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Stepping into the zone of AI-based location targeted ads

Age-old generic advertisements are fast becoming redundant paving way for smarter digital communication. Smartphone use is currently growing at an annual rate of 8 per cent, with an average of more than 1 million new smartphones coming into use every single day. With data as the key ingredient, digital marketers and brands are riding on this wave to target customers based on their locations, which are directly accessed from the location of their device. Imagine being at a mall and receiving a flash advertisement on your mobile offering a substantial discount at the Zara Outlet outside which you are gazing at the winter collection, or free cajun-spiced nuts/sandwich with your favourite holiday season Pumpkin Spiced latte at Starbucks Coffee outlets five steps ahead of you. Chances are, that the ‘40% off’ incentive you are staring at on your screen will help clear your head of any confusion and drive you right through and pick up whatever it is that is being advertised to you as opposed when you see the same ad in a magazine or a billboard.

According to a recent study by GSMA Intelligence, a whopping 102 million new users have been added in just the past 12 months, to the current tribe of 5.20 billion unique mobile phone users globally, thus opening a world of opportunities. If on your next noon trip to Bandra, your smartphone screen shows an advertisement from Hakkasan or Bastian for a discount or complimentary dessert or drink, it increases the likelihood of your picking the advertised place for a meal, especially if you were already planning to dine in the vicinity but just got offered a good deal. Welcome to the world of AI-based advertising which leverages from ‘the right ads to the right people in real time’, a surefire win. Simply switching on location sharing on the smartphone connects brands to consumers like never before. Consumers too, are revelling in the perks this new medium offers as they can practically find everything online at competitive prices in just a few clicks.

A stellar example of AI-based ad promos is one of the most consumed Indian brand of chocolates, Cadbury’s. It is quite likely that you may have already come across their momentous ‘Not Just a Cadbury Ad, but the Most Generous Ad’ on your phone or across social media platforms such as Facebook and Twitter. Their advertisement extends the celebrations to not just the brand, but even hyper-local brands by leveraging Artificial Intelligence.

For the ad, the team inputted details like database of the local retailers mapped with pin codes across the country. Whenever the ads got served, local stores of the given product categories for specific pin codes in cities such as Mumbai, Delhi, Pune, Indore, Ahmedabad and Lucknow were featured in it.

AI-based promotions lead to better ad-targeting and thus to optimal usage of ad budgets optimally. At Infinite Analytics, we are enabling customer profiling followed by customer targeting using the best datasets which are mined by our Human Augmented AI engine. With the massive amount of data available today, there is no room for excuses for marketers for not targeting their messages at the right audience. In our campaigns we keep the audience sentiment and the brand at the core of our message and leveraged AI, which keeps amazing us and our clients with proficient results and that helps us grow from strength to strength.

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wasim basir

marketing, board member

It’s most obvious in the digital media space, from click buys to personalized web experiences. For marketing, the AI journey has just kick-started, while in the tech sector it has been applied for a while now. We are still at an early stage where inroads are being made into AI content via chatbots and even some explanatory content creation but what will make anyone jump up and embrace it is when we will start seeing a lot of mainstream content being created by AI.

rich arnold

board member

Prior to joining Infinite Analytics, Richard served as the CFO of CrowdFlower, COO and CFO of Phoenix Technologies, as a member of the board of directors and chairman of the Audit Committee at Intellisync, and previously as CFO and executive vice president strategy and corporate development at Charles Schwab.

pravin gandhi

board member

Pravin Gandhi has over 50 years of entrepreneurial operational and investing experience in the IT industry in India. He was a founding partner of the first early stage fund India - INFINITY. Subsequently a founding partner in Seedfund I & II. With over 18 years of investing experience, he is extensively well networked in investment and entrepreneurial scene and is an active early stage angel investor in tech & impact space. Pravin holds a BS in Industrial Engineering from Cornell University, and serves on the board of several private corporations in India. He is on the board of SINE, IIT Mumbai Incubator.

Purushotham Botla

co-founder & cto

Puru has his Masters in Engineering and Management from MIT. Prior to MIT, he worked with Fidelity Investments building electronic trading products and high volume market data processing applications. He has completed his BE from VJTI, Mumbai.

deb-roy

Deb Roy

Executive Director, MIT Media Lab

Deb Roy is Professor of Media Arts and Sciences at MIT where he directs the MIT Center for Constructive Communication, and a Visiting Professor at Harvard Law School. He leads research in applied machine learning and human-machine interaction with applications in designing systems for learning and constructive dialogue, and for mapping and analyzing large scale media ecosystems. Deb is also co-founder and Chair of Cortico, a nonprofit social technology company that develops and operates the Local Voices Network to surface underheard voices and bridge divides.

Roy served as Executive Director of the MIT Media Lab from 2019-2021. He was co-founder and CEO of Bluefin Labs, a media analytics company that analyzed the interactions between television and social media at scale. Bluefin was acquired by Twitter in 2013, Twitter’s largest acquisition of the time. From 2013-2017 Roy served as Twitter’s Chief Media Scientist.

Erik Brynjolfsson

Board Member

Erik Brynjolfsson is the Jerry Yang and Akiko Yamazaki Professor and Senior Fellow at the Stanford Institute for Human-Centered AI (HAI), and Director of the Stanford Digital Economy Lab. He also is the Ralph Landau Senior Fellow at the Stanford Institute for Economic Policy Research (SIEPR), Professor by Courtesy at the Stanford Graduate School of Business and Stanford Department of Economics, and a Research Associate at the National Bureau of Economic Research (NBER).

Akash Bhatia

Co-Founder and CEO

Akash co-founded IA while studying for his MBA from MIT. Prior to MIT Sloan, he co-founded Zoonga. Before this, Akash was an engineer with Oracle in Silicon Valley. He has completed his M.S from University of Cincinnati and B.E from the College of Engineering, Pune.