领域、困境与对策:人工智能重构下的广告运作

Applications,Difficulties and Solutions:Advertising Operation under Artificial Intelligence Reconstruction

人工智能作为模拟人类智能,是实现机器智能的颠覆性技术,最初在广告行业的应用表现在程序化购买、实时竞价和数据分析管理等方面,随后横向扩展至广告运作的其他领域,进而对广告运作流程进行了系统性、颠覆性的重构。传统的广告运作一般表现为广告调查和市场分析、广告策略和广告创意制作以及广告投放和效果检测等环节。人工智能重构下的广告运作则主要体现在消费者智能洞察、广告智能创作、广告智能投放和广告智能应对等四个方面,构成智能广告。智能广告是以数据驱动为基础,利用人工智能技术实现广告内容的耦合生产、精准投放与互动反馈,从而个性化满足消费者生活信息需求的品牌传播活动,其中,消费者智能洞察是指利用社会网络分析技术,挖掘多端异构的消费者市场大数据,建构数字化的消费者生活方式衡量体系进行消费者数字画像,从而智能化地分析预测消费者真实准确的消费需求;广告智能创作是指针对精准的消费者画像,通过自然语言处理和深度学习等技术,根据用户需求对文字、图形等创意元素进行智能创意组合,制作千人千面乃至一人千面的个性化广告;广告智能投放是指对照数字化的消费者生活方式衡量体系,准确识别消费者的生活场景,运用程序化投放工具优化广告投放媒体组合,将个性化广告内容进行直达用户的广告投放;广告智能应对是指通过广告投放实时监测相应的广告效果数据,获得准确和及时的广告反馈,并借助机器学习技术,根据不同的反馈主动做出相应的实时应对,及时优化广告效果。智能广告对数据具有极大的依赖性,然而数据缺乏多元、数据孤岛、数据监管缺失、数据隐私安全问题等也为人工智能重构广告运作带来了一系列困境。由此,文章提出数据多元、法制监管以及数据脱敏等解决途径。

Artificial intelligence is an overturning technology that can simulate the intelligent behaviors of human and make machines intellectual.The initial application of artificial intelligence in the advertising industry lies in programmatic purchasing,real-time bidding and data analysis.Then it expands horizontally to other fields of advertising operation,and in turn reconstructs the whole advertising operation systematically and thoroughly.The traditional advertising operation generally includes market investigation and analysis,media strategy and creative production,as well as media planing and buying and effect evaluation.Now,the reshaped advertising operation involves intelligent consumer insight;intelligent advertising creation;intelligent media planing and audience purchasing and intelligent response,of which the four parts constitute the intelligent advertising.Intelligent advertising is a data-driven brand communication activity,which uses artificial intelligence technologies to achieve the coupling production of advertising content,precise advertising serving and interactive response in order to meet consumers’personalized information needs.Specifically,intelligent consumer insight refers to portraying consumers’digital profile intelligently and predicting consumer demand with multi-terminals data mining,which uses social network analysis to mine multi-ends and heterogeneous data of consumer market and construct consumers’digital lifestyle.Intelligent advertising creation means producing personalized advertising content based on users’needs intelligently and creatively through natural language processing and deep learning.Intelligent media planing and audience purchasing indicates accurately identifying consumer scenes by referring to the consumer lifestyle measuring system,and directly delivering advertisement to consumers through programmatic purchasing tools.Intelligent response suggests obtaining real-time feedback through real-time monitoring of the ad serving data and timely optimizing advertising performance through machine learning.However,because of the great dependence of intelligent advertising on data,the lack of data diversity,data island,inadequate data supervision and data security also trigger a series of problems for future development.Therefore,this article proposes solutions like diverse data sources,legal supervision and data masking.