March 3, 2015 / by Lina
LoopMe achieves 85% CTR uplift for mobile video with its Artificial Intelligence solution
How do you match the right ads to the right audiences, in a global market that is increasing exponentially and comprises millions of publishers and advertisers?
The answer is: automation. Take programmatic trading for example. It is now maturing into a technology that all players are investing in, and this is why Business Insider predicts a significant uplift in programmatic spend, especially in that ‘sweet spot’ combining programmatic, mobile and video.
At LoopMe we’re taking automation quite a step further, through Artificial Intelligence and Machine Learning, to automated media buying and maximizing ad spend. And we’re getting provably better results, with enhanced click-through rates (CTRs) and video completion rates (VCRs). Our AI platform uses over 40 different variables and over 1bn data points every day in its real-time optimization.
AI in theory
Artificial Intelligence is a catch-all quote describing attempts to make computers behave like humans. So, if we build an AI that is as accurate as people at matching the right ads to the right audiences, then we’ve achieved scale and accuracy.
Machine Learning is a specific field of AI, whereby rules in a system emerge rather than the machine having rules pre-set. This is how our AI discovers the rules by which it can maximize returns on behalf of our clients.
It’s no small task when you consider that there could be many parameters yielding hundreds, if not thousands of combinations, all of which could be candidates for the ‘right’ combination.
AI in practice: Activision Case Study
We think AI is an exciting development, and so we decided to share one of our latest campaigns showcasing the power of our LoopMe AI solution. The challenge was to raise awareness of Activision’s latest Call of Duty game release: Advanced Warfare Havoc. We wanted to showcase snapshots of the exciting new gameplay, with the main KPI being the VCR and Engagement Rate post video view (CTR to landing page).
To show the best of gameplay for maximum user engagement, we ran the campaign in LoopMe’s full-screen high definition auto-play video ad unit. This was the best format, but to get the best targeting we drove the campaign through our AI platform, which in turn grabbed data from our Data Management Platform and segmentation engine. This all happened in real-time to optimize against the client’s targets.
The results were, even if we say so ourselves, astonishing. By comparing results using the AI platform to a control group that didn’t use AI, we saw a 85% click-through rate (CTR) uplift and an average of 95% video completion rate (VCR), which clearly shows that our deep learning AI is not just finding the right inventory, it is doing so significantly more effectively than without our AI.
This led MEC UK, the agency working with LoopMe and Activision on the campaign, to comment that these were “outstanding results.”
We believe that this is just the beginning of what our deep-learning techniques can achieve and right now we’re developing the AI so that it can continue to push the envelope of what’s possible in the complex, data-rich and rapidly expanding mobile advertising environment.
We’d love to show you how you can benefit from AI too. To find out more, get in touch.