use to get credit for embedded media, while advertisers
get proof their campaign is being heard — and acted on.
AI-generated reports include automated air-checks
of each mention and spot, impression delivery summa-ries, and detailed audience analysis. When on-air talent
off-handedly mentions an advertiser, AI knows it and
reports it. And if a client wants to know about a competitor’s campaign, that’s not a problem.
Maria Zivkovic, marketing campaign manager at
Marketing Architects, says AI’s benefits are plentiful
and that clients appreciate advertising with performance
that’s both monitored and refined without agency or
buyer bias. She adds that AI offers advertising that’s
truly optimized for maximum bottom-line impact,
advertising that lands in top markets — 80 percent of
impressions clear in the top 50 markets — and rates far
more efficient than the competition.
One of Marketing Architects’ clients, Readers.com,
a company that sells reading glasses online, tapped An-
nika to evaluate, process, and improve hyper-targeted
media buys specifically for their customer profiles,
She does add that AI’s impact is limited unless it
is “directly integrated, working with the best creative
to support the product, and built to continually act in
the best interest of client. Consumer preferences for
response have changed a lot during the past few years,
so testing unique calls-to-action and tracking has never
been more important. It’s challenging to optimize, but
also incredibly exciting to be a radio agency today.”
Radio is now tapping its feet
to the tune of technology –
specifically artificial intelligence.
The result? Well, it’s music to
the ears of performance-based
marketers.
BY DOUG McPHERSON
Annika, Marketing Architect’s AI guru, takes
radio media buying to new level.
