CANNES — In an era where media is becoming increasingly fragmented and outcomes-focused, LoopMe is leveraging artificial intelligence to bring the power of brand advertising to new platforms.
The company uses technology and surveys to uncover ad effectiveness.
In this video interview with Jonathan Steuer for Beet.TV, Rob Cukierman, LoopMe’s GM of Measurement & Product Partnerships, offers insight into how the company is streamlining and refining the advertising process with their innovative approach.
A Vision Around Simplifying Brand Advertising
Cukierman explains that LoopMe aims to bring “the same type of rigor” typically associated with performance-based advertising to brand advertising. The goal is to use AI and technology to understand consumers’ mindsets and refine targeting strategies.
Cukierman believes that the industry is rightly shifting towards an outcomes-based approach. But he suggests a broader interpretation of what ‘outcomes’ might mean, starting at the top of the funnel with brand outcomes.
“We’ve built a proprietary approach that allows us to use survey technology and a patented AI system where we can optimize that incoming brand sentiment in real-time,” shares Cukierman.
Making Brand Building Effective Across New Video Landscape
LoopMe’s platform, according to Cukierman, is an ‘outcomes platform,’ an end-to-end solution that covers everything from demand to supply, extending out with audiences and measurement.
“Our platform is measuring on premium CTV, like Warner Bros. Discovery, across audio, traditional digital,” he says, highlighting the platform’s broad reach.
LoopMe previously unveiled a product upgrade aimed at using real, observed data points about consumer outcomes that flow from ad exposure to course-correct connected TV ad campaigns mid-flight.
LoopMe’s PurchaseLoop aims to go beyond “proxy” ad metrics like views and click-throughs by using a massive audience data pool and AI algorithms to identify real uplift outcomes like awareness, consideration, favorability, intent, foot traffic and offline sales.
For example, the company previously helped Mountain Dew drive a 4.5% sales lift by targeting audiences more likely to purchase the drink and by using in-flight campaign optimization, helping increase dollar-per-household sales lift by 40%.
LoopMe’s approach to surveying is dynamic and interactive, with surveys primarily displayed within a mobile experience. The goal is to get “real-time non-incentivized consumer responses,” keeping the process simple and effective.
To achieve this, LoopMe uses a persistent and concurrent control group, a sophisticated approach called ‘RISA’ (residual index selection algorithm).
AI as a Core Component of LoopMe’s Outcome Process
Cukierman says that LoopMe’s AI approach is unique because it doesn’t rely on one AI model or approach to optimization. Instead, it uses something called the ‘model economy,’ which works from a base of over 1,500 different models.
“The AI decides which model is most effective at any given time while simultaneously testing itself throughout the life of the campaign,” he says.
This approach leads to returns that can be up to five times higher than industry benchmarks, according to Cukierman.
You’re watching coverage of the Global Leadership Summit on Data & Measurement at Cannes Lions 2023, presented by Comscore, LiveRamp & LoopMe. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.