Brands
Transhuman Collective, TransSpace join hands for immersive virtual concert to support Covid2019 warriors
NEW DELHI: The ongoing Covid2019 crisis has stressed the world economy, healthcare facilities, and human movement across the globe. One of the worst-hit countries, India, has been dealing with several challenges of its own to keep the public spirits up as it treats a growing number of patients daily. The frontline workers at this time have been the most dedicated despite being at the highest risk of getting infections. They are demanding massive respect and support from all over the country.
And now, to contribute their own bit towards the safety of these medical health workers, Transhuman Collective, along with few friends from the alternative music and arts community, is organising a vibrant virtual music festival called UNRATED, with the aim to raise Rs 1 million in order to provide PPE Kits to them. The show will deliver a live cinematic and immersive experience using augmented reality, 3D projection, sound-reactive lights, etc in real-time. They have collaborated with GiveIndia for the virtual charity show. TransSpace is helping with the technical aspects of the show.
Transhuman Collective co-founder Soham Sarcar told Indiantelevision.com, “As we believe each and everyone needs to do their bit, we at Transhuman Collective along with our group of friends from the alternative music and arts community have come together to host UNRATED. The event is open to all across the globe in a hope of raising Rs 1 million to provide PPE kits for our medical health workers. Our ambition is to get this message out loud and far.”
TransSpace co-founder Sidhraj Shah added, “Covid2019 is probably one such pandemic where we’ve seen calamities on multiple fronts and scale, almost feels like living in a Stephen King meets Zombieland movie. I am personally inspired by the unity and spirit of some of the companies and the common public. Many of them have come together to face this adversity with positive hope. It is essential to stand strong and win against the battle of Covid2019. Almost all major brands not only from the tech service but also across sectors have provided large donations in the form of cash and kind to support our farmers, migrants, poverty-stricken etc. We, with our event UNRATED look forward to achieving our Mission Million.”
The event is not being organised with the aim to monetise is and is free for all viewers across the globe. However, the organisers are urging the viewers to donate to their Mission Million cause.
Shah quipped, “Our aim is not to monetise, but to encourage our audience to donate any amount they wish towards Mission Million which is directly managed by GiveIndia to purchase and provide PPE Kits to our Covid2019 warriors. We are fortunate enough to have the support of our artists’ friends and artist management agencies who were quite prompt in agreeing to collaborate with us for the event – UNRATED I Mission Million.”
The immersive event is going to be a technical extravaganza with Realtime 3D technology, sound-reactive lights, augmented reality, holographic, projection mapping et al, being used to create a magnificent experience for the viewers.
Sarcar believes that the virtual events business is only going to pick up from here and is excited to host this exciting event, that too for a good cause. He said, “Covid2019 has accelerated technological growth at possibly 10x across most walks of life. We are observing that the school kids are now having their lectures online. Similarly, for the event industry to function in this nationwide lockdown, it becomes crucial for us to adopt technologies and opt for virtual events. This is the only option left where we could survive in the prevailing circumstances. I personally believe this is the best method to adopt for the years to come.”
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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.
