AI-native advertising looks more and more like it has some legs. Ignoring it means the opportunity for mismatched campaigns that alienate rather than engage the growing "soccer-loving" (yes, I do call it football in my personal conversations) audience in the States.
The buzz around AI-native advertising, made me think of how many marketers still rely on outdated methods. This specifically misses the nuanced preferences of today's sports fans.
The World Cup's influence on American interest in soccer/football is a perfect example that I saw firsthand, yet many campaigns appear to be failing to resonate. Leveraging AI to tailor content effectively looks far more promising.
Provalytics is currently working with a sports apparel brand that have ties to the #WorldCup. In the early part of our pilot measurement study, they relied on traditional demographic targeting, assuming it would capture the soccer audience. Our assessment was that engagement was lackluster.
In recent months the brand team integrated AI into their media planning to analyze fan behavior and better understand preferences. This personalized content appears to have significantly improved incrementality of the recent campaigns in the Agile Impact Modeling (AIM) platform.
The assumption that traditional targeting methods suffice in a rapidly evolving market is starting to show cracks. Things are far from perfect, but AI-native advertising can reveal the importance of precision in targeting.
When campaigns align with audience interests through AI, engagement and incrementality naturally follows.
Cheers
Todd