CANNES — Could artificial intelligence revolutionize the way brands promote themselves through online video? One business executive thinks so.
AI is poised to transform how brands can leverage the actual content within videos they advertise on, rather than relying on traditional methods.
“AI gives us the ability to actually understand what's going on in the video that's being watched at that moment, and we think this is going to change the direction of video going forward,” David Agnew, Silverpush's head of Midwest sales, said in a video interview with Beet.TV.
Scan videos for context
Silverpush is a contextual intelligence company, and its platform scans videos to identify favorable content for specific brands to advertise in.
“Silverpush primarily operates in the YouTube space,” Agnew said, “but we serve all video, so we can serve CTV, OLV, and all of these things.”
“We believe AI will transform how brands can leverage what's actually happening in video, as opposed to traditional targeting solutions that have relied primarily on metadata, audience data, and so on.”
Brands Investing in AI Capabilities
“Silverpuh is a technology company specializing in AI-powered marketing and measurement solutions.
The company's services include cross-device mapping and attribution, which tracks user interactions across multiple platforms to better understand consumer behavior.
The company leverages its proprietary audio beacon technology to enable synchronized marketing across devices. Silverpush's products are designed to enhance the effectiveness and analytics of digital advertising campaigns, providing advertisers with the insights and data to make informed decisions about their marketing strategies.
Agnew said he is encouraged that many brands are eager to explore the potential of AI in advertising.
“Like a lot of people, we've been hearing a lot about AI and how it will impact everything,” he says after attending the Cannes Lions advertising festival.
“The takeaway for me is that there's still a lot to learn, but it seems like a lot of companies and brands are really interested and invested in discovering more of these capabilities, so we're excited about it.”
New targeting brings new insights
But beyond targeting capabilities, Agnew is also keen to see how AI can unlock new understanding of video viewers.
“I think we're in a really strong position to help brands take targeting even further,” he says, “and to me, the most exciting thing is probably the new insights that come with these new targeting solutions that are out there.”
