Videoage International April 2019

26 April 2019 V I D E O A G E AI in the TV Industry “We know which chapter [in a book] is resonat- ing the most, so when we partner with Hollywood studios or book publishers, we can tell the editor or the screenwriter, ‘Keep chapter one and five and seven, but chapter seven only the first two para- graphs’ because of the insights we collected from the data,” said Lau. “And by doing so, we can sig- nificantly increase the success rate of the movies or the TV shows or the print books.” Artificial intelligence is useful not just for under- standing how best to market programming, but in deploying the marketing campaigns themselves. A company called Albert Intelligence Marketing uses an AI platform to target specific audiences with advertising content and autonomously gener- ate campaign management strategies that will get the most out of ad spending. This ultimately leaves advertisers feeling more partially useful at best or entirely misleading at worst. It’s the classic engineering problem of “gar- bage in, garbage out.” “The great thing about artificial intelligence is that you feed them, and the more data you feed them, the more they grow and the more they become efficient. But one complexity is under- standing where they can get the quality data,” said Federico Rocchi, co-founder and chairman of London Blockchain Labs, which advises com- panies on how best to deploy technology solu- tions. “You need to make sure the input is very accurate.” Therefore, networks and production studios in- terested in leveraging artificial intelligence need to ensure they are collecting enough useful data from their customers and their business processes to lay the groundwork for algorithms to learn from. This could involve sending out viewer experience surveys, logging more granular information about audi- ence behavior, and including more relevant details when tracking ad- vertising campaigns. Another key consideration is having the right people in place to help service the artificial intelli- gence solution. For most organiza- tions that means tapping a trusted AI platform provider focused on customer service. It’s important to have a direct line to the provider’s technical support team and ide- ally, a dedicated representative. As with any technological ad- vancement, there are bound to be wrinkles that need ironing out. Others may choose to co-develop solutions unique to their company, and in that case, hiring software programmers familiar with AI and machine learning models is a must. In-house developers will have an intimate knowledge of their compa- ny’s platform and will help reduce the need for pricey external devel- opers and consultants. The up-front investment into artificial intelligence might sound a little daunting to budget-con- scious executives, but the big-pic- ture pay-off is well worth it judg- ing by the early returns of those that have already employed it. Those that haven’t have it at the top of their agendas for this year. More than 50percent ofmarketing technology providers surveyed by BrightEdge said AI is important or a must-have, while 61 percent of marketing professionals polled by MemSQL see it as their most sig- nificant data initiative. With that in mind, television producers and networks need to decide whether they want to risk paying the cost of falling too far behind on the technological curve. * Co-founder & CEO, Globalive Media and co-host and executive producer, Beyond Innovation satisfied with their ad spend on TV networks and allows account managers to show them detailed figures about the success of their campaigns. It also frees up those account managers to focus on finding new leads and improving their relation- ships with existing clients. Albert Intelligence Marketing says companies using its AI platform experience a 183 percent increase in transactions and a 600 percent surge in conversion efficiency. While the transformative potential of artificial intelligence in film and television is clear, there are some important considerations to keep in mind when exploring how to get the most out of the investment. The most crucial of all is ensuring the AI plat- form has enough of the right kinds of information fromwhich to learn and draw its conclusions. Oth- erwise, the insights it will generate will be only (Continued from Page 24) www.VideoAgeDaily.com At all major TV trade shows, content buyers read the printed version of VideoAge Daily. Around the world film and TV executives read the online edition of VideoAge Daily. No matter where, when or how, your buyers will see your ad.