The article below has been contributed by an external guest writer and does not reflect TargetVideo’s practices, business model, or attitudes toward innovations in attribution or other topics.
Video advertising is more popular than ever.
The problem?
Traditional attribution methods don’t always make measuring video performance easy. Siloed data, delayed visibility, and poor segmentation can hinder this process and lead to wasted resources and missed opportunities.
Luckily, AI and machine learning are revolutionizing how advertisers understand video ad performance.
In this article, we’re taking a closer look at how AI-powered tools bring innovations in attribution modeling and offer real-time insights and better customer targeting. We’ll also look at how these innovations boost your ROI. (And how AI can help you make more strategic decisions.)
What is AI-Driven Attribution, and Why Is it Important?
The video marketing industry grew by 20% in 2023 alone.
But, while 91% of businesses use video marketing, understanding its effectiveness is still an issue. In fact, one in ten video marketers doesn’t track ROI at all.
AI-driven attribution streamlines this task.
It uses AI-powered tools to track and analyze customer interactions. Unlike conventional metrics and analysis tools, it can process vast data sets across multiple marketing channels simultaneously.
Doing this in real time provides valuable insights into which touchpoints drive the most conversions.
AI-driven attribution also unravels complex customer journeys. It can show you exactly how different channels are helping you achieve your goals. With these real-time data-driven insights, you can optimize marketing spend by focusing your resources on the most impactful strategies. (No more tactics that just waste your time and money.)
Its advanced feature set also predicts which factors may improve viewer engagement and user experience, enabling you to deliver more engaging video content.
As a result, you’ll find it easier to create more compelling video ads that maximize engagement rates.
8 Innovative Ways AI and Machine Learning are Changing Video Advertising Metrics
AI-powered attribution is transforming how advertisers measure and optimize their video marketing strategies.
These powerful tools redefine accuracy and efficiency in the video creation workflow. They show you exactly what makes high-quality videos so your campaigns have the most impact.
Here’s how AI and machine learning are transforming video advertising metrics:
1. Enhances Attribution Modeling
AI-powered tools enhance attribution modeling in a way conventional tools can’t.
As we mentioned above, with cross-channel attribution, AI can track a customer’s journey across multiple devices and channels in real time. This makes it far easier to pinpoint exactly how each touchpoint affects conversion rates.
Unlike the old “last-click” model, AI also supports multi-touch attribution. This considers all key moments that lead to a conversion — not just the last trigger point.
This means you can see which channels truly drive results across whole campaigns. You’re not just relying on the last promotional link that sealed the deal.
With this knowledge, you’ll know where to focus your efforts.
The result? More accurate campaign performance measurement and improved ROI.
2. Offers Real-Time Visibility
AI-powered video marketing tools offer real-time visibility into campaign performance.
These up-to-date insights mean you can make immediate adjustments to improve results. You don’t need to wait until the end of a campaign that isn’t working. You can switch it out to use methods that are driving results.
What’s even more incredible is that you don’t have to do this manually.
AI video advertising tools use dynamic creative optimization. This feature analyzes individual viewers’ behavior and click-through rates and changes the ads on the spot.
AI can also handle bid optimization in real time. It factors in who’s watching, when, and on what device. Using this real-time data, it adjusts ad bids to make sure you get the best ROI. The AI can also use this data automatically to improve campaigns as it goes.
3. Identifies Audience Segments
AI-powered tools can analyze large data sets to improve audience segmentation.
AI analyzes demographics, interests, and behaviors to create extremely precise audience segments. With a deeper understanding of these metrics, you can better target ads and deliver more personalized video content to each segment.
This targeted approach boosts click-through rates and conversions. It also improves attribution by highlighting which touchpoints work best for each audience.
AI can also find lookalike audiences. (These are untapped users with similar attributes and behaviors to your current customers.) This feature can significantly expand your reach if you capitalize on it.
4. Streamlines Publisher Processes
While undeniably useful for advertisers, AI can also improve the overall advertising landscape on the publisher side. TargetVideo’s AI tool for video categorization automatically separates content into IAB-standardized categories and assigns appropriate tags to videos.
This helps more precisely target contextual ads in programmatic and, by extension, boosts both the publisher’s monetization efforts and the advertiser’s ROI.
5. Improves Data Integration and Connectivity with APIs
In the past, video ad data was often siloed.
However, storing it in separate, isolated systems can make accessing, analyzing, or integrating with other data sources difficult. It also limits the accuracy of your insights.
Now, AI-powered video marketing tools use integrated data to work better.
With a reliable API gateway, your data flows smoothly between video production platforms, CRM systems, and analytics tools. Integration like this helps AI access richer data sets at multiple touchpoints. As a result, you see more accurate metrics and a more holistic picture of the customer journey.
6. Provides Deeper Customer Insights
Understanding who interacts with your advertising and social media videos is essential for tailoring your ads and content.
When you combine AI tools with platforms like Salesforce Data Cloud, you unlock deeper insights into customer behavior. These tools offer granular metrics that give you a richer understanding of how characteristics and behaviors influence video engagement.
Using this data, AI can create a complete customer journey. It connects marketing videos to conversions for more precise attribution models and better decision-making.
With this feature, you can produce captivating videos that resonate with your target audience in a personalized way to drive conversions.
7. Streamlines User Authentication
To obtain accurate information about how people interact with video ads, it’s important to make the user’s experience as smooth as possible. Single sign-on (SSO) helps with this.
SSO allows users to log in just once and be automatically signed in across multiple platforms. This makes it easier to collect their data because everything is synced and consistent. It also reduces errors, like duplicate data or missing important info.
In short, understanding how SSO works helps improve the accuracy of AI analysis by ensuring the data is reliable and consistent across platforms.
8. Reduces Ad Fraud
Ad fraud skews metrics, which can result in wasted resources. AI combats this by identifying and preventing fraudulent activities.
For example, AI can detect and block click fraud. This means that only genuine clicks contribute to click-through rates. As a result, attribution models are more accurate since the AI filters out invalid engagement.
AI can also spot viewability fraud. (This is when ads are counted as impressions but aren’t visible to users.) By flagging video ads that don’t get views, AI improves metrics like viewability rate and impression frequency.
With less ad fraud, you get more reliable data. As a result, you can better refine your marketing video production strategies.
9. Offers Predictive Insights
AI predictive analytics give advertisers a glimpse into the future. They offer valuable insights to shape video marketing strategies based on historical behavior and trends.
By forecasting trends, AI unlocks proactive optimization. Marketers can adjust campaigns before issues arise to promote better real-time performance and resource use.
AI can also perform sentiment analysis. This metric gauges how video content impacts a customer’s brand perception. When you track sentiment over time, you can refine ad strategies to meet customer needs. You can also address negative feedback and stay on trend with current interests.
What’s more, AI can predict Customer Lifetime Value (CLTV).
This helps you concentrate efforts on high-value segments. No more wasting time on customers who are likely to drop off.
As a whole, predictive insights help advertisers make smarter, more informed decisions on future video campaigns. This encourages more conversions, saves time and money, and enhances campaign ROI.
AI in Digital Advertising is Here to Stay
AI is transforming video ad attribution.
It makes it more precise and effective, offers real-time visibility, and gives you deeper customer insights. This helps you create marketing videos that reach the right audience at the right time.
And with less ad fraud and predictive insights into the future of your campaigns, you can see better returns and implement even more effective strategies.
Promote Your Brand With TargetVideo
Ready to take your video ads to the next level? TargetVideo is an all-in-one solution for advertisers looking to promote through innovative video ad formats. With an extensive network of premium publishers across popular verticals, you’ll be sure that your message reaches the right people – every time.
Speak to the experts at TargetVideo today. We offer everything advertisers and publishers need to grow their digital business.
Innovations in Attribution FAQ
1. How does AI help improve video ad attribution?
AI enhances video ad attribution by making it more accurate and data-driven. It uses complex algorithms to track customer behavior and engagement across multiple platforms so you can understand which ads are driving results and why.
2. Can AI really predict the success of future ad campaigns?
Yes. AI tools analyze large data sets, identifying trends and patterns that humans might miss. This predictive analysis can give you insights into how future campaigns might perform so you can adjust your strategy in advance for better results.
3. How does AI reduce ad fraud?
AI can detect suspicious patterns in ad engagement, such as click fraud or bots that artificially inflate views or clicks. By recognizing these patterns, AI helps make sure you’re only paying for genuine interactions, boosting your ROI.
4. Do I need technical skills to use AI-powered video ad tools?
Not necessarily. Many AI tools for video advertising are user-friendly, with intuitive dashboards and automated features. But to get the most out of these tools, consider TargetVideo.
5. Will AI replace human creativity in video ad creation?
No. AI is a tool that complements human creativity by providing data-driven insights and optimizing the process. While AI can help with tasks like editing, targeting, and distribution, it doesn’t replace the creative thinking that goes into producing engaging content.
About the Contributor
Ioana Wilkinson
Ioana is a business strategist and content writer for B2B tech and SaaS brands. She also helps aspiring entrepreneurs build remote businesses. Born in Transylvania and raised in Texas, Ioana has been living the digital nomad life since 2016. When she’s not writing, you can catch her snorkeling, exploring, or enjoying a café con leche in Barcelona!
* This article was originally published here