Background information
In the aftermath of the first lockdown in 2020, when advertisers carefully looked forward to deconfinement and were eager to get back to business, FranceTV Publicité sought to support its partners with an innovative solution. This week’s egtabite takes a look at this solution named Akouo, a brand-new marketing service based on artificial intelligence.
Akouo, which means “listen” in Greek, aims to help major advertisers connect with their target audience as effectively as possible, further enhance customer relations and provide recommendations for context-based audience planning.
Combining data sources
Akouo is underpinned by an exclusive and proprietary AI platform, making it a powerful resource for advertisers challenged by audience transformation problems or membership dynamics. The platform combines different types of audience knowledge data with FranceTV Publicité’s diversified advertising services.
The data sources are referenced and anonymised:
- conversational data, derived from public internet data,
- brand data, collected by YouGov,
- behavioural data, from Kantar,
- program data, drawn from Harris Interactive’s Quali TV survey.
Using artificial intelligence, Akouo links these four complementary data sources via semantic fields. By facilitating connections between the different sources, the platform establishes correlations in just a few seconds, offering an ever greater understanding of audiences’ constantly changing affinities, expectations and interests – thus providing a holistic vision of the target group.
FranceTV Publicité is, therefore, able to provide its advertisers and their advisers with recommendations and actionable insights for intelligent, context-based audience planning at the heart of its TV and digital program offering.
A dedicated team of experts in the Marketing and Research Department at FranceTV Publicité has been working with this new service. Their role is to address each brand’s needs and understand different sectors’ challenges based on data analysed using artificial intelligence.
Since its launch, Akouo has expanded its services with Akouo Trends (a sector-analysis on trends and audiences) and Akouo Diagnostic (a positioning and ranking of brands, based on audience analysis).
“Profound changes are taking place in our societies, and our role as an advertising network is to reflect, magnify and facilitate them. The nature of the unprecedented crisis we face only increases the importance of this role and calls for us to grasp and embrace these changes to offer our clients tailor-made services and help them get back to business. Akouo, which relies on artificial intelligence, is our ground-breaking new approach to marketing and is a great example of AI benefitting communication,” said Marianne Siproudhis, CEO of FranceTV Publicité, at the launch of the service.