Hyper-personalized Ad: Cadbury Embraces AI for Local Promotion
Currently, around 40% of the sales and marketing teams rely on AI and machine learning techniques for their operations.
Artificial Intelligence (AI) is all about opening new doors to people every day. Apart from dominating popular culture for years, AI has become a subject of significant interest in the advertising field in recent times. Companies like Cadbury are relying highly on AI to get a personalized advertisement campaign that attracts people individually according to their interests.
Artificial intelligence has transformed the technological landscape in more than one way. Ultimately, self-driving cars, image recognition software, digital assistants, and much more were seen as fictional thinking. However, AI has leveraged all these technologies in the world now. AI is considered as an umbrella technology that generally covers different features like computer vision, machine learning, computer network, deep learning, pattern recognition, speech recognition, etc. It is considered the single most crucial innovation that is shaping the future of several industries globally, and advertising is one of them. According to a report by IMARC Group, the global advertisement industry was estimated at US$532.5 billion in 2019 and is anticipated to grow to US$769.9 billion by 2024 with a CAGR of around 6.3% during the forecast period. AI marketing is a trending subject in business. Through AI marketing, digital marketing practitioners have improved the personalized approach in the form of customized advertisements. This data-driven advertising strategy increases productivity and performance.
The immediate benefit of AI in advertising is that it takes up all the hard work from advertising, starting from targeting to budget allocation, increasing performance, and frees companies to pay attention to strategic tasks. By processing more data faster than the human mind, AI advertising enhances the ability to identify possible interests, keywords, custom affinities, and targeting segments to create the perfect targeting plans and deliver better advertising to the right customer. In this flood of AI revolution, many organizations want to take advantage of building their brand marketing strategies. Currently, around 40% of the sales and marketing teams rely on AI and machine learning techniques for their operations. A report by Gartner suggests that in 2020, 85% of the customer’s relationship is maintained by non-humans. Ultimately, personalized ads stand out from the normal ads and gain more traction and audience.
Cadbury’s ‘hyper-personalized’ ad campaign
The well-known chocolate brand Cadbury has created a personalized advertisement for the first time in India attracting millions of viewers. The ad came as a sweet surprise to local Cadbury chocolate sellers across the country. India is one of the worst-hit countries by Covid-19, with around 8.59 million registered cases so far. The businesses starting from small to medium and even big were shut for two months triggering huge losses for everyone. The Mondelez India-owned brand leveraged artificial intelligence and technology to create an ad to reach over 1,800 local retailers across 260 pin codes. The local sellers get a chance to promote their product to nearby customers through the ad.
The idea was innovative, but the technology and execution were hard as most of the stores in India don’t have a digital presence. Henceforth, Cadbury manually fed the system to create a database with local retailers, mapping them to their locations, which the company identified through their pin codes. Every time the ad is served to an individual in cities such as Mumbai, Delhi, Pune, Indore, Ahmedabad, and Lucknow, an algorithm located the pin code and mapped the various local stores in that certain area. The algorithm also surfed the closest store to the ad viewer. The AI-enabled system created thousands of such personalized data for the localized version of the ad.
All is not good
Even though when the ad is futuristic and gained attention among viewers, it is criticized for its poor implementation. Consumers took to social media to claim that the ad is showing the wrong locations. People were baffled that they do not see the ‘magic’ proclaimed in the idea. However, this is the first-ever ‘hyper-personalized’ ad, and it has made quite a stand on telling the tale. If other companies try to figure out a better way of delivering such content, the advertisement industry will climb the mountain from there.