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Monetizing attention in a complex world

With consumer attention scattered, advertising and monetization have become a more competitive and difficult game.

There is more competition for consumer attention than ever, intensifying the battleground for advertising and subscription revenue amongst digital players. Paired with tightening privacy regulation, a booming creator economy, the advent of Gen AI and virtual worlds, it is critical for companies to reinvent advertising and monetization strategies now to drive sustainable revenue growth.

DATA
77%

of CMOs worldwide feel under pressure to prove return on ad spend on their advertising buys

52%

of consumers canceled two or more digital subscriptions or services in 2023

80%

of advertisers re-evaluate the ad platforms they spend on more than once a year

How AI is changing advertising and monetization

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Generative AI transforms consumer behavior and monetization

The shift from ‘searching’ to ‘asking’ with Gen-AI tools like ChatGPT is disrupting monetization and ads on search engines, social platforms, and media. As consumers embrace Gen-AI, digital players can capture attention in more human-like ways, unlocking new revenue streams and enhancing personalization and relevance.

Automated self-serve ad platforms

Ad platforms have relied on algorithms for years, but activating campaigns has still required manual effort. Now, with Generative AI, anyone can launch an ad campaign without being a marketing pro. Media platforms are introducing AI tools to streamline content creation and campaign setup, reducing human effort and boosting performance through new features like conversational assistants.

AI-powered content activation

Platform and media companies have massive B2B and B2C marketing programs to drive user acquisition and customer lifetime value, requiring huge amounts of time, effort, and resources. Gen AI offers an opportunity to reinvent the entire content supply chain and deliver truly personalized, relevant, and performant content for their customer cohorts at scale, with less human effort.

B2B sales and service reinvention with AI as a co-pilot

With AI, platform and media companies can completely reinvent their B2B sales and service programs to drive revenue, reduce churn, and gain efficiencies. Gen AI enables real-time and predictive insights as well as ‘co-pilots’ to assist human sales and service representatives, making every customer interaction more proactive, intelligent, and relevant.

What you can do

Advertisers have high demands and more options than ever before in an increasingly crowded market. Capture more share-of-wallet by optimizing each stage in the customer journey, from lead generation, to ad sales, ad ops, and customer success.

Consumers’ attention is spread across ever more screens, devices, and channels. Meet consumers where they are & explore new ad & subscription monetization models that leverage new influencer, gamer & marketplace environments to diversify revenue streams.

Data and talent often operate in siloes across marketing, sales, and service organizations. Remove these siloes to drive a cohesive 360o customer experience that enables better customer acquisition, loyalty, and satisfaction, and drives higher ROI.