Why planners need artificial intelligence – and vice versa

Stephen Whiteside

Google’s BrandUnit, a unit of the tech company that helps brands and agencies, has studied thousands of YouTube ads via machine learning.

Machine learning (ML) is now so powerful that it can give beauty marketers a data-driven perspective on whether their digital ads should feature a redhead, a blonde, or a brunette.

“We looked at a thousand beauty ads over three years,” Ben Royce, creative effectiveness lead at Google’s BrandUnit – a division of the tech giant that helps agencies and brands to craft impactful ads – told delegates at the 2018 Strategy Festival held by the 4A’s (American Association of Advertising Agencies).

Ben Royce, creative effectiveness lead, Google’s BrandUnit

The top-level finding: Red hair appears with the greatest frequency in these...

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