Each Network Individually 23
  23. 23. 24 YOU’VE DEFINED YOUR AUDIENCE
  24. 24. 25 Is it the right audience?
  25. 25. 26 Are you sure?
  26. 26. 2 7 Big Problem with Content Amplification Source: Chartbeat Analytics 2 out of 3 paid clicks bounce before 15 seconds 27
  27. 27. 66% OF CONTENT AMPLIFICATION DOLLARS ARE WASTED 28
  28. 28. 29 on native advertising annually by the year 2020 globally Adyoulike $85B brands forecasted to spend over
  29. 29. 31 Better distribution [promotion] improves content’s quality, as the feedback cycle accelerates Ryan Skinner, Forrester
  30. 30. 32 YOU’VE GOT GREAT CONTENT! Owned Content Sponsored Content Earned Content
  31. 31. Content Amplification w/ AI Single Programmatic Platform Agency / Brand 33
  32. 32. 34 AI DEFINES YOUR AUDIENCE SEGMENTS
  33. 33. 35 AI DEFINES YOUR AUDIENCE SEGMENTS
  34. 34. 36 AI Tests and Learns – Headlines, Images, Copy, Gender, Devices, Interests, etc.
  35. 35. 3 7 The AI Does the Targeting for You – Better and More Efficiently
  36. 36. Agency / Brand 38 AI Figures Out Which Channels Provide the Most Engagement
  37. 37. Agency / Brand 39 AI Figures Out Which Channels Provide the Most Engagement
  38. 38. 40 AI Delivers Up To 80% More Efficiency And MUCH Greater ROI
  39. 39. Content Amplification With &Without AI 41
  40. 40. What the Numbers Say using 40+ Native and Social Networks With andWithout AI 42
  41. 41. What the Numbers Say using 40+ Native and Social Networks With andWithout AI 43 *18 months worth of data across 3 verticals & millions of dollars in ad spend
  42. 42. Time to Play The Price is Right With orWithout AI 44
  43. 43. 45
  44. 44. But First… the Rules of The Price is Right With orWithout AI 46
  45. 45. 47
  46. 46. The [KPIs] Products You’ll Be Bidding On 1. Click-through Rate (CTR) – percentage of users that saw and clicked on a native ad unit
  47. 47. The [KPIs] Products You’ll Be Bidding On 2. Engagement Rate – percentage of users that viewed content post- click from a native ad unit and spent 15 seconds or more in the active window
  48. 48. The [KPIs] Products You’ll Be Bidding On 3. Cost per Engagement (CPE) – average cost it took to get a user to spend 15 seconds or more in the active content window
  49. 49. The [KPIs] Products You’ll Be Bidding On 4. Average Engaged Time – average amount of time users spent engaging with content post ad unit click – measured in seconds
  50. 50. Click-Through Rate (CTR) 52 Auto Finance Technology Native & Social Networks w/out AI Native & Social Networks w/ AI 1.76% 1.70% 1.92% 0. 64% 0.53% 0.91%
  51. 51. Click-Through Rate (CTR) 53 Auto Finance Technology Native & Social Networks w/out AI Native & Social Networks w/ AI 1.76% 1.70% 1.92% 0. 64% 0.53% 0.91%
  52. 52. Content Engagement Rate 54 Auto Finance Technology Native & Social Networks w/out AI Native & Social Networks w/ AI 21.84% 26.02% 38.81% 7.28% 8.67% 12.94%
  53. 53. Content Engagement Rate 55 Auto Finance Technology Native & Social Networks w/out AI Native & Social Networks w/ AI 21.84% 26.02% 38.81% 7.28% 8.67% 12.94%
  54. 54. Cost per Engagement (CPE) 56 Auto Finance Technology Native & Social Networks w/out AI Native & Social Networks w/ AI $0.46 $0.60 $0.49 $1.38 $1.80 $1.47
  55. 55. Cost per Engagement (CPE) 57 Auto Finance Technology Native & Social Networks w/out AI Native & Social Networks w/ AI $0.46 $0.60 $0.49 $1.38 $1.80 $1.47
  56. 56. 58 What Happens to CPE as the AI Gets Smarter?
  57. 57. AI-Driven Optimization Delivers Greatest Efficiency and Eliminates Paid Media Waste 59 Date dCPEMax CPE Engagement Pacing Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 $0.95 $0.83 $0.80 $0.71 $0.90 $0.64 $1.00 $1.00 $1.00 $1.00 $1.00 $1.00 105,263 120,481 125,000 140,845 111,111 156,250
  58. 58. Average Engaged Time with Content (Seconds) 60 Auto Finance Technology Native & Social Networks w/out AI Native & Social Networks w/ AI 54.02 74.39 29.58 19.14 14.74 9.89
  59. 59. Average Engaged Time with Content (Seconds) 61 Auto Finance Technology Native & Social Networks w/out AI Native & Social Networks w/ AI 54.02 74.39 29.58 19.14 14.74 9.89
  60. 60. Auto Engagement Performance by Channel with inPowered’s AI 20.32% 53.06% 34.48% 30.00% 25.91%
  61. 61. Auto Engagement Performance by Channel with inPowered’s AI 20.32% 53.06% 34.48% 30.00% 25.91% 36.01% 11.19% 36.28% 26.11% 23.31%
  62. 62. Auto Engagement Performance by Channel with inPowered’s AI 20.32% 53.06% 34.48% 30.00% 25.91% 36.01% 11.19% 36.28% 26.11% 23.31% 44.36% 11.50% 45.45% 09.70% 17.97%
  63. 63. Auto Engagement Performance by Channel with inPowered’s AI 20.32% 53.06% 34.48% 30.00% 25.91% 36.01% 11.19% 36.28% 26.11% 23.31% 44.36% 11.50% 45.45% 09.70% 17.97% 12.64% 26.45% 54.83% 26.70% 18.48%
  64. 64. Industry Recognition for Use of AI by Mazda 66 Total Active Time Spent w/ Content 84,840 hoursw/ AI Positive Consideration Rate 20.7%w/ AI
  65. 65. 67 With the help of inPowered we are using AI to help find sweet spots of relevance and resonance with Mazda’s audience Olga Weinraub, VP, Integrated Media, The Garage Team Mazda
  66. 66. 68 The reason we have so many variations of content (owned, earned and paid ), audiences, and channels is because we are trying to see what resonates with consumers and where, as they move through the Upper / Mid and Lower funnel cycle Olga Weinraub, VP, Integrated Media, The Garage Team Mazda
  67. 67. AITakeaways 69
  68. 68. 70 1. AI can be your competitive advantage, but make sure its use actually provides business value
  69. 69. 71 2. Nearly all auto consumers use online content when navigating the buyer’s journey in order to make a purchase decision
  70. 70. 72 3. It’s becoming increasingly difficult to get content visibility online and there’s a considerable amount of waste in content amplification
  71. 71. 73 4. Content amplification with AI eliminates interruptive advertising while creating targeted scale across 40+ networks
  72. 72. 74 5. There is NO correlation between CTR and engagement and in some cases there’s a negative correlation
  73. 73. Bots ARE NOT Your Friend 75
  74. 74. 76 6. Optimizing towards Engagement metrics using AI, as opposed to CTR, helps eliminate waste in paid media and delivers the greatest efficiency.
  75. 75. 77 inpwrd.com peyman@inpwrd.com chad.pollitt@inpwrd.com Thank You!
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