"Despite a London Underground and DLR strike, we had over 650 attendees at our recent ATS London event. It's a testament to the grit and resolve of European ad tech to congregate. Kudos to you all. ATS is the bleeding edge of the industry, and AI dominated much of the conversation. There is so much noise and bubbly chatter about AI, it's hard to cut through the endless sheeple narratives on LinkedIn."
"consumer behaviour is being forever changed, specifically around search. This has far-reaching implications for the ad tech and media industries. In this sketch, ExchangeWire presents the idea that chatbots/search AI could collapse the lower funnel of advertising (traditional search ads, retargeting). In that instance, the upper and mid-funnel become more critical in a shortened marketing funnel. The irony of brand building becoming existential in an AI-first world is not lost on us. Mid-and upper-funnel advertising is now more data-driven and accountable than ever."
"As ever, this is (non-AI-produced) opinion. Ads still matter - ultimately, something needs to push you to the "prompt". Cheeky prediction: OOH should easily reach $100bn by the end of the decade."
Consumer search behavior is being permanently altered by AI and chatbots, producing major effects across advertising and media. Chatbots and search AI have the potential to collapse lower-funnel tactics such as traditional search ads and retargeting, shortening the marketing funnel. As a result, mid- and upper-funnel activities gain critical importance, with brand building becoming existential in an AI-first environment. Mid- and upper-funnel advertising is becoming more data-driven and accountable. Advertising remains necessary to trigger consumer prompts, and out-of-home (OOH) advertising could see substantial growth, possibly reaching $100 billion by the decade's end.
Read at Exchangewire
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