Case Study-Intel partnered with dentsu to leverage Instreamatic’s personalised AI-powered audio advertising capabilities and promote its Evo edition laptops. Was Intel able to drive better audience engagement as compared to traditional and generic AI-generated audio ads?
Traditional audio advertising is time-consuming and lacks personalisation. As a consequence, brands need help to cut through the noise across various platforms that hinders meaningful engagement with target audiences. To solve this challenge, personalised AI-powered audio creatives are rapidly changing the dynamics of the industry.
The Challenge
Intel wanted to integrate an effective audio campaign to promote its Evo edition laptops, catering to the target audiences’ needs and preferences. However, recording thousands of ad versions personalised and contextualised to each listener was expensive and a 4-6 weeks process. Additionally, these delayed interactions with consumers have an added risk of losing them in a competitive world.
Amy Siegel, VP, Innovation at dentsu, said, “Consumers want brands to speak to them as individuals. It’s a big deal when a brand can go the extra mile and stand apart by providing more unique and memorable interactions.”
The Solution
To overcome the challenges involved in audio ad campaign creation, Intel utilised Instreamatic’s GenAI-powered personalised ad creation capabilities in its dentsu-led audio ad campaign. Instreamatic’s platform was able to prepare an ad in three minutes, which traditionally required 4-6 weeks of production time. Besides that, this robust platform helped the brand in the creation of personalised and contextual AI ads in a few hours that would rather have taken months.
Carolyn Henry, Intel Vice President America’s Regional Marketing, said, “AI-generated ads work—and personalised AI-generated ads work even better. With dentsu, we quickly launched an audio ad campaign with unique personalisation that captured more attention—and favourable attention—from our target audience. The time and cost efficiencies producing this campaign were also key since we can create, deploy, and iterate personalised AI-generated ads without recording multiple ad versions.”
The Process
Instreamatic, an advanced voice and audio marketing platform, performed research on how consumers interacted with both generic and personalised AI-generated audio ads compared to a control group exposed to neither. This study was conducted by Veritonic, an audio and analytics platform, on Intel’s dentsu-led campaign.
The study surveyed the following three types of audiences:
- Target customers exposed to listener-personalised AI-generated audio ads,
- One exposed to generic AI-generated audio ads
- A control group not exposed to ads
As part of the research, ads were inserted into streaming radio and podcast listening environments. The same segment of audiences who were hearing those ads were recontacted post 48 hours of running the campaign to measure key brand metrics.
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The Impact
The results of the study revealed that personalised and context-driven GenAI-powered audio ads decisively outperformed the generic creatives, enhancing Intel’s brand favourability.
Stas Tushinskiy, CEO, Instreamatic, said, “The Veritonic study confirms that audiences are much more receptive to engagement efforts—including those built intelligently and respectfully with AI—that value them as individuals and speak to their specific lives and needs. We’re proud of our work with Intel and dentsu and look forward to enabling more brands to usher in this new era of more personal and effective audio advertising.”
Enlisted below were a few quantitative conclusions from the survey:
- From the surveyed group, 60% of those exposed to the personalised AI campaign reported being more likely to consider purchasing from a brand offering personalised ads.
- Moreover, 62% of those exposed to personalised ads reported they were likelier to think favourably of a brand that personalises its message.
- Around 73% of those hearing personalised AI-generated ads reported being more likely to pay attention to ads personalised just for them.
The Benefits of Integrating Personalised Audio Ads:
- Personalised AI-generated creative across all platforms drove significant brand favorability lifts as high as 22%
- Listening to personalised ads increased brand awareness by 6-12%
- Customised ads boosted purchase intent by 15-18%
Emphasising the importance of personalised audio ads, Scott Simonelli, CEO and Founder of Veritonic, said, “We are proud to provide Instreamatic, dentsu, and Intel with insightful and actionable data that underscored the power of personalised audio ads. Brands today are continuously challenged to cut through the noise across a wealth of platforms. By creating personalised, relevant ads, their message will not only reach but resonate with their target audiences, contributing to an increase in meaningful brand awareness and engagement.”
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