Brisbane L!VE - Agencies and publishers reveal how they use AI

Ashley Regan
By Ashley Regan | 25 August 2023
Katherine Frost, Daniel O’Connor, James Burnett and Mark Power.

Every company across the advertising industry is preparing or currently integrating Artificial Intelligence (AI) into its business, agencies, brand and publishers revealed on stage at AdNews Brisbane L!VE.

While some are early adopters, like Entain Group and Quantcast, others, like Ryvalmedia and Foxtel, are currently exploring more ways to integrate.

For agencies, Mark Power, Ryvalmedia Brisbane managing director, believes AI is most beneficial for research efforts.

"AI can take a huge load off everybody to get to the bottom of consumer understanding really quickly, and help agencies be at the forefront of what's going on instead of taking months and years sometimes to do research projects," Power said.

As Sara Tweedly, Canstar CMO, showed understanding the complexities of consumers takes a lot of data.

"We have access to a platform that allows us to do white-space analysis, which rather than us  asking lots and lots of people questions, the AI allows gathers words and sentiment across a huge amount of topics which we can then use for brands. That's driving a lot of our media recommendations, but also sometimes creates messaging," Power said.

"AI is not helping us with insights and strategy because client challenges are unique and we can't just ask AI to drive a strategy for us. But we can certainly ask AI to give us the key issues within a particular research function."

Daniel O’Connor, Quantcast commercial director ANZ, is a perfect example of an early adopter, which was worked with AI for almost two decades.

"Our CEO and CTO have non-traditional media background with PHD's in computer science and artificial intelligence," O’Connor said.

"Our machine learning algorithm has been running for 16 years and we've kind of used it the same as we always have because we have that rich data source.

"So we're pretty good at making informed decisions about who to market for a certain product, or what a certain customer looks like."

Katherine Frost, Daniel O’Connor, James Burnett and Mark Power.

Foxtel has future-proofed its platforms - Kayo with 1.4 million subscribers and Binge with 1.5 million subscribers - allowing for customisations with new technologies when they arise.

The platforms, built from scratch only a few years ago, ensures the publisher is using new infrastructure to adapt when necessary. Katherine Frost, Foxtel Media Brisbane sales director, said.

"When you think about all that data that we have across our platforms - for example we know every single click a user makes, the types of commercials that can be served - the opportunity for segmentation is incredible," Frost said.

"For us we are looking at ways we can use that segmentation to help advertisers.

"We launched Kayo Characters recently, which allows clients to target segments across Kayo. For example, if an advertiser wants to target tradies that's a character you can now buy.

"We have a range of segments and we're continuing to build out more to make them available across other platforms as well."

AdNews would like to thank supporting partners Foxtel Media, RyvalMedia, Quantcast, News Corp Australia, associate partner MIQ and co-curators Brisbane Advertising Association and Brisbane Advertising and Design Club. 

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