How AI and Native Video Are Revolutionizing Digital Marketing

Today, brands and agencies face a constant challenge: standing out in an environment saturated with content. Over the past decade, where every click counts and every second of attention is crucial, many brands have opted to dive into social media, where reach is massive and video has paved the way. However, we are reaching a turning point: the growth of new users on social media is slowing, and the omnipresence of video on platforms like Facebook and Instagram is beginning to lose appeal. In this context, advertisers need to reconsider where to direct their efforts. Both brands and agencies must find new ways to give their ads an authentic distinction to stand out in the sea of social media videos, capture user attention, and achieve tangible results.

For years, social media has been the epicenter of digital advertising, attracting the bulk of budgets and marketing teams’ attention. Consequently, social media ad creation is almost instinctive, while native video remains uncharted territory, associated with complex and difficult-to-produce formats. However, the reality is that, with the power of AI, this fear of the unknown can be quickly overcome. AI is revolutionizing how brands can create content efficiently, allowing them to explore previously underutilized formats, such as native video.

In June, Toys “R” Us became the first brand to launch a 60-second AI-generated video ad, providing solid proof of the potential of generative AI to create captivating and unique video stories. If a brand with such a legacy is exploring new forms of creativity through AI, it is only a matter of time before others follow suit. The barriers that once prevented companies from experimenting with native video are disappearing. Why not leverage this competitive advantage?

However, AI is not just a tool for creating ads quickly and efficiently. It also offers segmentation and analysis. In recent years, advancements in semantic analysis have brought greater precision to contextual advertising, significantly increasing its impact and resonance, especially when used with native ads. Semantic AI models allow for precise contextual matching, ensuring that ads appear in the most relevant environments for their audience without relying on third-party cookies. This type of native advertising, which integrates naturally into digital environments, has the potential to generate more meaningful and higher-quality interactions.

Social media has become a safe haven for brands, and any deviation from that path can seem risky. However, it is precisely in times of change that the greatest opportunities arise. AI is here to stay, and brands that dare to explore its potential for native video will lead the next wave of advertising innovation. In an environment where digital noise is growing only louder, those who manage to stand out with creative and highly relevant content will not only capture public attention but also generate tangible results. By joining this creative revolution, brands will discover that, far from being a complicated format, AI-powered native video can be their next big success in digital advertising.