Smart artificial intelligence platforms are now handling some media planning and buying work that is traditionally done by media agencies.
Maxus tested a few AI platforms over the past year and is now mainly using one called Lucy to process and rearrange structured data for better efficiency. For instance, a hotel chain recently wanted to understand how its visitor profiles overlap across its business, economy and high-end hotel offerings, so Maxus used Lucy to isolate different audience segments and their media exposure for the client. The agency also tested Lucy in Asia for a cosmetics brand to understand audience segmentation across its products (lipsticks and mascara, for example) and how that influenced media consumption across TV, digital and out of home by country. Read the full article...