2025: The Year of Media EngAIgement

But for media companies AI promises to become a powerful tool enabling two really important developments greater freedom for employees to focus on what they do best and greater engagement with audiences and marketersLast year we saw lots of AIrelated contentlicensing deals this year I believe weamp8217ll see more examples of media companies themselves embracing AI in multifaceted waysCompanies may focus on tailoring their content to appear in AI search results As has been noted in outlets such as Digiday digital publishers are likely to leverage AI for predictive targeting chatbots ecommerce and gamification to grow engagement across platforms increasingly including live events amp8211 to help boost subscriptions and ad revenue Itamp8217s all about converting the casual reader and viewer into a subscriber in turn having a stronger advertiservalue propositionamp8220Content is Kingamp8221 as the old saying goes And politicalelection cycles amp8211 a boon for linear TV can be a powerful and engaging form For inventory providers AI might not only turbocharge relationships with audiences but political campaigns and PACs may insist on an audiencetargetingdriven AI playbookIn fact most marketers are likely at least planning to apply AI tools in their own efforts primarily to improve efficiency this includes AIgenerated ads and predictive modeling in campaign planning and pricing among other applications Think workflow efficiency And it stands to reason that theyamp8217d expect the same effort and innovation from their media partners especially as relates targeting and measurementIn prior blogs weamp8217ve discussed cookies including the privacy concerns Connected TV CTV ad personalization has been cookiedependent thatamp8217s poised to change Programmers and marketers are evaluating AIturbocharged contextual advertising matching ads with the content being viewed amp8211 again further engaging the consumer Layering in AIamp8217s predictive attributes including direction of the timing of ads offers even greater opportunitiesAnd this is a key point We want relevant content specific to our needs and wants But we may not want to share our data I know weamp8217re discussing cookiesamp8230 but when it comes to personalization and at the same time datasharingamp8230 we want our cake amp8230 and to eat it too AI offers the promise of enabling us to evolve beyond that challenge It39s analyzing the data but not necessarily specific to the user It39s making recommendations and gathering trends and so it39s a lot better than where we39ve been Marketers will be able to deliver contextual advertising without intruding on consumersamp8217 privacyAIboosted contextual advertising was among predictions offered to Adweek when it recently canvassed adindustry leaders on their view of the role AI will play beginning this year a number of fascinating insights emergedOn the contentgeneration end forecasts included homescreen recommendation chatbots on streaming platforms and endtoend AI TV campaigns spanning media planning to creative to measurement One prediction AIgenerated ads in the Super Bowl already has proved accurate Holland America39s Super Bowl commercial was almost entirely AIgenerated as noted in techenthusiast site Slashgear this and a plethora of AIfocused spots from ingame advertisers including Google Meta and newcomer Open AI has led some to dub 2025amp8217s Big Game amp8220The AI Super Bowlamp8221On the allimportant aspect of measurement folks predict an acceleration of the shift to a multicurrency marketplace and new levels of precision and efficiency in targeting with advanced custom KPIs tailored to marketersamp8217 goalsAnd then thereamp8217s closing the dealamp8230 and executives see AIamp8217s further potential to tighten the personalization gap between TV and social media as well as AIenabled ecommerce based on the consumeramp8217s viewing and shopping habitsamp8230 not to mention greater ability to connect with audiences who have heightened purchase intentBottomline AI is here and it39s only going to get bigger So you39re either on the bus or under the bus To use a videoconsumption analogy you can be Blockbusteramp8230 or you can be Netflix Those who embrace the future with positive aggressive curiosity will have the advantage And this is especially true in media where the change is unbelievably rapid and you have to evolve or dieBut letamp8217s get back to the amp8220fearamp8221 factor To borrow from Mark Twain talk of reduced human involvement is way premature Human intervention will remain crucial industry participants agree The point of AI amp8211 from that allimportant glasshalffull vantage point amp8211 is to free people up to do those things that make them most impactfulThis point is crucial I look at AI primarily for its potential to improve my connections to two key constituencies How do I serve my employees and my customers bestMy employees are incredibly busy I want to give them more time amp8211 more time to think to strategize to createamp8230 even to breathe We39ll never replace the human touch right And that extra time would benefit our relationships with our clients They39re looking for results and what we39re looking for is a better customeremployee experienceamp8230 all of which ultimately should translate into efficienciesAt Viamedia weamp8217re deploying teams who are out talking to local regional and to an extent national customers all over the United States who are trying to find solutions to help them grow their business And that of course includes cable operators and streaming and FAST providersamp8230 in short anybody that39s looking to bring demand to their supplyAnd so yes integrating AI into existing workflows can feel daunting but forwardthinking companies must lean into its potential At Viamedia we are carefully evaluating how AI can enhance not replace our teamamp8217s expertise We are exploring AIdriven solutions for ad targeting ensuring precision without compromising consumer privacyToday AI has to be in the marketing conversation from front to end For those willing to embrace the future it will make for a much more engaging amp8211 or if you like amp8220engAIgingamp8221 amp8211 discussionPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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2025: The Year of Media EngAIgement

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David Solomon

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