"We got both campaigns live by Monday morning. The first creative went out and by Tuesday night we had feedback and a revised version live on air by Wednesday morning."
"From brief to broadcast in a single week, the results... mark a turning point for B2B advertising on TV."
"Could we go from insight to air in the time it takes most marketers to schedule a kickoff call? Spoiler alert: they could."
"It wasn't just fast. It was specific. We delivered on both briefs without any of the perceived waste of traditional TV."
In a groundbreaking event, two B2B brands, EY and Plante Moran, successfully launched advertising campaigns in just 72 hours as part of a live experiment dubbed a "real-world stress test" for AI in marketing. This effort demonstrated that AI could facilitate rapid campaign development and execution, significantly shortening traditional timelines. Spectrum Reach played a crucial role in this experiment, utilizing AI tools for targeted media placement and real-time optimization. The success of the initiative signals a pivotal shift in the speed and specificity of B2B advertising, particularly in the TV sector.
Read at The Drum
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