Emily and Mike talk about the ad world's new obsession with models, and whether brands are too trusting of AI ad buying.
đź’ˇTakeaways:
- The resurgence of Marketing Mix Models (MMMs) is a significant topic in Ad Tech, with varying opinions on their effectiveness, especially when pitted against AI-driven tools from major platforms like Meta and Google. đź“Š
- Historically, MMMs were expensive and data-intensive, primarily accessible to large advertisers like P&G for high-level media allocation decisions. đź’°
- Today, MMMs are becoming more affordable, partly due to advancements in AI, making them more accessible to a wider range of companies. đź§
- While AI optimizers from large platforms can be beneficial for small advertisers, larger, more complex companies and their agencies may find completely handing over control problematic. 🔑
- The debate between traditional, high-level MMMs and more granular, data-driven approaches highlights the need for advertisers to balance macro and micro strategic dials. 🎛️
- The evolution of content consumption, particularly among younger generations who prefer video platforms like YouTube and TikTok for news, indicates a necessary shift for media companies towards more diversified, visually-driven content formats. 📱
🎙 Guest: Emily Riley
🎤 Host: Mike Shields
đź“ş Sponsor: Elemental TV
🎬 Producer: FEL Creative
