"We are still at the very beginning"

Webewoche.ch: Artificial intelligence is currently a big topic, especially for text and image creation. Where do you see the potential applications in media planning?

Nico Podgorny: In today's data-driven advertising industry, the use of artificial intelligence (AI) opens up new opportunities to optimize marketing strategies and develop more effective advertising campaigns. As an innovative agency, we are very curious about the benefits of AI. Currently, it is a big playing field for us, where we are trying out many things, looking for practical benefits for our clients or testing the simplification of internal processes. I currently see opportunities in conception and rough planning, and especially in the area of data evaluation. But also in detailed planning and implementation, I can well imagine that there will be solutions in the near future thanks to AI.

Which specific media planning tasks could be supported or even taken over by AI in the future?

One area where the use of AI offers particularly great benefits is target group analysis. By using advanced algorithms, we can analyze extensive amounts of data to gain valuable insights into the behavior and preferences of the target group. AI enables us to identify patterns and trends in order to develop personalized campaigns and thus minimize wastage.

What other tasks do you see?

We are already using AI to create touchpoint maps and detailed descriptions of media consumption. By automatically analyzing user data and behavior patterns, we gain insights into the target group's touchpoints. This helps us identify the right channels and messages to target the audience and maximize the success of campaigns. We may even be able to predict consumption at some point. Furthermore, dynamic and automatically generated message architectures can be created based on onsite and offsite data. Based on these, dynamic AD's can be automatically generated and played out. This makes it possible to have an almost infinite number of different advertising media produced by the AI.

Multi-channeling is another buzzword in media planning. How can AI and multi-channeling be combined?

Indeed, another important step is to use AI in combination with a multi-channel analytics tool like Datorama / Power-BI / Funnel IO. This combination allows us to create customer journey maps and derive conversion funnels. This way, we understand customer interactions across different channels and optimize conversion rates in a targeted way. Keyword: football team and not last-cookie-counts.

Another added value of AI lies in the evaluation of large and complex data sets. Instead of manual analysis, AI algorithms can perform these tasks quickly and accurately. We gain in-depth insights more efficiently and can identify patterns much faster, which we then use as quick wins for dynamic planning. These enable us to respond to opportunities in a timely manner and increase the success of our campaigns. Keyword: dynamic planning.

Where do you see the potential for AI in media planning?

The use of AI also facilitates the development of simple media plans as a basis. Based on the data and analyses obtained, AI provides tailored recommendations for media planning. This can then be used well as a basis for further elaboration. In addition, we use AI to create production plans. The automatic analysis of production data and parameters enables optimized scheduling, which optimizes production processes, reduces costs and increases efficiency.

Do you see any concrete use of AI in any area soon?

We have made first promising attempts to make dynamic planning more precise and efficient with the help of AI and on- and off-site analytics tools. The intelligent analysis of real-time data enables us to continuously optimize our planning processes and achieve better results for our customers. We also need to have an answer to the Cookieless World. As soon as intelligence goes away, it needs more emphasis on conception again and for this we need to rely on other data sources above all. Especially on-site data. This is where AI can help us do some groundwork.

How are you driving the implementation of AI within the agency?

We have currently formed an interdisciplinary working group consisting of Creative, Media, Production, Data, AdOps and Analytics, which is conducting further research under my leadership and pushing targeted projects and gathering experience. Overall, the use of artificial intelligence enables us to make our decisions more free of gut feelings and increase the efficiency of our work. Which then directly benefits our customers. We believe the future is a combination of human expertise and AI technology. Especially with the elimination of the cookie, there needs to be more focus on design again. We are still at the very beginning.

About Mediaplus Suisse

Mediaplus is an innovation agency for the digital age. It offers a broad range of services that go beyond conventional media. With its focus on media, digital, data and content, Mediaplus generates additional added value for its customers. The Mediaplus team supports customers in the development and implementation of media strategies. With creative solutions for offline and online media, including digital and social media, they ensure that advertising messages are effectively communicated to your target groups.

About Nico Podgorny

With over 20 years of agency experience, Nico Podgorny has versatile expertise. Stations include consulting activities and positions as Digital Director at sinka interactive, swissclick and Blue Spirit. He was also a lecturer for online marketing and online advertising at HSLU, MBSZ and Migros Business School. As a founding member and long-time partner of the full service agency The House Agency, he was responsible for consulting and advisory services. In his role as Digital Director and member of the Executive Board at HAVAS, he was able to further develop his skills in the strategic direction of digital campaigns and projects. He is currently Chief Digital and Chief Client Officer at Mediaplus Suisse in the House of Communication Zurich. There he is responsible for the digital strategy and client support. His many years of experience and passion for digital marketing and strategic consulting have shaped his successful career.