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.
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.
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