Deep Learning is a promising field of AI-based research. It can generate a variety of meaningful insights if ample data is available. Advertising platforms give us tons of data to work with, including measurable impressions, click-through rates, bid levels, demographics, and more. Thus, deep learning is a great fit in this segment. Deep learning helps to replicate the brain of a buyer (as software) to make the same optimizations a buyer would. Besides, the system also learns over time and generates more accurate results as it works with new campaigns, making correlations that could be tough for the human brain to detect. Following are the ways in which deep learning helps in advertising and marketing.
Response Prediction in Online Display Advertising
Due to immense volume of online users on a limited budget, advertisers are unable to bid on every single ad auction. But with deep learning, work becomes very easy. After a user clicks on an ad, the algorithm treats user clicks as binary events and trains a classifier to predict the likelihood of an ad impression. The classifier is trained using supervised learning.
Self-learning algorithms in advertising
With increasing competition, the dependency on deep learning algorithms is increasing day-by-day. In case of sudden behavioral changes, these algorithms come handy. For example, it can single out a person in a(an) online crowd. For each user, the algorithm checks the history of the person, his/her previous purchasing pattern and then recommends the best possible alternative for the buyer. Thus, if a consumer has an urgency to buy something, the e-shop can help in finalizing the purchase.
DL makes media-buying teams smarter
Sometimes, media buyers make mistakes. Some advertising costs are twice as expensive for some months & owners are unsure which is which. With deep learning, we can easily predict a campaign’s outcome. The software which stores past data continuously refreshes it. This way, it is able to store updated information and help in making smarter decision.
Deep Learning in performance optimization
Performance optimization is a key use case in any industry. In most cases, there is a tool that can automatically manage ad performance and spend optimization, making decisions entirely on its own about how best to reach the advertising KPIs. In another case, there may be a platform which allocates ad dollars automatically across all channels and audiences.
Deep Learning in ad creation
With the help of artificial intelligence, we can actually write ad copies. By leveraging natural language processing (NLP) and natural language generation (NLG), it is possible to write ad copy that performs as well or even better than human-written copy—in a fraction of the time.
Deep Learning will continue to enhance it’s dependency in the advertising sector. This is because DL gives the advertising industry an extra edge by predicting the performance, decreasing costs, providing higher ROI on an ad spent. Thus, the team is more focused on the big-picture, the strategic impact. As Deep Learning AI can be relied on for the tedious tasks related to campaigning.
