How AI Helps Drive Campaign Effectiveness

Artificial Intelligence (AI) has lots of possibilities. One of them could be helping your campaign thrive. At GroupM, we have been actively leveraging AI and Machine Learning in our programmatic (video + display) purchases since 2016 using CoPilot, our proprietary engine – not to be confused with Microsoft Copilot.

This means we have many years of experience and understand the importance of utilizing machine learning. Today, human capacity simply cannot compete with AI, as it is able to continuously analyze thousands of variables, considering both positive and negative results.

However, the output is only as good as the input it receives, which is why we strategically create numerous strategies with both small and large target groups. This provides AI with plenty of data to work with, allowing it to explore widely for the best solution. This approach offers a far better premise for success and generates more insights that can be used moving forward. 

A simpler setup with a few strategies, e.g. targeting towards demographics, inmarket and affinity without accounting for devices, domains, ad size etc., where AI controls the budget allocation, could look like this graph below, which shows small changes each day over the last 4 months. 

CoPilot Saves You Time 

While a very complex setup across multiple platforms looks very chaotic, it is completely under control by AI. The graph below shows how a client’s setup has used 65% fewer hours on setup in 2024, while adding 24 extra strategies compared to 2023 – all of this while lowering the price per acquisition by an estimated 38%.

Google has its own AI in their Display & Video 360, a platform for managing and optimizing online advertising campaigns. While this AI does show solid abilities at the present time, it operates as a black box where most control is surrendered to the platform. By using CoPilot, we can allocate budget towards multiple platforms – including DV360, Xandr, Amazon, and TheTradeDesk – leveraging the strengths they all have. This approach saves significant time, as CoPilot’s AI automatically analyzes the results.

This proactive use of AI enhances our campaign effectiveness and offers valuable insights into consumer behavior and preferences. It allows us to make informed decisions, optimize our marketing strategies, and ultimately deliver better results for our clients. By sharing this information with our customers, we hope to shed light on the inner workings of our marketing department and the innovative technologies we utilize to drive success. 

If you are curious about the Programmatic team’s thrilling work with optimization of campaigns through AI, then please do reach out to Anders Overvad Vinderslev, Programmatic Operations Director, at [email protected]