The world of television is rapidly changing due to the rise of online streaming services like Netflix. More and more viewers are turning digital, which means classic television adverts are avoided. This leaves room for a new model of advertisement.
As such, an EU-funded project is building integrated personalised adverts. Artificial intelligence is used to identify objects, music, décor and locations in real time, which are then turned into video content tags.
Through these tags, you can explore products and services that you are interested in, all the while watching your favourite TV show.
'Can I have an example?' I hear you ask. Of course. Let’s say you are watching an episode of ‘Suits’ on Netflix, when you see Harvey Spector wearing a particular suit that catches your attention.
At the press of a button, a series of adverts appear with similar suits by various designers. With another click, you are able to send the suit directly to your shopping cart and get it delivered to your home the next day.
No longer do you need to dream about you or your husband turning into Harvey Spector – innovation is making it a reality.
The new software allows every individual viewer to see a different advert at the same time. This new form of advertisement ensures that all content is relevant to viewers, and served in the right context.
Not only will it no doubt increase engagement rates, but it could form a full experience for customers, rather than an interference during leisure time.
The possibilities of artificial intelligence born advertisement are endless. Not only can clothing and other objects be shown in adverts, a location where a scene was filmed can be turned into a holiday destination, or you could buy the music track that is playing in the background.
The new model of advertisement combines all these elements to create the most personalised and relevant experience for any individual.
Personalisation and giving an individual the choice to engage with content relevant to them is the new norm. However, combining personalisation and interactivity is a new phenomenon and key to optimising your strategy.
Shoppable adverts served at just the right time are no doubt the future of marketing; and what better time to consider it than with a new year impending?