Broadcast advertising outperforms digital ads with the use of AI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 25, 2020, 10:19 AM UTC

Veritone’s recent study spanning 100 television and radio stations across the US and Canada found the average campaign lift for broadcast was 6.5% in Q1 and Q2 of 2020.

As per the research, the use of artificial intelligence (AI) in broadcast advertising can help advertisers calculate the success of their campaigns and measure lift in real-time. The report’s analysis of 250 broadcast advertising campaigns found that the average lift or an ad’s impact on traffic was 6.6%.

Average clickthrough rates for digital ads like display (0.64%), Facebook ads (0.90%) were comparatively lower. Spots which saw the most lift were morning and midday spots.

Mid-month spots between week two and three had better lifts compared to the first and last week. Live-reads got two times more responses than pre-recorded spots. Ryan Steelberg, Veritone, said AI can increment the value of broadcast advertising.

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