How AI is Transforming the Media Ad Sales Industry

by | Oct 3, 2023 | Ad Sales, Artificial Intelligence, Media

V2 explores how AI will transform ad sales for media companies

How to Boost Productivity

And Ad Sales with AI

AI has experienced a meteoric rise in recent years, driven by advances in computing power, machine learning algorithms, and the availability of massive datasets. This surge in AI capabilities has had a profound impact on a wide range of industries, including the media industry.

One of the most significant impacts of AI on the media industry has been in the area of content personalization. AI algorithms can now analyze vast amounts of data about consumer behavior and preferences, such as viewing history, search queries, and social media activity. This information can be used to tailor content and advertising to specific users, resulting in a more personalized and engaging experience.

For example, streaming services like Netflix and Amazon Prime use AI to recommend content to viewers based on their viewing history and preferences. This has led to a significant increase in engagement and retention rates for these services. Additionally, many media companies are now using AI to personalize their advertising campaigns, which can lead to higher conversion rates and ROI.

Another significant impact of AI on the media industry has been in the area of content creation. AI can now be used to generate realistic images, videos, and audio content. This has opened up new possibilities for media creators, such as the ability to create personalized content for individual users or to produce high-quality content at a lower cost.

For example, some media companies are now using AI to generate personalized news articles or to create videos that are tailored to specific audiences. Additionally, AI is being used to develop new types of interactive content, such as virtual reality and augmented reality experiences. Overall, AI is having a major impact on the media industry, transforming the way content is created, distributed, and consumed, but in this post, we wanted to look specifically at how AI is impacting the Media Ad space. 

The rise of AI in Media

As mentioned above, AI has rapidly become one of the most transformative technologies of our time. It is already being used in a wide range of industries, from healthcare to finance to manufacturing. And now, AI is poised to revolutionize the media industry in a number of ways.

First, AI can help to personalize the media experience for each individual user. By analyzing data on user behavior and preferences, AI can recommend content, such as movies, TV shows, and articles, that are likely to be of interest to the user. This can lead to a more engaging and satisfying experience for the user, as well as increased viewership and readership for media companies.

Second, AI can be used to automate many of the tasks involved in media production, such as video editing, transcription, and translation. This can free up human workers to focus on more creative and strategic tasks, and it can also help to reduce the cost of media production.

Third, AI can be used to create new forms of interactive media content, such as virtual reality (VR) and augmented reality (AR) experiences. This type of content can be more engaging and immersive for users than traditional media content, and it can also provide new opportunities for media companies to monetize their content. V2 has a dedicated practice area devoted to leveraging AI for improved results, to learn more about that, click here

Let’s look at a few other examples of how AI can support media companies:

  • Automate ad sales tasks and save time: AI can automate many of the manual and repetitive tasks involved in ad sales, such as opportunity and order entry, account management, and campaign management. This can free up ad sales teams to focus on more strategic initiatives.
  • Improve decision-making: AI can analyze large volumes of data to identify patterns and trends that would be difficult or impossible for humans to spot on their own. This information can be used to make better decisions about everything from pricing to targeting to campaign optimization.
  • Personalize the ad experience: AI can help media companies to deliver more personalized ad experiences to their audiences. This can lead to higher engagement and conversion rates.

Data Cloud for B2B Communications

How AI can help media companies drive greater value and operational efficiency

AI can drive greater value and operational efficiency within media organizations by augmenting various teams. Editorial teams benefit from AI-powered content generation and curation tools, enabling faster content production and data-driven insights for improved decision-making. Marketing and advertising teams can leverage AI for precise audience targeting, ad placement optimization, and performance analysis, leading to increased revenue. Content moderation teams can use AI to efficiently identify and remove harmful or inappropriate content. Data analytics teams benefit from AI-driven insights that inform content strategies and audience engagement efforts.

Overall, AI empowers media company teams to work smarter, streamline processes, and make data-driven decisions, ultimately enhancing value creation and operational efficiency across the organization. Let’s dive into a few examples of how AI can benefit ad sales teams:

  • Improve planning and targeting: AI can help media companies to better plan and target their ads more precisely, reaching the right people at the right time. This can lead to higher conversion rates and more revenue.
  • Optimize pricing: AI can help media companies to optimize their pricing, ensuring that they are driving the best possible value for their inventory.
  • Automate workflows: AI can automate many of the manual and repetitive tasks involved in media ad sales, such as campaign management and reporting. For example, AI can help share insights to inform campaign performance optimization, and upsell/cross sell opportunities. This can free up ad sales teams to focus on more strategic initiatives.
  • Improve customer service: AI can be used to provide personalized customer support to advertisers and agencies, for example, sharing insights into in-flight campaign performance. This can help to improve relationships and boost revenue.

How AI can create more opportunity for media ad sales teams

AI can create numerous opportunities for media ad sales teams by enabling data-driven ad targeting, personalized ad campaigns, and real-time performance tracking. AI algorithms can analyze vast amounts of user data to identify trends and audience preferences, allowing sales teams to offer advertisers highly targeted ad placements. Personalized ad campaigns driven by AI can enhance engagement and boost ad revenue. Additionally, AI-powered analytics can provide detailed insights into ad performance, enabling sales teams to optimize campaigns and demonstrate value to advertisers effectively.

This data-driven approach can lead to increased ad sales and more satisfied advertisers in the competitive media industry, and for those interested, Salesforce’s Martin Kihn recently published a great blog post on this topic “5 Ways AI Is Changing Advertising Sales“, which we’d encourage you to read as well.

In short, there are numerous ways that AI can help media companies to drive greater value and operational efficiency, let’s look at a few more specific examples for ad sales teams:

  • Identify new leads: AI can be used to identify and qualify new leads, saving ad sales teams time and effort.
  • Develop personalized pitches and RFP response: AI can help ad sales teams to develop personalized pitches and RFP responses for each advertiser, based on their specific needs and goals, as well as prior campaign performance data.
  • Negotiate more effectively: AI can be used to analyze data and identify opportunities to negotiate better deals with advertisers and agencies.
  • Track performance and improve results: AI can be used to track the performance of ad campaigns and identify areas where improvements can be made.

    How Salesforce can help media companies bring these use cases to life

    Salesforce offers a number of solutions that can support ad sales companies to bring AI use cases to life. For example:

    • Salesforce Data Cloud: Salesforce Data Cloud provides media companies with a platform to centralize and harmonize data, such as first-party audience data including demographic data and behavioral data, content and advertising data, and additionally, third-party data. This data can be used to power AI-driven insights and recommendations.
    • Salesforce Media Cloud: Salesforce Media Cloud is a CRM + CPQ + Order Management platform that is specifically designed for media companies. It provides media companies with a single platform for managing their ad sales, campaign management, and reporting. Salesforce Media Cloud also includes AI-powered features such as Einstein forecasting and lead scoring. To learn more about Media Cloud, click here to see more about expertise in this space. 
    • Einstein AI: Einstein AI is Salesforce’s AI platform. It provides media companies with a number of AI-powered features, such as predictive analytics, natural language processing, and machine learning. These features can be used to automate tasks, improve decision-making, and personalize the experience for customers.

      Salesforce, when integrated fully integrated into your AI strategy, can provide significant long-term benefits to media companies. It can enhance operational efficiency by streamlining customer relationship management, improving audience segmentation, and automating marketing campaigns. Salesforce Data Cloud can empower team members by providing them with greater access to valuable data and insights, enabling more informed decision-making and personalized customer interactions.

      However, it’s crucial for media firms to remember that successful AI implementation requires a clear strategy, robust data governance, and ongoing training for staff to maximize its potential. Additionally, privacy and ethical considerations, such as data security and algorithm bias, should be top priorities to maintain trust and compliance within the evolving media landscape.

      Building Trust Starts With A Conversation.

      If you are a media company looking to leverage Einstein AI or Data Cloud to help boost productivity or ad sales, please reach out and connect with us to learn more. We can help you to identify your specific needs and goals, and develop a customized AI solution that is right for you.

      Contact us today to learn more about how we can help you to leverage AI to boost productivity and ad sales.

      Posted In:

      Return to All Posts

      Brett Carneiro

      Brett Carneiro


      Brett Carneiro is the Director of Marketing for V2 Strategic Advisors, helping to elevate the awareness of our brand and approach within the Salesforce and Partner ecosystem. Brett also works as a Sr. Sales Engineer, helping to run product demos and discovery sessions with clients, showing teams the 'Art of the Possible', using the latest products and V2 configurations that are available to solve business problems and increase efficency and profitability. Brett has been working in the marketing and sales space for more than 15+ years and has worked on both the brand and agency side. Additonally, in 2018, Brett earned an M.B.A. in Marketing, and also holds several active Salesforce certifcations.