The Business Of Data With Jon Lafayette: There Might Be an Easy Way
There's so much data available to marketers that it's easy to miss the forest for the trees. Once we thought clicks meant a campaign was working. Now, not so much. Amid the multiple metrics it take artificial intelligence to make sense of, sometimes a simpler mousetrap can be a better mousetrap. We shall see.
Denali TV Targets Shows That Get Results
In addition to resulting in a lower cost per order, a test campaign produced a 65.9% increase in incremental sales, said Denali founder Long Ellis
Everyone in the TV business is talking about using data to plan and execute ad campaigns that produce better results.
The digital approach to doing this has been to try to send the right pitches to the audiences most like the people already buying a product. What the consumer is watching and when has been a secondary consideration.
Millions have been spent trying to correctly identify which viewers to reach and millions more to ensure the right viewers were served ads and measure how they reacted.
Maybe it doesn’t have to be so hard.
Long Ellis, a TV veteran who has worked at companies including Viacom, Google, Canoe Venture and Alphonso, started up Denali TV three years ago. The idea behind Denali is deceptively simple: when you buy a campaign, put your commercials in the shows that get the best response. [READ MORE]
AI Not Much Help With Finding Shows on Streaming Services
Streaming has made finding where to watch the shows you want to see more complicated.
You might think the vast resources and sheer brainpower of the big artificial intelligence chatbots would help. But you would be wrong, at least according to an analysis conducted by Reelgood on March 5.
It asked ChatGPT and Claude about the availability of 100 popular U.S. titles (films and TV shows), and found that Claude was 50.21% accurate and ChatGPT was 43.76% accurate. [READ MORE]
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