Workflow
Ferro said Disney is currently working with 8,000 advertisers. “We want to work with 80,000 advertisers,” Ferro said. “We have tens of thousands of creatives to review every month and we can’t scale this.”
That’s where AI could come into play. AI can automate the review of that creative, opening the door for advertisers who have been locked out of the highest-paid TV ad market. Disney is already doing it in several ways. The company’s self-service programmatic advertising platform will allow small businesses and performance advertisers to purchase inventory across Mouse House’s properties, ultimately generated by AI, without a large production budget. It allows us to provide additional capabilities to develop customized creatives for brands at a lower cost. .
On the consumer side, streamers and digital platforms have been using AI and algorithms for years to give viewers custom recommendations on what to watch next, and platforms including YouTube have enforced content policies. YouTube’s Albert said it has been using AI for years to enforce.
As for advertisers, “we are in the early stages of exploring what is possible for brands and creators and overall storytelling on YouTube,” Albert said.
AI naturally lends itself to addressable and dynamic advertising capabilities, which are becoming increasingly prominent. These tools allow advertisers to tailor their campaign execution to target user behavior, and based on their own data on previous ad interactions and consumers’ existing brand relationships. You can serve different versions of creatives.
Using AI “just makes it easier as an advertiser to reach the right audience in the right format with the right content,” says Albert.
