AI transforms TV advertising

Plus: Getty's AI tool for marketers

January 10, 2024

Hey there! This has been an exciting week for marketing tech. With the Consumer Electronics Show (CES) underway, companies have been dishing out major tech announcements left and right. And unsurprisingly, many of the biggest martech advancements are powered by AI. Today, we’ll dive into a few of the biggies.

Telly Is Powering the Future of TV Ads with AI

Source: Telly

Telly is a fully ad-supported connected TV (CTV) maker known for offering free devices in exchange for consumer data. Now, it’s integrating AI tools into each device, presenting new marketing opportunities:

  • Each Telly TV will now feature an AI assistant (powered by ChatGPT), which tracks the users’ content preferences and analyzes objects in their surroundings with its built-in camera.

  • By learning users’ preferences over time, the Telly AI assistant will make customized recommendations and display targeted shoppable advertisements.

  • The CTV offers an always-on ad unit, displayed on the its secondary (lower) screen. According to Telly, viewers remember the ads on its second screen better than those in traditional commercial breaks.

Getty Images Launches AI Tool for Marketers

At CES, Getty Images launched its latest offering—Generative AI by iStock, a commercially-safe generative AI tool built for small businesses:

  • The tool is trained using high-quality content from Getty Images’ creative libraries and powered by NVIDIA Picasso, a generative art tool.

  • To ensure that each output is safe for commercial use, the tool is engineered to avoid generating known products, people, places, and other copyrighted elements.

  • Once users generate a visual, they can download and license the visual with legal indemnification and no extra cost.

NBCUniversal Brings AI to TV Advertising

Source: NBCUniversal

On Monday, NBCUniversal announced the latest AI-powered update to its ad platform, One Platform Total Audience:

  • This new feature trains AI with the company’s first-party data and advertisers’ data sets to better target specific audiences.

  • The platform will then use AI to create an optimized media plan for each media buy, automating budget allocation across linear and streaming.

  • One Platform Total Audience gets hyper-granular, accounting for the tone, genre, and emotion of each ad placement on top of product-market fit.

Honda Expands Its ‘Chasing Greatness’ Campaign with AI

Honda’s newest advertising campaign, “Chasing Greatness,” started as a 30-second commercial. Later this month, the company will use AI to bring the campaign to social media:

  • The 30-second ad features Honda’s newest TrailSport vehicles. Featuring indie artist Bishop Brigg’s latest single, “Triumph,” the ad is poised to help Honda tap into pop culture.

  • In mid-January, Honda will release three 15-second versions of the ad—built with AI. AI crafted the ad spots to be fast-paced and social-first, quickly highlighting the vehicles’ biggest features.

  • The campaign will ultimately span broadcast television, streaming, and YouTube.

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