MAM
Spice introduces video tone services
MUMBAI: Spice Telecom launched the video tones service, which is a personalised mobile video service where the subscriber will be alerted of an incoming call by a video clip instead of the traditional ring tone or merely a musical tone.
Subscribers can personalise different video tones for different callers and also change the video tones when they want to. The service was launched amidst a select gathering by Spice Telecom Punjab general manager marketing Mukul Khanna.
Spice video tones service can be accessed by pre-paid as well as post-paid subscribers of Spice. To use Spice video tone service, customers need to download the video tone application on their handset from Spice’s GPRS portal www.spiceindia.com/wap.
Video tone application is handset dependent and will be installed only the handset has the configuration to support it.
After downloading the video tone application, subscribers need to choose a video they want to set as a video tone from the Spice GPRS portal. The categories of video from which subscribers can choose includes – Bollywood, Fashion, Cricket and Sports.
Subscriber can also set as video tone any video that they already have in their handset. Video tone application is available for free download for a limited period of time. On the other hand, each video download will be charged at Rs 30.
Spice subscribers can set SMS tones, which will alert them when they receive a SMS. To set SMS tones subscribers need to download SMS ring tones on their handsets. A choice of polyphonic and monophonic tones for SMS tones are available. Polyphonic SMS Tones are available at Spice’s GPRS portal and are charged at Rs 15 per download. A monophonic SMS tones can be downloaded by dialing *555# at a fee of Rs 8 per download.
Khanna said, “Ring tone services have come a long way from the days of the boring Tring-Tring to Mono Tomes, Sing Tones, True Tones and now Video Tones. We are pleased to present to our subscribers the latest technological innovation in Call Alert applications – the Video Tones. Spice subscribers will now be able to personalise their phone, and experience not only seamless communication but also entertaining video clips of their choice every time the phone rings.”
Brands
Creative Intelligence: Using AI to Predict Which Ads Will Actually Convert
Priyanka Aeron, Director & Co-founder of Thrive Global AI
MUMBAI: In a heavily populated digital landscape, simply being creative with your advertising will not guarantee that your ad will be successful. In fact, brands today are producing more content than ever. However, very little of that results in actual engagement or sales. However, Creative Intelligence, powered by AI, is fundamentally transforming the advertising industry.
Creative Intelligence utilizes data, machine learning, and statistical behavioral insights to analyze and predict how well a creative asset will perform prior to it being published. Therefore, marketers no longer have to rely on either their gut instincts or post-campaign analytics for making informed decisions before production. That said, AI-powered creative intelligence greatly improves results and decreases wasted dollars spent.
Moving Beyond Guesswork
In the past, making ads was a mix of gut feeling, experience, and A/B testing. These methods were useful, but reactive by nature. People have already spent their budgets by the time the results are looked at. AI models can find patterns that are linked to higher engagement and conversion rates by looking at huge datasets. These datasets can include things like past campaign performance, audience behavior, and visual elements like color, composition, and facial expressions. This helps marketers guess which ads will do well even before they go live.
Decoding What Truly Drives Conversions
AI-powered creative intelligence allows for an evaluation of advertisements that is not limited to the basic data but also explores the elements of an effective advertisement through subtle reactions; clarity and directness of the ad message and how well the ad captures audience’s attention in the first three seconds. AI can also provide insights into the successful use of advertisements directed to human faces, which connect through eye contact based on media channels, and how advertisements that utilize shorter but clear calls to action may produce more clicks from certain populations. The insights, provided through AI, provide marketers with the ability to think beyond creating more advertising material and additionally create more effective ad campaigns that actually convert.
Personalization at Scale
Consumers expect relevance more than ever. Irrelevant mass messaging is not going to work in a society inundated with information. Hyper-personalization, using AI, allows companies to create content that suits individual segments within their target markets based on their demographics, interests, and behaviors. Rather than having one single message that aims to reach everyone, brands can have many versions of their messages tailored to each segment within the market. Such flexibility is what makes campaigns successful nowadays.
Faster Iteration, Better Results
Another advantage to using AI in creative decision-making is speed. Companies must improvise because their campaign cycles are shorter than ever before, and having the ability to iterate rapidly is more important than it has ever been. There is no greater way to do this work than through AI, as new technologies give brands the ability to test multiple creative avenues and figure out which ones are working well. This reduces a lot of the testing that companies would otherwise have to do and makes the process faster.
With AI, brands can also make creative changes in real-time during a campaign, allowing the, to make vital decisions and adjust their creatives, rather than waiting out. This allows for faster adaptability, well-tested campaigns and reduced lost ad spend.
The Human-AI Collaboration
Even though AI is capable of performing certain tasks, its purpose is not to eliminate human creativity. Successful campaigns require human collaboration with computer intellect since both complement each other. While computers are capable of dealing with massive amounts of information, discovering patterns, and providing predictions, humans are the one to inject stories and emotions into campaigns.
The Future of Advertising
As the complexity of advertising becomes harder with the passage of time, Creative Intelligence will play a significant role in helping marketers formulate a strategic approach. The yardstick that will set standards for determining whether a marketing firm has fulfilled its responsibilities will be the forecasting of future outcomes, as well as personalized content and optimization of creative elements in real-time. In contrast to the existing scenario where the campaigns remain fixed, these campaigns will be capable of adjusting themselves according to the customer interacting with the brand, as well as other trends on social media channels. This will enable brands to offer customers an engaging experience that will exceed expectations. The biggest hurdle marketers will face will be finding ways to utilize these capabilities without compromising branding and enhancing the creativity of the team involved.
