Ambient brings Artificial Intelligence to Cinema Buying
By M4G Bureau - August 30, 2019
Ambit Analyser tool has been revamped & upgraded with the data for over 10,000 screens across metros, mini metros and tier 2 cities
Ambient, Dentsu Aegis Network’s leading multi-touch communications specialist, upgrades its Ambit Analyser, the dashboard for captive audience planning with an extensive revamp, making it AI driven. The Neural Network based AI planning tool has been linked to real time data through API integrations to provide a more proactive stance in foreseeing the direction of the campaign, improve efficiency and ensure accurate planning without breaking a sweat. It has also incorporated the data for over 10,000 screens across metros, mini metros and tier 2 cities. Ambit Analyser aims to empower agencies and clients to take the right steps to maximize campaign performance.
As part of the development process, Ambit Analyser uses multiple data parameters like property grading, trade density, seating capacity etc. across PAN India cinema screens. With this upgrade, cinema planning gets completely automated, reducing human intervention merely to 10%. From the brief to planning to the final implementation, everything is enabled on a single integrated dashboard.
Commenting on the launch, Haresh Nayak, Group MD, Posterscope - South Asia, said, “At Ambient Media, we are committed to create accountable and engaging communication. From a Cinema perspective, AI will provide consumer behavior patterns with more precision. Through its advanced algorithms, Ambit Analyser will help create even more focused campaigns as we can identify their target consumer groups, forecast movies, plan optimized screens and more.”
The tool enables media planning that offers a deeper, faster and more refined understanding of cinema ecosystem which in turn helps clients take a calculative decision.
Deepak Kumar, EVP - Ambient, says, “To stay relevant in today’s dynamic environment, one needs to focus on advancements that show effectiveness and we are so proud to say Ambit Analyser does this for us. At Ambient we are constantly looking for opportunities to add value to the media industry holistically, hence we will soon be launching an AI based forecast module that will predict the success of a film based on historical and real-time parameters."
“The speed at which technology is advancing has led to an imminent “fourth industrial revolution” and now our industry is at the center of a seismic change in the ways advertising planning is done. Being pioneers in the industry, we have established the data culture in previously data dark industry. We can finally begin to say goodbye to long hours of manual cinema planning. Ambit Analyser is one such offering, whereby with integration of sophisticated ensemble of machine learning algorithms, the tool will be able to create gold standards in cinema planning and buying. The tool with its historical and real-time data API integration ensures thorough understanding of the consumers, the cinema landscape and thereby ensuring consumer data-driven cinema planning and buying at scale with quicker turnaround times, delivering optimization and thereby better advertising ROIs.” said Shahnab Ahmed, Associate Director - Data Science, Posterscope group.
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