Tech & Taglines The ARF Salon Series: Emerging Tech



Tech & Taglines
The ARF Salon Series: Emerging Tech - The 5G Evolution and How it Will Supercharge AI

So, you know by now that the ARF has become my second home.

For my third and final installment of the ARF Salon Series recaps, I chose to attend the “Emerging Tech” panel. This session gathers adverting industry professionals from the leading digital marketing platforms and firms to talk about the future of the advertising industry now that artificial intelligence plays a vital role.

In the last 10 years, digital and social media have changed the communications landscape exponentially. From online magazine and news outlet to user-generated social content - consumers get their information and entertainment in a variety of ways that impact the way brands can place their message in front of their audiences. Noe that the technology has become more advanced, marketers can get even more granular and targeted with their audiences and messaging at a much more efficient cost than traditional marketing approaches.

With that said, how does the marketing industry pivot to compete or collaborate with the advancement of Ad Tech.

The Panel comprised of professionals from Google, Ericson Emodo, Xander, and Magid who shared their insight and expertise.


Firstly, the group discussed the expected growth of AI and machine learning, and the impact it will have on the way we communicate. Ben Royce, the Head of Performance Data Science, and Global Agency Data Lead at Google (as well as Lecturer of Applied Analytics at Columbia – humblebrag!) mentioned that as more opportunities to connect arise, there is more opportunity to learn about the traits and behaviors of the audience you are trying to target.

AI is essentially “the ability for computers to do, without us telling them what to do” and that with more data, there is a higher likelihood to ACTUALLY drive business. The panel noted that AI and machine learning are great assets to reduce the margin of error with issuing communications and an opportunity to really speak to the audience directly.

Examples of recent AI and Machine learning is programmatic advertising. With programmatic advertising, key values are entered to specifically target the audience a brand wants to connect with. Ads are not issued unless the target meets that criteria, making the send more effective.

Next, the panel talked about the potential impact of 5G on advertising. Understanding that mobile consumption is a key driver in today's media landscape, there is deeper importance for Wireless Data Carriers to have the bandwidth that can deliver premium advertising experiences to target audiences. Matt Van Houten talked about carrier data and its role in fueling AI in the future. Carrie data is essential as streaming consumption increases. As dynamic as the 5G evolution will be, so will marketers have to think about the types of breakthrough ads that will both be disruptive and “watch-worthy” for the consumer.

In sum, the discussion helped me understand the importance of data outside of data collection. Advanced data can be used to serve the right audience with the right message at the right time as well as deliver dynamic advertising experiences over fast power carrier service!


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