AI has revolutionised advertising by enhancing targeting precision through data analysis, and making it easier than ever to personalise ad experiences.
Through automated ad creation and the optimisation of content based on performance data, AI streamlines media buying and generates content at scale. Insights from AI analytics improve campaign strategies, refining approaches for better ROI, and AI-driven chatbots provide immediate customer interaction and recommendations.
Overall, AI has made advertising more efficient, personalised, and data-driven, transforming how brands connect with consumers. One of the companies leading the charge on this technology at a global scale is Microsoft Advertising.
To examine the impact of AI on the advertising industry, Mediaweek has examined how Microsoft Advertising’s technology is enhancing the work of its partners.
Cynthia Gutierrez, senior associate, paid search at dentsu said Microsoft Advertising’s AI assistant, Copilot, “seamlessly combines convenience and knowledge, offering swift and insightful responses.”
As Microsoft Advertising continues to evolve its business to meet the needs of the market, it distinguishes itself through its use of AI. This technology underpins features and capabilities designed to enhance advertising effectiveness and efficiency for SMBs (Small Medium Businesses).
“Its depth of information and unwavering reliability converge to create an experience that transcends mere utility, making it an invaluable digital companion. Whether unravelling complex queries or providing insights, Copilot stands as a testament to efficient problem-solving,” Gutierrez added.
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Copilot is an AI assistant created by combining large language models and data sourced from Microsoft 365, creating high-quality marketing easily and efficiently, while guiding you through campaign creation and answering questions along the way.
The AI enables predictive targeting, allowing SMBs to reach target audiences more effectively, making targeting smarter and keyword-free.
Sarah Koroma, senior associate, paid search at dentsu said: “I appreciate Microsoft’s innovative AI-powered conversational chat in their advertising platform. This feature not only answers daily queries but also guides through tasks such as creating campaigns, increasing efficiency.
“Copilot in Microsoft Advertising really helped to enhance the user experience and productivity in the platform.”
Automation and Optimisation:
AI automates and optimises ad targeting, providing insights and detecting fraud, ensuring ads reach the right audience effectively while maximizing ROI. As well as the Copilot tool, Microsoft Advertising leverages AI to automate and optimise various aspects of ad campaigns.
Performance Max campaigns automate the creation and distribution of ads across multiple channels within the Microsoft Advertising Network. AI-driven algorithms continuously optimise bidding and targeting strategies, working to maximise conversions and ROI.
Display+ campaigns help find audiences audience as they browse online and drive brand awareness by creating display, native, and video ads in one workflow.
This automation not only saves time but also ensures that ad spend is directed towards the most promising opportunities for SMBs.
Enhanced User Experience:
For consumers, AI makes for a more engaging user experience through personalised recommendations, interactive chatbots for instant customer support, and tailored ad content.
AI also ensures smoother interactions and faster resolutions, enhancing overall satisfaction. As Microsoft Advertising responds to the needs of the market, the platform has undergone a refresh that has seen it built from the ground up.
Key features of the updated platforms have been simpler navigation and a streamlined signup process, with Copilot embedded throughout. The updates have also seen the introduction of a more intuitive, goal-based campaign creation flow for creating a campaign from scratch, as well as an easier way to import campaigns from Google.
In addition, the Budget Center helps businesses consolidate and visualise ad spend to help make more informed decisions.
Personalisation and Insights:
AI boosts advertising personalisation by analysing consumer data and tailoring ads in real-time based on individual user interactions and historical data, optimising content and delivery to resonate with specific audiences.
AI lets Microsoft Advertising deliver personalised insights and recommendations to SMBs as algorithms analyse campaign performance data, audience behaviour patterns, and market trends to provide actionable insights.
As well as the automated tools, Microsoft Advertising employs a skilled team of specialists ready to provide guidance and personalised support.
This team works closely with advertisers providing assistance through strategic insights and data-driven recommendations, working to make the most of campaigns and boost a business’ growth.
Microsoft’s ecosystem currently connects brands with over one billion people through sites that they engage with daily. Microsoft Advertising is “in the business of empowering yours”, a position built on a base of trust and personalised support, helping SMBs looking to maximise advertising effectiveness and sustainable business growth.