The Power of Machine Learning | Insights by Mikayel Mirzoyan
In response to market challenges like SKAD issues, there’s a rising need for machine learning adoption. AI offers accurate insights, especially in media mix modeling (MMMs), crucial for addressing SKAD concerns, especially on iOS devices. AI creative solutions are also gaining traction, revolutionizing content development and offering cost-effective options for immersive assets. As major advertising channels integrate machine learning, AI specialists are expected to play a pivotal role in 2024, shaping the future of targeted marketing and optimizing ad performance in mobile marketing.
👁 Our Insights | by Mikayel Myrzoyan
Machine Learning, Addressing Market Challenges
In response to ongoing market challenges, including issues with SKAD and the difficulty in accurately forecasting numbers, there is a growing need for the adoption of machine learning models. These models hold the potential to significantly enhance accuracy, particularly in media mix modeling (MMMs). With many companies still grappling with SKAD, especially on iOS devices like iPhones and iPads, the incorporation of AI is crucial to address this demand. Bridging the gap between user acquisition (UA) and accurate numbers is paramount.
AI Solutions, Engaging Content
To assist businesses in developing engaging creatives, including images and videos, many companies are introducing new AI creative solutions. These solutions offer a cost-effective alternative to standard approaches, particularly for highly interactive 3D assets. The use of AI-generated creatives is gaining traction across various industries, impacting creative studios and companies in terms of time, money, and effort. E-commerce and casual apps, in particular, are witnessing significant improvements in advertisements through AI-generated creatives.
Shaping’s Advertising Future, Machine Learning Integration
Major advertising channels such as Facebook (FB), Google, Moloco, and AppLovin are actively integrating machine learning and seeking ways to enhance it. In 2024, the importance of machine learning is expected to rise further, with many companies shifting their focus to hiring AI specialists and undergoing layoffs in generic roles. Despite facing challenges such as long learning phases and efforts to improve performance, adapting algorithms to identify valuable users remains a constant goal for demand-side platforms (DSPs).
AI Benefits and Future Trends for App Success
AI offers numerous benefits for app owners, including quicker understanding of the effectiveness of uploaded videos and cost optimization based on performance. While the mobile marketing landscape is anticipated to evolve in 2024, providing valuable insights into user behavior and optimizing ad performance, it’s important to note that ChatGPT may not have extensive insights into this landscape for that year.
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