AI Advertising Advantages: How AI Is Revolutionizing Media Sales

There seems to be no end to what AI is capable of … or at least will be very soon. 

That’s good news for those who adopt and maximize the tool sooner rather than later … and great news for those in media sales in particular, with more than half (57%) of ad buyers using or planning to use AI-powered products, according to a recent EMARKETER survey.

“AI-powered performance advertising products, such as Meta’s Advantage+ Shopping Campaigns and Google’s Performance Max, have helped large advertising platforms weather the lost ad revenues from privacy-related signal loss,” EMARKETER says, adding that two-thirds of buyers are or will be using AI for ad personalization.

(Source: EMARKETER)

Rounding out the top 5 of planned uses are audience insights generation (56%), creative ideation (53%), and performance data analysis (51%). Those using Mirabel Technologies’ Media Mate suite of AI tools and functions with publishing software like Magazine Manager have already found AI automation capabilities that help with lead generation and content marketing, ensuring all sales efforts are connected to the best analytics.

But while those AI plans are all sound as they come from those using the tools, a recent Invoca survey found that “ownership of AI adoption has clearly shifted to the executive level.”

“In 2023, only 18% said executives were responsible for AI,” says Invoca’s State of AI in B2C Digital Marketing Report. “That number has doubled to 37% this year.” 

Following CMOs and executives, marketing operations accounted for 26% ownership of AI initiatives, followed by departmental managers (16%) and departmental directors (14%). 

“Marketers’ optimism about AI continues to grow, with 80% reporting that their use of AI tools exceeded return on investment expectations,” the Invoca press release says. “In 2024, 93% of marketers had positive experiences with the tools they implemented, and 95% plan to increase AI investment in the coming year.”