75% of music listening now comes from streaming
The music industry has faced many changes during the past couple of years. Streaming has become one of the most common ways of consuming music, and the different apps to do so are growing. Buying a CD is a thing of the past. So how is it possible, in a world of unlimited streaming opportunities, to create successful campaigns based on people’s taste? How is it even possible to keep track of people’s taste? Advertising needs to adapt.
Advertising must therefore be digitized
Streaming, compared to older ways of listening music, has one big advantage: the data it produces. It is possible to know when, where, and what people listen to. But then, could we use this data to personalize campaigns for each individual? Could we automate this advertising with all the diversity it will bring? And finally, could we measure the impact of such campaigns? OpentWT was asked to leverage Artificial intelligence technology in order to help Sony Music to positively answer those different questions and therefore digitalize its advertising activities.
"It's amazing how much value you can get out when digging into vast amount of data and trying to leverage it."
Daniel Schnellman, Project Manager at Open Web Technology
- Creation of a large-scale data warehouse optimized for AI
- Growth of the data base with several years of streaming data
- Connection of the data base to a pipeline of real time data
- Training of the AI system to detect micro trends and their audience’s details
- Turning and automation of the campaigns via campaigns launch and deep analysis
Micro trends are now easy to isolate
The AI engine scans recent data and detects in an efficient way new promising micro trends which can be leveraged in a sustainable way.
Campaigns can be tailormade for each user
The AI engine opens the door to automatically create campaigns (on music platforms and social media channels) on a personalized level and to react effectively on the detected micro trends.
The impact is measurable for each campaign
The impact of a campaign can be measured with the introduction of KPIs thanks to the analysis and combination of different data sets.
Impact by leveraging AI
advertising on the basis of detected microtrends
knowledge about the target audience
performance of future marketing campaigns