Wavemaker launches AI platform ‘Maximize’ to boost audience reach
Category: #technology  By Pranali Mehta  Date: 2021-02-11
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Wavemaker launches AI platform ‘Maximize’ to boost audience reach

The platform has already started delivering results, producing media plans that are 30% more effective for clients

Artificial Intelligence (AI) is steadily gaining grip in almost all business sectors. From manufacturing to healthcare, AI is helping businesses improve their overall operations as well as enhance customer reach. Recently, UK-based media agency, Wavemaker joined the AI bandwagon with the launch of its new media planning platform, Maximize.

According to sources, the firm’s new AI-powered platform is designed to allow planners strategies their media schemes that can help them reach multiple audiences and optimize investments in just a matter of minutes. Driven by AI and machine learning, Maximize utilizes data from global and local sources including client 1st party data, Wavemaker’s Momentum data, and GroupM’s LivePanel.

Citing details about the platform, Toby Jenner, Global CEO of Wavemaker, explained that Maximize is pre-loaded with strong data sources and AI. The platform can help address challenges faced by media planners, produce plans at an exceptional rate, and create market-beating plans for their clients.

Sources claim that Maximize has already started delivering results, producing media plans that are 30% more effective.

Stephan Pretorius, Global CTO at WPP, mentioned that Wavemaker’s new AI planning platform, Maximize could revolutionize the way their teams work. The platform will empower their planners to produce more effective and efficient media plans.

As per Stephan Bruneau, Global Head of Product, Wavemaker, creating media plans is a bit challenging given to large number of audience segments that are required to be included in a campaign. Some media plans can overlap significantly, with customers belonging to multiple audience segments likely to be over exposed to advertisements and creating unnecessary wastage of money for clients.

Maximize uses technology and techniques that are rarely used in the marketing industry and are an effective way to solve issues related to audience fragmentation.

Source Credit: https://www.businessinsider.in/advertising/ad-agencies/article/wavemaker-launches-a-new-platform-that-will-allow-planners-to-reach-multiple-audiences-and-optimise-media-investments/articleshow/80769202.cms

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Pranali Mehta

Pranali Mehta    

Pranali Mehta boasts of over three years of experience as a content writer. Having completed her graduation in chemical engineering, she worked as safety & environment associate in a chemical company for a year. Harnessing her passion for writing however, Pranali deci...

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