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AI powers content integration

News, 03 May 2017
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BEIJING: Artificial intelligence is being deployed by PHD China to enable the integration of content consistently across multiple online video channels.

The media agency believes the new technology, which uses a combination of image recognition, data and video content analysis to identify every frame of business opportunity, will deliver scale, efficiency, reach and control.

Digital Market Asia reported how AI could be used to map out all possible storylines across a range of targeted shows and dramas with creative post-production techniques and enable brands to display content in a native and non-invasive manner.

PHD China's first foray using the technology has been with Lux, the Unilever-owned toiletry brand, placing ad content for a new range of shower gels within a popular drama on video hosting website Youku.

"Video consumption habits are shifting, especially in China, [where] more and more viewers are willing to pay to avoid ads or access premium content," noted Mark Bowling, Head of Strategy at PHD China.

"Consequently, a regular 15 second TV commercial may no longer be sufficient to deliver against client KPIs.

"People prefer brands that appear authentic and natural," he said, "hence the rise in native content and ad formats that require a clearer strategic approach."

His colleague Jezzebel Gu, Group Business Director at PHD China, elaborated, explaining how it was now possible "for brands to dictate exactly where, when and how their messages will appear, guaranteeing the desired results".

The brand owner welcomed the advent of a "systematic and efficient way to invest in content".

Vincent Zhao, Marketing Director of Skin Cleansing at Unilever China reported that "this has helped elevate Lux's brand equity, awareness and engagement with our consumers".

Data sourced from Digital Market Asia; additional content by WARC staff

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