‘People are becoming media’: OMD says AI needs human involvement
Influencer marketing is growing, but no brand wants to be subjected to a Logan Paul fiasco. Agencies and brands are investigating ways to verify influencer followers and eliminate fraud, with some like Nike and HelloFresh going so far as to bring more of their influencer marketing in-house. Digiday spoke with Doug Rozen, chief digital and innovation officer at the Omnicom agency OMD, about how artificial intelligence can improve influencer marketing. Our conversation has been edited for clarity.
Are clients spending more on influencer marketing?
Influencer marketing is gaining scale. Essentially, people are becoming media. But our clients lack the data to systematically choose the right influencers. Influencer campaigns are being done very ad hoc. We are introducing tools that use AI to rate influencers and help us justify how much our clients should be spending when it comes to influencers.
What are these tools?
One of the tools we launched in December and is called OMD i-Score. It leverages AI and IBM Watson and allows us to understand the authenticity of an influencer’s audience and how much is real vs. bot-based, and gives a rating on each influencer. The other tool is called OMD Influency and launching in four weeks. It helps us plan which influencers are right for a client to use once we score the influencers. These tools help us justify how much our clients should be spending when it comes to influencers, and we are going through the process of exposing them to our clients right now.
What do you think about more brands bringing influencer marketing in-house?
Like all emerging media, there is value in leveraging a specialist. This includes the unique tools, experience working with different types of influencers and the rates we can gain through scale.
What’s OMD’s view of AI?
We talk about “artful intelligence” because AI isn’t going to be successful without human interaction. There is too much talk about artificial. The issues of brand safety, ad fraud and transparency are all rooted in the term artificial. The industry needs authenticity.
How else is OMD using AI?
We are using it to build chatbots and Alexa skills for our clients, provide our clients with content inspiration using image-recognition tools and within our own business in the form of chatbots for organizing projects. We’re especially excited about applying AI to distinguish predictive behaviors of consumers and personalize content.
Are you seeing any fallout from the YouTube crisis?
Overall, brand safety is greater than one single platform. There’s not a single solution that can meet every client, and there’s no platform that is 100 percent brand-safe in digital.
What platforms are you concentrating on right now?
I’m interested in all of them because they all serve a specific function. To believe that one is better or worse than another means not using their inherent differences to clients’ advantage. We want an approach that uses the best of what each platform has to offer instead of putting all of our spend on one.
Image courtesy of OMD
How the push for anti-‘woke’ advertising could create controversy for brand startups
As some push back on inclusive marketing, startups with more to lose sound off.
U by Kotex believes normalizing periods will help it reach millennials, Gen Z
U by Kotex is looking to continue with recent streaming ads, digital spots, banner ads, shopper marketing and influencer partnerships focused on “Normalizing Periods.”
Can Meta remain the ‘holy grail of paid advertising’ with challenges, challengers and Advantage+?
With more competitors and less solutions, advertisers sound off on Meta's social ad dominance.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
Digiday+ Research Briefing: CMO Strategies — How marketers’ social platform budgets stack up
In this week's Digiday+ Research Briefing, we share focal points from Digiday's recently released reports on how marketers’ social platform budgets stack up, and how agencies are feeling less pessimistic about the death of the third-party cookie.
With TikTok star Keith Lee, Pepsi hopes to draw Gen Z to Black-owned restaurants
Pepsi is teaming up with TikTok food reviewer Keith Lee to promote the best Black-owned restaurants with a focus on Gen Z.