L'intelligenza Artificiale è tutta intorno a noi e sta iniziando a incidere pesantemente anche nell'industria della pubblicità. Siamo pronti per un futuro in cui la creatività potenziata dei dati aiuta gli algoritmi a fornire il messaggio perfettamente utile e mirato a ciascun consumatore in tempo reale? Cosa dovrebbero fare gli inserzionisti e le agenzie per prepararsi? All'interno del ciclo di incontri "Digital Heroes", abbiamo parlato di Viewable Advertising & Artificial Intelligence con Antonella La Carpia, Marketing Director EMEA & APAC di Teads.

2. How AI is going to shape our future
Antonella La Carpia – EMEA & APAC Marketing Meeting at Teads
@donnatonia

3. Il celebre formato di Teads,
l’inRead, è stato inventato
per combattere le più dure
sfide dell’industry
Viewable by design
Esperienza User-friendly
Scalabilità senza precedenti sui
maggiori premium publisher

4. di utenti unici al
mese
Source: comScore Video Metrix June 2017, Teads internal data source
2017
Primo video marketplace al mondo
secondo la classifica:
1.2 miliardi

5. I nostri formati sono ottimizzati per device per garantire
il massimo user engagement

6. Il Nostro Network di
Editori Premium
Ad Serving
Programmatic Connections
Demand Flow
I nostri punti di forza:
Source: comScore Video Metrix June 2017

7. La nostra piattaforma di premium publisher
Scalabilità
dei top 100 publisher
secondo comScore
90%
Esclusività
degli accordi con i
nostri publisher
sono esclusivi
80%
Massima Reach
reach della internet
population italiana **
83.4%
Fonte: comScore Media Metrix, Key Measures, Multi platform, Total Audience, Jan 2018
**Non conteggiati: RCS, Mediamond. Manzoni, IOL – presenti dale prossime rilevazioni
*Esclusiva sui formati Outstream
ACCORDI IN ESCLUSIVA*
Raggiungiamo 32,396M UU

8. Il Nostro Network di
Premium Publisher
Ad Serving
Programmatic Connections
Demand Flow
Fonte: comScore Video Metrix June 2017

9. Digital video spend continues to increase
$13,23
$15,42
$17,56
$19,81
$22,18
2017 2018 2019 2020 2021
Digital Video Ad Spend (in billions)
Source: eMarketer, U.S. Digital Video Ad Spending, 2017 – 2021, August 2017

10. Video Advertising Growth in Europe
• Video Advertising
amounts to US$ >5b in
2018
• expected to grow with
an annual growth rate of
>12% US$ 8b in 2022

11. A GROWING INDUSTRY WITH GROWING CHALLENGES
Clean advertising is
difficult to maintain
Advertisers have difficulty
scaling in premium
environments
Video is expensive to
produce and scale
Users deserve a
respectful experience

12. Crisis of Trust
in Digital

14. * As measured by DoubleVerify’s Pinnacle reporting interface / Momentum
Fraud is
identified by
DoubleVerify
Fraudulent traffic is
blocked pre-bid
Brand Risk: Teads
out-performs
<1%
<1%
Teads Benchmark
9.1%
ADS.txt
<1% 21%
BenchmarkTeads
ADFRAUDBRANDSAFETYVIEWABILITY
Formats are
viewable by design
Monitored by Teads direct
integration with
Teads
100% 41%

15. @donnatonia
How is AI going to shape our future?

16. Software engineer and entrepreneur

17. @emigal

18. @donnatonia
”Hello Budapest!”

19. Workshops & Best Practices
Campaign Ideation
Ground Breaking Tech
Content Pre-testing

20. @donnatonia
How is AI going to shape our future?

21. My yearly experiments
Antonella La Carpia

22. @donnatonia
There’s plenty of room
at the bottom

23. @donnatonia
How AI is going to shape our future

24. @donnatonia
WTF is AI?

25. Ability to learn Access to data Cost effective
@donnatonia
Characteristics of an AI

26. @donnatonia
Deep learning

27. @donnatonia

28. @donnatonia

29. Computers are now better than humans at
recognizing objects in images and videos
0
5
10
15
20
25
30
2010 2011 2012 2013 2014 Human ArXiv
@donnatonia

30. Learning to detect objects without any manual
labeling done by humans
@donnatonia

31. Moore’s Law: cheap and really really really fast computation
@donnatonia

32. Source: Waitbutwhy.com
@donnatonia

33. Deep learning Very large
data sets
Cheap and fast
computing
@donnatonia

34. Three stages of AI
Source: Chris Noessel, Congres Content Marketing & Webredactie
Narrow AI
Now
General AI
2025
Super AI
2060-2080
@donnatonia

35. @donnatonia
A day in our life… in 2025

36. iPhone 20
7:00AM
@donnatonia
The interface of the future

37. 7:00AM
@donnatonia

38. Siri, Alexa, Google Home leading the way
@donnatonia

39. @donnatonia
8:00AM
Breakfast of champs!

40. The magic pill that tells you what nutrients you need
@donnatonia
8:00AM

41. @donnatonia
8:00AM
Your fridge will know what you need
(and Amazon will deliver when you’re not home)

42. @donnatonia
100 billion connected devices by 2025
8:00AM

43. 8:45AM
You get into some form of transportation powered by humans.

44. @donnatonia
8:45AM
You’re not going to be allowed to drive a car on a public road
within 15 years.

45. @donnatonia
8:45AM
Tesla cars have now driven 100M miles on autopilot

46. @donnatonia
11:00AM
Need to be as smart as Einstein for a few minutes?

47. @donnatonia
11:00AM
The human brain is running an amazing algorithm on a very slow
piece of wet hardware

48. @donnatonia
The connected brain
11:00AM
+
=

49. @donnatonia
It will happen within the next 20 years.
11:00AM

50. @donnatonia
The future of entertainment
1:00PM

51. @donnatonia
1:00PM
The future of entertainment

52. @donnatonia
1:00PM
The future of entertainment

53. @emigal@donnatonia
1:00PM
Rent your own personal drone for your Oculus Rift and
fly it through the Vatican.

54. 3:00PM
@donnatonia
Browse some art online

55. 3:00PM
Browse some art online
@donnatonial

57. @donnatonia
3:00PM
Listen to some music

58. @donnatonia
Music created for you by your very
own personal AI

59. @donnatonia
6:00PM
Robots. Robots everywhere.

60. @donnatonia
8:00PM
So you want to read or watch some content

61. One ad for everyone
@donnatonia

62. Self-assembled ads for each user
Video Run Time – 15” Total
Group Demo 1
Group Demo 2
Group Demo 3
Product Shots Game Shots Customer Shots Game Shots CTA
@donnatonia

63. Sports gamer
Strategy gamer
First-person shooter gamer
Self-
assembling
ads in action
@donnatonia

64. Ads you can talk to…
@donnatonia

65. 10:00PM
Back up your brain in the Cloud, including your consciousness.
@donnatonia

66. @donnatonia
It will happen within the next 20 years.

67. AI will permeate every single aspect
of our lives
@donnatonia

68. Three stages of AI
Source: Chris Noessel, Congres Content Marketing & Webredactie
Narrow AI
Now
General AI
2025
Super AI
2060-2080
@donnatonia

69. WTF should we do?
@donnatonia

70. Embrace it!
@donnatonia

71. Build teams of creatives and engineers working together
@donnatonia

72. Invest in data strategy and a DMP
@donnatonia

73. Learn, it’s not rocket science (ok, maybe just a little bit)
@donnatonia

74. @donnatonia
It’s Bucharest, not Budapest!

75. Thank you.
@donnatonia