It could sound bizarre, however I can’t consider AI media planning with out considering of the 1999 Robin Williams film Bicentennial Man. OK, wonderful, I can’t consider synthetic intelligence (AI) on the whole with out it coming to thoughts, however I can clarify.
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The film follows the “life” of Andrew, a robotic bought to do family chores, solely to appreciate he can do way more and desires to grow to be human.
Clearly, that is excessive. I don’t suppose ChatGPT can be going earlier than Congress to ask for human rights like Andrew anytime quickly.
However with AI a subject of day by day dialog, this imaginative marketer can’t assist however surprise about all the chances it holds, professionally and personally.
Final 12 months, Pew Analysis discovered 55% of People use AI at the least as soon as a day.
IBM discovered that 42% of enterprises additionally use AI as soon as a day, and a further 40% are exploring the way to incorporate it into their workflows. AI media planning is undoubtedly an space ripe with alternative.
Why Use AI for Media Planning
Effectively, why can we use AI for something?
A Forbes Advisor survey reviews that 64% of companies consider synthetic intelligence can assist enhance their productiveness — and AI media planning isn’t any exception.
Utilizing AI in media planning has many advantages, all of which result in higher general productiveness.
Advantages of AI Media Planning
Elevated Effectivity
Have you ever ever requested a chatbot a query? How lengthy did it take to reply? Normally, I’m guessing lower than a minute. AI can course of requests, analyze information, and reply quicker than any human.
It’s no shock that in accordance with HubSpot analysis, 90% of entrepreneurs say AI and automation assist them spend much less time on guide duties, extra time on the elements of their job they take pleasure in most (80%), and extra time on the inventive facets of their position (79%).
For media planners, this could imply faster market and marketing campaign evaluation — two issues I’ve discovered to be notoriously time-consuming.
Sooner Optimization
AI algorithms adapt primarily based on the data they’ve. For instance, in case you enter or grant entry to your media marketing campaign efficiency information, the AI software ought to regulate its output to ship optimum outcomes with the press of a button.
Decrease Prices
Because of its elevated effectivity, quicker strategic optimization, and proficiency with smaller duties, AI can reduce pointless bills in your media planning budgets.
For instance, in case you’re paying a freelancer by the hour to copy-edit your advertisements, utilizing an AI software like Grammarly can assist minimize or eradicate the necessity for these hours.
When working with a restricted funds or lean group (like a lot of my previous purchasers), these small financial savings could make a giant distinction.
Elevated ROI
This possible goes with out clarification, however whenever you spend much less, you routinely enhance your return on funding. What enterprise doesn’t need that?
Limitations of AI Media Planning
Now, let’s take a look at the opposite finish of issues. As nice as AI sounds for media planning, it nonetheless has drawbacks.
Knowledge High quality
Knowledge high quality is essentially the most important concern with any use of AI. Synthetic intelligence usually runs off info fed from its customers and the web — and, let’s be actual, there’s so much of dangerous content material on the market.
Realizing this, you’ll be able to’t at all times know if the outcomes you get from AI are sound or primarily based on dependable sources. This may be harmful when utilizing AI for market or platform analysis in media planning.
Plagiarism
Compiling info from many sources comes with the danger of plagiarism.
AI-created content material is inherently by-product — primarily based on issues that exist already. So, there’s at all times the chance that your outcomes could also be much like what’s already on the market and even these delivered to a different person.
Think about working a Fb Advert with the identical headline or picture as your competitor … not the very best look.
Bias
As my teammate and senior advertising and marketing supervisor at HubSpot, Flori Needle, explains, “AI is biased because society is biased.”
“Since society is biased, much of the data AI is trained on contains society’s biases and prejudices…For example, an image generator asked to create an image of a CEO might produce images of white males because of the historical bias in employment in the data it learned from.”
Sadly, that is one thing I uncovered first-hand.
And bias is so prevalent that even Google needed to halt human depictions in its AI Gemini.
Stereotypes and bias are most undoubtedly not stuff you need in your inventive. So be cautious.
Privateness
As we talked about earlier, AI learns from something typed into it. Whereas AI can genuinely assist expedite your work, you should typically share detailed info to supply worthwhile outcomes, and AI is presently unregulated.
Which means there is no such thing as a assure your shared info received’t be handed on to others — perhaps even your opponents.
The right way to Use AI for Media Planning
So, now that you already know the professionals and cons, what are some sensible and highly effective methods you should utilize AI for media planning?
Finest AI Media Planning Ways & Strategies
1. Repair spreadsheet formulation (e.g., Budgets).
As a principal advertising and marketing supervisor on our Built-in Advertising Campaigns right here at HubSpot, my teammate Basha Coleman isn’t any stranger to media planning. A method she makes use of AI to enhance her workflow is with spreadsheets.
“I use AI to solve small problems like fixing spreadsheet formulas that aren’t working,” she shared.
“Rather than spending 30 minutes to an hour looking up and understanding how a spreadsheet formula works, I can get the solution from Chat GPT, then go back and learn the fundamentals of why that solution worked when I have time.”
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This little hack generally is a enormous time saver for media planners working by funds spreadsheets or calculating efficiency stats.
Professional tip: Ajelix presents a bunch of AI and enterprise intelligence instruments that will help you get extra out of your information and spreadsheets. If prompting ChatGPT will not be your robust swimsuit, this specialised suite might match the invoice, they usually have a free plan to get you began.
2. Full marketing campaign analysis.
AI may also be useful for distilling info throughout marketing campaign analysis.
Coleman continued, “If I want to find inspiration for an integrated campaign, I can ask a generative AI tool about the top 10 media platforms in B2B and tweak my query until I get the inspiration I’m looking for.”
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Working with an AI software as an alternative of a search engine to assemble info could make it simpler to reply particular queries. There is no such thing as a have to click on by a number of pages to seek out what you’re in search of; AI does that for you.
Professional tip: Sharing particulars or efficiency outcomes out of your earlier campaigns can assist synthetic intelligence instruments generate extra personalised and knowledgeable outcomes. When working with these instruments, create a spreadsheet with efficiency information and marketing campaign overviews to add.
3. Counsel platforms and placement primarily based on information.
Fb, Instagram, Spotify, Retargeting, Google PPC. With so many advert or media placement choices, it may be difficult to determine that are value your money and time.
It’s at all times good to lean into information, and AI can assist you analyze that information for quicker conclusions. Some might even make particular suggestions.
Add your spreadsheet to ChatGPT and provides it a shot. In case you’re working advertisements by your HubSpot Portal, use ChatSpot.
Professional tip: In case you’re not the strongest prompter, there are AI media planning instruments constructed to deal with these particular varieties of queries. Take ReBid’s AI assistant, for instance:
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When requested for advert placement strategies, the assistant tells you the kind of system, advert, and even platforms to give attention to primarily based on the offered information. Use the instruments to get strategies on concentrating on and general technique as effectively.
4. Get inspiration for copy.
Are you engaged on advert copy? Writing is without doubt one of the hottest use instances for AI, despite the fact that the content material isn’t full sufficient to publish as-is 96% of the time.
(Confession: I may’ve advised you that even with out the report.)
As a content material marketer with a decade of expertise, I might by no means recommend merely copying and pasting the primary content material a software provides you, however you’ll be able to actually use it to:
- Get tough drafts for social media captions
- Brainstorm headlines for advertisements
- Draft outreach emails
Use these outcomes as a jumping-off level. Take what the software provides you and put aside time to form it into your last product along with your model’s particular voice and persona.
Professional tip: HubSpot’s Free AI Content material Generator can assist you in these conditions.
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5. Create authentic pictures for advertisements.
Talking of advert inventive, AI can assist media planners generate high-quality authentic pictures and video in lower than a minute — simply from a textual content description.
A few of my favourite AI picture turbines embody:
You should utilize these belongings in social media advertisements, conventional print, and emails.
Professional tip: Alongside along with your immediate, give the software you utilize an instance of a picture or visible you want. The extra element you’ll be able to present the faster you’re going to get the specified outcomes.
Many instruments, like Firefly, can help you add “references,” however even when they don’t, you’ll be able to possible share hyperlinks to be analyzed.
6. Personalize your content material.
Now, the AI we’re speaking about right here is extra about algorithms and automation than technology, nevertheless it’s simply as impactful.
In response to Deloitte Digital, manufacturers that paved the way in personalization outperform people who don’t by at the least 20% in conversion charges, buyer engagement, and common order worth.
And who’s shocked? Persons are wired to reply to their names. I don’t find out about you, however I really like getting new music suggestions on Spotify primarily based on what I like.
AI can assist you create a equally pleasant expertise along with your promoting and media by incorporating content material personalization.
What does this seem like for media planners? Handle viewers members by identify or create advertisements focused to particular pursuits, earlier exercise, location, and different private traits.
In case you’re a HubSpot person, you should utilize the platform’s personalization tokens so as to add info from the CRM to your web site pages, touchdown pages, and advertising and marketing emails.
The purpose is to take what you already know about your audience and consider delicate methods to include that into your media to make it extra related, beneficial, and efficient.
Professional tip: Be conscious of knowledge privateness. Whereas individuals love personalised experiences, in addition they don’t wish to freak out, questioning the way you discovered their favourite midnight snack is Oreos and peanut butter.
Personalization is a fragile steadiness between considerate and creepy. Solely make use of knowledge that’s public or shared with you instantly.
The perfect media planners are (em)powered by AI.
In the present day, there may be lots of chatter about jobs in danger because of AI. Maybe the AI media planning ideas we shared on this article additionally make you a bit nervous, however they don’t need to.
AI is a whiz at information processing, nevertheless it lacks your human expertise, emotion, and distinctive perspective. Slightly than resisting or being cautious of AI in media planning, embrace it.
Take these six ideas and see how you should utilize AI to your benefit to expedite your workflow and general be a simpler media planner.
