Accenture is touting an AI-driven programmatic video ad
Accenture Interactive, Accenture’s agency arm, is pitching publishers and brands on a product that uses AI to automatically overlay product placements on streaming video content.
The way it works is, for example, if an online streaming service serves a video ad featuring a moving plane to two people, one in the U.S. and the other in France, the former will see the plane with, say, the Delta logo on it, while the latter will see the same plane with the Air France logo instead.
Alex Naressi, managing director of Accenture Interactive’s research and development unit, said that the software uses machine learning — a specific field of artificial intelligence that looks for patterns in large data sets to identify patterns and make decisions — to learn from and simulate human vision. In this way, he said, it can run simulated eye-tracking to create attention heat maps for any video automatically, then decide what the viewer is paying attention to and place a product in the corresponding area in real time.
Naressi said the platform also combines automatic semantic analysis with human insights and moderation to ensure brand safety and contextual relevance.
Accenture Interactive launched the ad format at Cannes Lions but hasn’t tested it with any brands or publishers or decided how it would charge clients for it, as patents are pending.
Naressi said he envisioned the video solution as an “interruption-free native inventory” that’s immune to ad blocking.
Brandon Purcell, senior analyst for Forrester Research, said he hasn’t seen the solution firsthand, but that based on Digiday’s description of it, he thinks it looks like a better implementation of AI than the chatbots that are most organizations’ first foray into AI.
“This solution is incredibly interesting to me, as it dynamically changes the content for an individual not just based on gender or geolocation but also on behavioral factors,” he said. “This approach can be applied to other marketing areas like email and even dynamic display advertising in-store. Lots of AI algorithms today are open-source, so the true differentiator is the data that an organization uses to train the machine. If Accenture has its own human eye movement data, it will be very powerful.”
‘We’re not in advertising mode’: Anheuser-Busch CMO Marcel Marcondes on staying relevant
Last month, Anheuser-Busch announced that it would use its production lines to produce hand sanitizer to help consumers amid the coronavirus pandemic. But that’s only one way the world’s largest beer company is changing the way it operates during this crisis. As the situation has evolved, the company has developed initiatives aimed at helping consumers […]
It took a global pandemic, but Facebook Live is back in favor
With people at various levels of lockdown, Facebook Live has gone from being a back-up way to being at events to being one of the only ways during the pandemic.
‘Be helpful’: How marketers are adapting their messaging to a fraught environment
Using that tactic -- fostering a sense of community with some version of “we’re in this together” and making explicit how big businesses are trying to help -- is common in the new advertising.
SponsoredRegulations are prompting publishers to develop new strategies around user log-ins
In a post-GDPR and post-cookie world, more publishers are making concerted efforts to explain the value of their content to users and increase the volume of consumer authentication.
‘Right thing to do at the right time’: The definitive oral history of Hyundai’s assurance program
Here’s the story of how the Hyundai Assurance came to be and how it was revived in recent weeks.
Member ExclusiveFinance is the new creative: Balance-sheet crunch leads ad and media businesses to seek new liquidity avenues
This is the second of a weekly column about the big changes and challenges facing media and marketing leaders. Be sure to join Digiday+, our membership program, to get access to this column and all Digiday articles, research and more. First came the shock. Then came the bills. Eager to maintain positive free cash flow […]