Incubeta Ignite: The Future of Advertising is Conversational
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Explore AdLingo ad formats with Joystick's Farrach Qureshi, as she explains how we can use conversational AI to build relationships with customers new and returning.
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Incubeta Ignite: The Future of Advertising is Conversational
- 1. ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED. Farrah Qureshi Interactive Producer EMEA Joystick The Future of Advertising is Conversational
- 2. ©2019 JOYSTICK. ALL RIGHTS RESERVED. The Future of Advertising is Conversational Farrah Qureshi Digital Producer, Joystick
- 3. 3©2019 JOYSTICK. ALL RIGHTS RESERVED.
- 4. ©2019 JOYSTICK. ALL RIGHTS RESERVED.
- 5. *Source: Google/Ipsos, Video Mobile Diary, US, 2017, n of 4,381 (saw ads occasions). **“ Econsultancy and Google, Marketing and Measurement Survey, n=514, marketing and measurement executives at North American companies with over $250M in revenues; n=133 leading marketers who reported marketing significantly exceeded top business goals in 2016, n=381 mainstream marketers (remainder of the sample), March 2017 ***https://adage.com/article/epsilon/personalization-evolve-2018/312048 Engaging. 3x more attention for ads that are more relevant to users* Helpful. 89% leading marketers say it’s critical To provide assistive experiences** Personal. 80% consumers more likely to purchase when experience is personalised *** ©2019 JOYSTICK. ALL RIGHTS RESERVED.
- 6. So what if we could have conversations with our audience in an ad? ©2019 JOYSTICK. ALL RIGHTS RESERVED.
- 7. So what if we could have conversations with our audience in an ad? ©2019 JOYSTICK. ALL RIGHTS RESERVED.
- 8. Conversational AI is about looking forward. “AI and machine learning could get us closer to of one of advertising’s most-sought goals: relevance at scale." Marvin Chow Vice President of Global Marketing, Google ©2019 JOYSTICK. ALL RIGHTS RESERVED.
- 9. Introducing Conversational Display Ads by AdLingo Mobile Web 300 x 250 expandable full screen conversation Desktop 300 x 600 in-article Mobile App Full screen interstitial ©2019 JOYSTICK. ALL RIGHTS RESERVED.
- 10. Introducing Conversational Display Ads by AdLingo Mobile Web 300 x 250 expandable full screen conversation Desktop 300 x 600 in-article Mobile App Full screen interstitial ©2019 JOYSTICK. ALL RIGHTS RESERVED.
- 11. ©2019 JOYSTICK. ALL RIGHTS RESERVED.
- 12. Drive meaningful conversations at-scale Reach your audience where they are ● Scale: 3M+ websites and apps in Google network ● Best in class audience data ● Opt-in, users choose to engage ● Personalized based on user needs ● Helpful, provides assistance to users ● Seamless, no need to leave the web page or app ● Active Conversation time 1:46 min on average* ● 3.2 brand interactions with each user on average** Engage your audience seamlessly in a real time, two-way conversation *Average time spent in engaged conversation per user across AdLingo campaigns from 10/1/18 to 6/30/19 ** Average across AdLingo campaigns from 10/1/18 to 6/30/19 Get results for your brand ©2019 JOYSTICK. ALL RIGHTS RESERVED.
- 13. Proprietary + Confidential AdLingo is especially effective for use cases where a conversation is valuable to guide users ©2019 JOYSTICK. ALL RIGHTS RESERVED. Deep brand connection to drive awareness and favourability Brand image building Personalized product recommendation based on user preferences Guided shopping FAQ-style conversation to educate consumers Complex product education Generation of high value leads qualified thanks to a set of questions Demand Generation
- 14. Conversational AI requires a different approach to engagement. Understanding the way audiences interact with your brand is crucial. ©2019 JOYSTICK. ALL RIGHTS RESERVED.
- 15. Preparing for Conversational AI Establish Specialised Objectives & Goals Understand and Anticipate Your User’s Needs Design for Conversation ©2019 JOYSTICK. ALL RIGHTS RESERVED.
- 16. 1. Demonstration video a. Haven Beauty ©2019 JOYSTICK. ALL RIGHTS RESERVED.
- 17. Los Angeles 4551 Glencoe Ave, Ste 330 Marina del Rey, CA 90292 310-845-6319 Cheers! Farrah Qureshi Digital Producer farrah@joystickinteractive.com New York 25 Broadway, 5th Floor New York, NY 10004 917-473-0091 London The Stanley Building 7 Pancras Square London, N1C 4AG +44 (0)749 502 2208 Santo Domingo Corporativo 2010 Av. Gustavo Mejía Ricart Ste 303 Santo Domingo, DR 809-562-6921 Sydney Level 4, 100 Harris St, Pyrmont, Sydney NSW 2009, Australia +61 433 782 076 ©2019 JOYSTICK. ALL RIGHTS RESERVED.
Editor's Notes
- Today I’ll be talking about the future of advertising, which is conversational
- For those of you who don’t know, we’re a creative and production agency and OBVIOUSLY we have an amazing team of designers and devs who bring all this digital creative to life!
- Lets talk about the future - actually lets talk about where we are right now. We live in a world where we want to make our lives easier. We create all this technology at the speed we have, because we essentially want to make our lives easier, simpler, more efficient and fast. As we become more accustomed to an AI world: Alexa; Siri; self driving cars like Tesla; Nest - the learning thermostat, algorithms for Amazon and Spotify recommendations), in the future we’ll expect ALL ASPECTS of our lives to operate much more efficiently and easily.
- When we apply that to marketing, we KNOW we need to make marketing more engaging without being intrusive, more personalised and much more CONVERSATIONAL to get top results. At present, the best way to be engaging, helpful and personal would be human interaction, for example guiding a shopper through complex products in a store. But this doesn’t scale. But where do you go from here? How can you take this to the next level? how do you make personalised experiences or conversations work on a mass scale?
- What if we could have a conversation in an ad? What would that look like and how could that work?
- What if we could have a conversation in an ad? What would that look like and how could that work?
- This is where conversational AI comes in “Conversational AI is using messaging apps, voice activated assistants and chatbots to automate communication and make customer experiences personalised and at scale”.
- So this is conversational ads. Our partners at Google have been tapping this technology in an innovative new ad format called Adlingo. Essentially it is how a chatbot on a website would work, but is housed in a display ad - powered by conversational AI technology. So, when the user clicks on the ad, the ad starts a conversation thread with the user without having to move to a website.
- So this is conversational ads. Our partners at Google have been tapping this technology in an innovative new ad format called Adlingo. Essentially it is how a chatbot on a website would work, but is housed in a display ad - powered by conversational AI technology. So, when the user clicks on the ad, the ad starts a conversation thread with the user without having to move to a website.
- So I’ve got 2 examples to show you, showing how the interaction between the user and the ad works.
- One of the biggest benefits is the ability to easily talk with new users. By talking to these users (who haven’t intentionally gone on to your website), you can gain valuable insight into customer pain points, preferences, complaints, etc. And that is good intel for you to use for future campaigns. users can ask questions and find out information right there without having to click out to your website, it could help you close the funnel faster and secure more conversions. Adlingo have seen promising results so far...
- It also appeals to different buyers in different stages of the cycle.
- When it comes to getting started on an AI project, it requires you to REALLY know your consumer, what their needs are and how they interact with you.
- SET specific goals - You have to determine the purpose of your conversational AI project and how it will help customers on their journey. Thoughtful planning about objectives and goals so that it leads to a great execution Be sure that you understand what your users will be expecting from the product. Anticipating what users will say or need will create a more useful, engaging interaction Design for conversation - Be sure to invest time in conversation dialog and flow, how you are presenting information visually, to personify your brand effectively
- Bart Simpson wont fight the future and neither can we - conversational ads is the next big thing so watch this space!