Kevin Joyner, Director of Planning & Insight at Croud offers his marketing agency predictions for 2019.
AI has been making headway in the advertising industry for a while, but it’s about to take a very big leap. In fact, we’ve already begun to see AI making its mark on creativity, with the latest Lexus ad being the first to be entirely scripted by AI.
Machine learning will offer better personalisation than ever before. It will identify intent automatically and match this intent to relevant and timely personalised ad campaigns.
In 2019, we’ll see the first multi-channel, co-ordinated, automatic digital campaign.
People will see the creative in the right place, at the right time in a meaningful way, and have their attention won. This will be delivered without a media planner lifting a finger.
And whilst some may be sceptical that this essentially makes the media planner redundant, I expect we’ll see media planners upskilled and focusing more on the strategic and creative elements – automation will always need a human touch.
By Kevin Joyner
Director of Planning & Insight