Author: Ed Silhan, CRO & Managing Director of Americas, Locala

The adoption of AI in media and advertising is not just a trend; it's a fundamental shift that's reshaping how we understand and engage with audiences. According to a recent McKinsey report, AI has the potential to create $2.6 trillion in business value in marketing and sales by 2030. This staggering figure highlights the significant impact AI can have on driving business outcomes.

This is especially true when it comes to data analytics and media planning. Traditional methods of media planning often involve resource-intensive research or manual analysis of disparate data sources, which can be time-consuming and prone to error. AI, however, has the potential to streamline this process by quickly analyzing large datasets to uncover patterns and insights that would normally take a lot of time and resources to detect.

The Need for Specialized AI in Ad Tech

While GenAI like ChatGPT and Gemini have broad capabilities and can provide high-level recommendations, it isn't a one-size-fits-all solution when it comes to the ad tech industry. Many AI tools are designed for a wide range of applications but lack the specialization required for media-specific recommendations. This means they may fall short in addressing the unique needs of digital media planning and buying.

Introducing Locala's Insights AI: A Game-Changer for Media Planning 

At Locala, we understand the challenges that marketers face in navigating the complex world of data analytics. That's why we're excited to introduce Insights AI, a new feature embedded in our platform, which provides lightning-fast and actionable media recommendations in mere seconds.  With Insights AI, answering questions like "How can I gain market share in areas where I'm less established?" or "What's the best media mix to attract the attention of my competitors' loyal customers?" is as easy as clicking a button. 

This is what makes Insights AI truly unique. It’s specifically crafted for the media and advertising industry, and is fueled by our extensive, location-based consumer datasets that are constantly evolving and learning to provide the most detailed and accurate media recommendations. This tailored approach ensures our clients receive actionable, media-specific insights with speed, driving better performance and efficiency, unlike generic AI solutions that cannot deliver the same level of precision and relevance.

Our partnership with Databricks in building the generative AI technology using Llama 3.1 models has been a pivotal factor in the innovation of Insights AI. Databricks commented on the collaboration:

"The work Locala has been able to accomplish using Llama 3.1 models to build Insights AI has been an exciting and forward-thinking endeavor. This innovative approach leverages cutting-edge AI technology to deliver precise and actionable media recommendations at unprecedented speeds,” said Ina Koleva, Staff Product Manager at Databricks. “Insights AI stands as a testament to the transformative potential of specialized AI solutions in the media and advertising industry."

Addressing Industry Pain Points

Insights AI is designed to solve several key pain points in the media and advertising industry:

Complex Data Analytics: Data analytics surrounding disparate data sets can be challenging, especially for non-technical stakeholders. Insights AI simplifies this process by breaking down complex mobility and consumer data into easy-to-understand recommendations, enabling brands to plan and activate with confidence.

Activation of AI-Driven Insights: While many marketers have access to AI-driven insights, activating these insights in a meaningful way can be difficult. Our solution specializes in delivering media-specific recommendations that are easy to implement, creating a seamless process while improving campaign performance.

Privacy at the Forefront: At Locala, we prioritize data privacy and security in all our operations. Insights AI is exclusively ours, ensuring that all data is handled with the utmost care and compliance with industry standards. Through our secure data handling practices, we ensure that our clients' data remains confidential and protected, providing peace of mind alongside actionable insights

The Future of AI in Media

The introduction of Insights AI marks a significant milestone for Locala and the industry as a whole. As AI continues to evolve, we can expect even more sophisticated tools that offer deeper insights and greater automation. The future of media and advertising will be defined by the ability to leverage AI to deliver personalized, data-driven experiences at scale.

We invite you to explore our new Insights AI feature and discover how it can transform your media planning and strategy. To learn more about how Insights AI works, visit us here.