Dentsu Aegis Network has launched a line-up of next-generation AI solutions, designed to help businesses solve the core challenges in the digital economy. Developed by the networkâ€™s global research and development centre â€“ Global Data Innovation Centre (GDIC), the four solutions are Project Infinity, Project Pearl, Project Leo and adcelerate.
Over the next couple of years, CMOs and senior marketers see the ability to use data to reach people as the number one strategic opportunity. Even so, while there is more data available today than ever, 61% of CMOs believe it is harder to extract actionable insights from it.
Through Project Infinity, GDIC takes on the opportunity to transform data into actionable insights with artificial intelligence to help craft growth strategies better. With the solution, users will be able to better understand consumersâ€™ attitudes and behaviour, identify upcoming trends in consumer culture, as well as drivers of brandsâ€™ growth among others. Project Infinity has been rolled out to Dentsu Aegis Networkâ€™s offices in the US, the UK, Australia and Canada in December 2018.
As spending for programmatic advertising is expected to grow by 19.1% this year, the ability to consolidate buying strategies across formats and devices continues to be an opportunity for advertisers to reach audiences at scale, effectively and safely.
With Project Pearl, GDIC aims to optimise programmatic advertising dynamically and automatically, creating new combinations that drive stronger performance and better benefits, 24/7. This would help Dentsu Aegis Network and its clients to maximise their return of investments in the fast-moving world of programmatic advertising. Recent pilots with clients in the automotive, airline and government sector have seen positive outcomes improve two to three times with cost savings of between 20 â€“ 40%.
Project Leo is an automated copy writer that learns how to generate new advertisement (ad) copy. The solution is currently able to generate Google Search ads by developing a large bank of ads and leveraging Googleâ€™s machine learning as well as consumer intent match capabilities. When executed for hospitality clients, click-through-rates have improved between three to 10 percentage points and cost-per-click reduced between 30 â€“ 42%.
This year, advertising spend in digital channels is likely to grow 12.7%, reaching 49% share of total Asia Pacific ad-spend. With 54% of CMOs planning to increase their investments in digital media platforms over the next two or three years, the need to maximise return on investment (ROI) is now more important than ever before.
adcelerate unlocks insights on how to maximise ROI on digital marketing campaigns through predictive technology. The platform works at the granular level to uncover the best digital strategies that will lead to better outcomes at a speed and accuracy that humans will not be able to match. When adcelerate has been deployed for clients in Dentsu Aegis Network by integrated planning and analytics teams, results have been sterling. For a leisure and entertainment client, revenue from e-commerce channel adcelerate unlocks insights on how to maximise ROI on digital marketing campaigns through predictive technology.
The platform works at the granular level to uncover the best digital strategies that will lead to better outcomes at a speed and accuracy that humans will not be able to match. When adcelerate has been deployed for clients in Dentsu Aegis Network by integrated planning and analytics teams, results have been sterling. For a leisure and entertainment client, revenue from e-commerce channel grew 22% YoY; credit card application leads increased 12% and for an insurer in India, leads for â€ścontact meâ€ť improved 100% over past four weeks.
Supported by Singaporeâ€™s Economic Development Board, the Global Data Innovation Centre was launched in 2016 and aims to drive innovation and help businesses better engage with todayâ€™s consumers. Based in Singapore, the centre produces solutions and serves as a hub for data scientists and technology talent for Dentsu Aegis Network globally.
Audrey Kuah, managing director of Global Data Innovation Centre, said that the solutions aim to help Dentsuâ€™s clients navigate through the challenges of the future by understanding and creating value out of these massive flows of data. She added that it is important for businesses to understand what prompts consumers to take action and create relevant approaches in the most cost-effective ways possible.
â€śIt is also a proud moment for the centre to spearhead the development of innovative applications here at home in Singapore and having them deployed in our offices all around the globe while driving the discussions globally on how artificial intelligence, data, technology and Dentsu Aegis Networkâ€™s store of marketing knowledge and expertise can and should redefine the marketing and advertising industry,â€ť she said.
Vivek Kumar, honorary chairman, Asia Pacific Advisory Board of the Global CMO Council, said that a key focus for CMOs in Asia Pacific and around the globe, is to prepare their organisations for the future.
â€śWe must strategically position ourselves and grab the opportunities the digital economy has in store for us. It is fascinating to understand and experience how Dentsu Aegis Network is utilising data and disruptive technologies to help marketers chart unique growth and customer experience strategies for their business,â€ť he added.