The future of television advertising will see the professional marketer evolve from a jack-of-all-trades into a creative strategist, an editor, an enabler of the creative process, and a brand guardian. The future marketer will spend more time thinking and less time operating cameras or video equipment.
brand stays the same, but the presentation, the language, or even the offer may change. Such an approach can help brands connect to their consumers better by putting more thought and care into the communication.
Local Languages Could Be Empowered
One of the challenges that advertisers face in markets like Africa is linguistic fragmentation. English dominates, but many people also speak other languages and prefer to engage in commerce in their mother tongue. This has long been a challenge for advertisers who felt that creating separate campaigns for different languages diminished the impact. But what if advertisers could begin to localize their advertisements for various markets?
Thanks to advances in AI and computer vision, it may soon be possible to produce a single advertisement in one language and then utilize voice cloning and other technologies to localize it for other markets. Such an approach would empower local languages and enable more personalized engagement with communities that prefer to consume content in languages other than English.
But It’ s The Humans That Make The Magic Happen
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. An AI-generated voice may be indistinguishable from a real human, but it will still lack the warmth and depth of a real person.
The future of television advertising will see the professional marketer evolve from a jack-of-all-trades into a creative strategist, an editor, an enabler of the creative process, and a brand guardian. The future marketer will spend more time thinking and less time operating cameras or video equipment.
creative strategist, an editor, an enabler of the creative process, and a brand guardian. The future marketer will spend more time thinking and less time operating cameras or video equipment.
One Should Never Try To Sound Too Perfect
One major danger of the disruption described above is that everything will begin to sound and look the same. Perfect faces, perfect lighting, perfect scenery, perfect music, and perfect camera angles will become the new normal. But once everything becomes perfect, perfection ceases to be special.
Brands must always remember the value of authenticity and strive to differentiate itself by being more human than its competitors.
This may take the form of a rawer look or feel or more straightforward storytelling. Sometimes, the genuine imperfection of a real person and the authenticity of their voice can be more powerful than an otherwise“ perfect” AI-generated advertisement.
In future years, marketers should strive to harness a mix of authentic creativity and the power of AI. better idea will win.
A Future Of Human Creativity And Artificial Intelligence
The future of television advertising will not be defined by a race between human directors and robotic computers. Instead, it will see a blending of the two as creative minds seek to harness the power of artificial intelligence to produce compelling works that capture the spirit and imagination of the consumer.
Simply stated, AI makes it easier to produce advertisements. It lowers the barrier to entry, enables faster production, empowers experimentation with ideas, and helps deliver more personalized propositions to individual consumers. But these are only advantages. At the end of the day, all great advertisements will continue to follow one rule: they will come from one human and be delivered to another.
The television advertisement of the future will be simple. It will not require hundreds of hours of editing or millions of dollars of production. It will sound more authentic. It may be available in more languages. It may seem familiar- but it will be enabled by groundbreaking technologies.
That is not to say that the future of advertising belongs to humans over machines. It is to say that the best advertisements will combine the best of both worlds.
What Will The Job Description Say?
The rise of AI will also disrupt the skills required by the modern marketer. The future of television advertising will see a shift away from certain roles as the machines take over some of the more menial tasks. But human creativity will always be in demand, and people who can operate AI programs to drive the creative process will be at the forefront of this disruption.
In other words, the future of television advertising will see the professional marketer evolve from a jack-of-all-trades into a
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TV Advertising May Not Die After All
The rise of social media and YouTube has meant that some marketers have written off TV advertising as dying. But it will not die- instead, TV advertising will evolve. It will become part of a broader content marketing ecosystem that spans online video, social media platforms, billboards, and other channels. One advertisement can inspire dozens of variations that will be distributed across different platforms. The power of AI will be felt in this broader ecosystem as one advertisement can fuel myriad variations in dozens of languages that will target various audiences.
The new competitive advantage will be the idea. If everybody can produce a decent advertisement, the one with the
Ultimately, the most important truth about the future of television advertising is that the technology makes it possible for more people to bring their ideas to life. And in the future of marketing, those ideas will always matter more than the size of one’ s production budget.
Deodat Mwamakimbula is a Tanzanian communications, marketing, and media professional with a passion for storytelling and creative strategy. He is a creative communicator and marketer who turns ideas into stories, and stories into impact. You can engage him via mail at: Hatibudeodat @ gmail. com.