Television Advertising
It is essential to recognize and remember that, for all its wonders, AI is only a tool. The magic of advertising will always come from human creativity and insight. While an AI program may be able to generate an image, it cannot know why a particular image may trigger positive emotions in one person and negative ones in another. An AI program may be able to write an entire script, but it cannot know if the story being told is authentic to the consumer. production. It requires less budget, a smaller team, and often shorter production timelines. It can also scale better, be more flexible, and serve as a launchpad for bolder ideas. A simple TV commercial might be enough for a small business in Tanzania that wants to advertise its services nationwide. While such a campaign would have been impossible 20 years ago, one can imagine a future where this is now the norm.
Television Advertising
Deodat Mwamakimbula
The Future Of Television Advertising: When AI Makes Great Ads Simpler
For decades, television advertising has been one of the most powerful and sought-after channels in modern marketing. From the catchy tunes and dramatic storylines to the celebrity faces and high-profile production values, TV ads have captured the imagination of millions. But now, television advertising is poised for disruption. Artificial intelligence is poised to change the way TV commercials are conceptualized, produced, edited, and distributed. What used to require a large team of people and millions of dollars can now be achieved with a smaller team and, in some cases, less.
While it is no longer an“ if,” the question of“ how” television advertising will change when creativity and technology become intertwined is an interesting one. Below are several thoughts on the future of television advertising in the age of artificial intelligence.
From Expensive Productions To Smarter Productions
TV advertising used to be expensive. It still can be, depending on one’ s needs. But a traditional 30 or 60 second commercial spot typically requires a combination of scriptwriters, creative directors, producers, cinematographers, actors, makeup artists, set designers, editors, sound designers, and visual effects artists. AI is poised to disrupt this ecosystem. Marketers can already begin to harness various forms of AI to conceptualize, write, storyboard, reference, generate voiceover, edit, score, translate, and create visual effects for their advertisements.
That does not mean that the future of television advertising will not require production teams- what it does mean is that such teams can think more creatively and focus on other areas as computer vision and natural language processing begin to take over some aspects of production.
The Rise Of The Simple Advertisement
One thing that television advertising has been guilty of is overspending on complicated productions. Many advertisers seek to recreate the magic of the cinema on the smaller, lower-resolution TV screen. But what if the future of television advertising is simple?
A simple yet effective advertisement can be just as, if not more, powerful than a larger
It is essential to recognize and remember that, for all its wonders, AI is only a tool. The magic of advertising will always come from human creativity and insight. While an AI program may be able to generate an image, it cannot know why a particular image may trigger positive emotions in one person and negative ones in another. An AI program may be able to write an entire script, but it cannot know if the story being told is authentic to the consumer. production. It requires less budget, a smaller team, and often shorter production timelines. It can also scale better, be more flexible, and serve as a launchpad for bolder ideas. A simple TV commercial might be enough for a small business in Tanzania that wants to advertise its services nationwide. While such a campaign would have been impossible 20 years ago, one can imagine a future where this is now the norm.
Such a scenario highlights another exciting prospect for the future of television advertising. The power of big business to dominate smaller players through budget is diminished, at least in theory.
I remember there was a time I worked on a beer commercial and it took us 3 days to finish the shoot and about a week for the project to be delivered to the client but now the same company takes only one day to draft the content and publish the content.
Television Advertising Will Become More Personalized
Television advertising has always been a general proposition. One buys a single advertisement and shows it to everybody. While one can argue that the rise of“ walled gardens” such as Facebook and YouTube has made advertising more personalized, things are about to become even more interesting. With the convergence of TV and digital advertising, it is entirely possible that in the future, a single advertisement will no longer be shown to everybody in exactly the same way.
A given advertisement can take different shapes depending on the platform, the audience segment, or even the individual consumer. One can imagine a scenario where a young person sees one version of an advertisement while their parent sees another. Or where one version of the ad is shown in Dar es Salaam while a slightly different one airwaves in Mwanza. The power of the
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