In this week's egtabite, we explore BrandAid – a new tool developed by Ad Alliance and DATA Alliance in Germany. The AI-based tool is built for automated, cross-genre advertising impact analysis, capable of advising the customer and ensuring higher campaign quality.

“We sell impact, not only contacts” is Ad Alliance’s promise, underscoring the need for the data-based, automated, cross-genre and transparent approach taken by DATA Alliance when building the software. As Ad Alliance, Data Alliance is part of Mediengruppe RTL Deutschland and focuses on the development of a range of data-driven solutions based on analytics, machine learning and artificial intelligence that will give both the clients and the media group a competitive advantage. BrandAid is precisely such a tool, expanding the client's options to analyse its campaigns' impact.

"Proof of advertising effectiveness is decisive and makes the difference - especially compared to the (international) competition. And we make this comparison self-confidently. In many ways, BrandAid is a tool that makes us really proud. On the one hand, it is proof that we don't just talk about AI. We have and use it. On the other, BrandAid combines everything that the market demands: transparency, cross-media, topicality, cost efficiency and focus on target groups.The market has lacked an automated, up-to-date and cross-genre impact analysis - until now," says Karin Immenroth, Chief Data & Analytics Officer of DATA Alliance.

Three-module structure

BrandAid's database – on which its capabilities are built – consists of campaign results over the past four years for over 1,300 brands in Germany, covering almost 40 industries.   

The tool is structured in three modules. The first one, Brand-KPI-tracking, provides specific target groups within the marketing funnel. The six established KPIs include ad awareness, brand awareness and purchase consideration among others. The second module, Impact analysis, is based on machine learning and AI. It shows how intensively individual brand KPIs are influenced by advertising. In other words, the client can analyse exactly which medium within a campaign has delivered which impact contribution and thus which investment has paid off in the best possible way. The third module, Forecasting, is forward-looking and assesses how a campaign can be optimised. The client can run simulations and quantify the possible success of a campaign. The three modules equip the advertisers with cross-media analyses and insights to achieve the desired impact relying on data and automated processes.    

New quality aspect

Matthias Dang, CEO of Ad Alliance, says a deep understanding and analysis of user data and brands is essential to design and promote content and advertising sales campaigns actively: “The interplay of content, data and technology is just as future-oriented for modern and successful advertising sales. With the DATA Alliance we have a strong brand in the group, which also helps us a lot in advertising sales. We also listen carefully to what motivates customers and what they need to develop appropriate solutions. Accordingly, last year we introduced the 'Signature Code' solution, which analyses the connection between advertising creation and advertising impact. This year we will be launching another AI-based tool for advertising impact analysis, BrandAid, which brings great added-value. BrandAid becomes part of the Ad Alliance offering and brings a new quality aspect into customer discussions in the first step. BrandAid has the potential to become a marketing sparring partner."

The BrandAid tool will be made available in May 2021.