MarTech Interview with Matt Swalley on AI in advertising
Matt Swalley shares insights in Martech Interview on AI in advertising tech-oriented advertising, the role of machine learning in business messaging, and the role of AI in advertising. Creative is now the main lever for distribution, and the only way to continually improve performance and adapt to each ad platform’s algorithms is with technology.
Customers’ attention spans are getting shorter. Two massive platforms historically controlled 65% of the digital advertising market. Companies today have to be quick and agile to navigate these channels as they emerge because today’s best ROI will not be the same as 60 days or 6 months from now. New apps and websites are appearing daily and going viral. Ad platforms send back tons of anonymized performance data. Computer vision can instantly analyze digital images, messaging, video, and audio giving insights into how audiences react to social advertising.
Digital Asset Management (DAM) tools give the ability to quickly organize and sort through assets that can be used in advertising. Fonts, logos, videos, and images can be searched instantly. Regression analysis is used to uncover the key phrases, words, images, or unique elements that should be included to improve performance in real time. Organizations that do not have a DAM in place may have files loaded on separate share drives, not prioritized, and challenging to locate new versions.
About Matt Swalley - Matt Swalley is the Chief Business Officer of Omneky, an AI platform that generates, analyzes, and optimizes personalized ad creatives at scale. Matt brings 13 years of strategic leadership experience from ATT, where he specialized in business development and sales team growth.
About Omneky - Omneky utilizes state-of-the-art deep learning to personalize advertising creative across all digital channels. Our machine learning algorithms analyze what designs and messaging are resonating with prospective customers and use these insights to generate ads most likely to drive engagement.
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