AI and algorithms are important tools for P&G to make its ads better and more effective.
Artificial intelligence (AI) and algorithms are increasingly key pieces of technology for Procter & Gamble (P&G) as it aims to improve advertising efficiency and effectiveness
👉 Here are some examples of how P&G is using AI and algorithms in advertising:
⦾ In search advertising, P&G is leveraging machine learning capabilities to improve Adwords results, such as reach and cost.
⦾ P&G has planning and scheduling algorithms that help it place ads across dozens of networks and thousands of program combinations while cutting down on redundancy, a sore spot in connected TV.
⦾ Pampers is testing ads using P&G’s AI Studios proprietary testing, which is described as “a neural data network comprised of decades of consumer”.
⦾ Advertising creative is also being tested more frequently against AI. Pampers and other P&G brands like Tide rely on an AI studio offering that uses a “neural data network” built on decades of P&G consumer testing.
⦾ Together with retailers, P&G is creating what he called an “auto-bidder.” The digital solution opens direct access to retailer search programs and lets P&G adjust.
👉 Using AI and algorithms, P&G can better understand their target audience, personalise its ads to be more relevant, optimise ad placement and targeting, reduce wasted ad spend, and improve overall ad effectiveness.
👉 What do you think about using AI and algorithms in advertising? Share your thoughts in the comments below!
