Media Agencies Focus on AI Tools for Media Buying, Creative Lags
At the recent Digiday Media Buying Summit, industry analysts and agency professionals discussed the expanding role of artificial intelligence (AI) in media buying.
One of the key takeaways from the summit was the growing interest in applying AI to optimize media buying processes. Agencies are looking to AI solutions to handle tasks like audience targeting, ad placement, and performance analysis, hoping to improve the efficiency and effectiveness of their campaigns.
“We’re seeing significant advancements in how AI can enhance media buying,” noted Sarah Chen, a senior analyst at a leading media research firm. “AI-driven tools can analyze vast datasets to identify the most valuable audiences and predict campaign performance.”
While the application of AI in media buying continues to advance, the use of AI-generated creative is still far behind. The technology which can generate text and images, has not yet met the complex needs of advertising creative effectively, experts say.
The Digiday Media Buying Summit explored how agencies are working to take hold of the potential of AI in media buying. The conversation underscored the need for more data, better models, and greater industry collaboration to reach the full potential of AI.
Many agencies are moving forward with AI, with the recognition that AI has the ability to reshape the media buying process and increase the impact of marketing campaigns for businesses that use it effectively.
