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Tripp Boyle is a featured contributor to Video Marketing and Advertising: Then, Now and the Incredibly Promising Future report.

Here's the complete contribution:

I foresee two major developments upturning video advertising as we know it today – AI’s role will be amped up for TV ad targeting, and t-commerce shopping experiences will become more user friendly and prevalent.

AI is already being put to use in video advertising, but we’re going to see it reach new heights when it comes to precision targeting in the next few years. The other major development to expect is the proliferation of seamlessly “shoppable” video in both the digital and broadcast ecosystems.

AI is already being implemented across the video ecosystem to build better, more accurate datasets at the individual level to inform more relevant ad delivery, yet there’s much more room for further growth. The ability of AI engines to process millions of different unstructured data points tied to a single consumer or household in near real-time, means that consumers will be able to see and engage with incredibly specific messaging from brand marketers, and those messages can be attached to a consumer's intent in the moment.

This level of customization won't stop at the targeting and delivery of an ad, it will follow the user, end-to-end, through the purchase funnel all the way to the retail experience, on TV, online or in-store.

AI's ability to process and learn in real-time also opens up the opportunity for brands to capitalize on moments when each of us feel compelled to buy a product. Take TV, for example, a platform that has historically existed as a one-way communication platform from brand to consumer, often relied on to drive higher funnel metrics such awareness or recall. AI engines, when ingesting information such as demographic data, viewership data and purchase data – and connected to automatic content recognition technology on a now-shoppable platform (smart TVs) – can capitalize on program-driven impulse and enable a consumer to buy right then and there, without necessarily leaving the content they’re viewing.

For instance, imagine a basketball fan watching his or her favorite team makes a late-season playoff push. The make-or-break game is going down to the wire, and the team's star player wins it with a buzzer beater. In that moment, there will be an opportunity for a fan to purchase that player's jersey with one click of their remote or just with their voice, which is highly revolutionary.

We’ll also see this technology manifest in other compelling ways. Movie enthusiasts will be able to purchase a ticket from their TV as they watch the trailer on the biggest, most exciting screen in the home. Similarly, CPG or quick-service restaurant marketers can push a coupon to a viewer’s mobile device directly from the brand's TV spot.

If brands can capitalize on the in-moment impulse to drive awareness of a product or offer to an almost instant transaction without leaving the couch, we've discovered a much more efficient path to attribution.

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