Brands
Weekend Unwind with Promodome Group’s Sandiip Kapur
Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind – a series of informal chats that peek into the minds of business executives through a fun lens in an attempt to get to know the person behind the title a little better.
In this week’s session, we have Promodome Group founder & president Sandiip Kapur.
Without further ado, here it goes…
Your mantra for life
Keep moving forward, no matter the obstacles. Hard work and perseverance always pay off.
A book you are currently reading or plan to read
The Lean Startup by Eric Ries – it’s a great guide for innovation and staying agile in the fast-paced world of business.
Your fitness mantra
Consistency over intensity. A little progress every day adds up to big results.
Your comfort food
A simple plate of sambhar rice. It reminds me of home and keeps me grounded.
A quote or philosophy that keeps you going when the chips are down
“Success is not final, failure is not fatal: It is the courage to continue that counts.” -Winston Churchill
Your guilty pleasure
Binge-watching motivational documentaries late at night, even when I should be sleeping.
The last time you tried something new
I recently took up meditation to help calm my mind and manage stress better.
A life lesson you learned the hard way:
You can’t control everything. Sometimes, you just have to let go and trust the process.
What gets you excited about life?
The endless possibilities that each new day brings and the chance to create something meaningful.
What’s on top of your bucket list?
To see my agency recognised as one of the top media buying powerhouses in India.
If you could give one piece of advice to your younger self, what would it be?
Stay patient, keep learning, and don’t let anxiety control you. Good things take time.
One thing you would most like to change about the world
I wish there was more empathy and understanding among people. A little kindness can go a long way.
An activity that keeps you motivated and charged during tough times
Running in the early mornings. It helps clear my mind and sets the tone for the day
What lifts your spirits when life gets you down?
Spending time with my family-they are my biggest support system.
Your go-to stress buster
Listening to music while sipping on a hot cup of green tea.
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.
