LG Uplus has newly introduced a feature that analyzes advertising performance by incorporating artificial intelligence (AI) technology into its integrated advertising platform, ‘U+AD’.
To enhance this new functionality, LG Uplus has integrated generative AI into ‘U+AD’. The generative AI automatically analyzes advertising performance data, which was previously only assessed through charts and graphs, and presents this information in a report format. Advertisers that engage LG Uplus can obtain a clear overview of their advertising performance through AI analysis and establish efficient advertising strategies based on data.
LG Uplus conducts its advertising business through various channels, including real-time and VOD services via its IPTV service U+tv, as well as mobile banners delivered via platforms and the web. Over 500 brands request advertising services from LG Uplus annually.
Previously, analyzing the performance of advertising campaigns required a comprehensive process involving detailed data, such as ▲customers who viewed the advertisement ▲customers who accessed the web or app after viewing the advertisement ▲demographic data like customer age groups. This process necessitated considerable time and manpower, but with the AI analysis feature, performance evaluations can now be provided within a minute.
For instance, Company A, which conducted advertising through LG Uplus, received an analysis stating, “The ratio of users accessing the web after viewing the advertisement was high among males aged 40-44 and females aged 35-39. Targeting this demographic may yield an efficient advertising strategy,” along with suggestions such as “The access rate among users aged 50 and above is relatively low compared to the number of views. This discrepancy has been identified as being influenced by the perceptions regarding web access within this age group, indicating a need for marketing strategies tailored to this demographic.”
As generative AI is utilized for analysis, LG Uplus can customize the advertising performance reports according to the specific needs of its clients, providing industry-focused insights. For instance, if a client requests an advertising performance comparison against a competitor, LG Uplus can include additional comparative items, and the AI will offer analyses on those related aspects accordingly.
In the future, LG Uplus plans to enhance its advertising platform’s capabilities by integrating its self-developed AI, ‘ixi’. Additionally, it will promote hyper-personalization by delivering customized product advertisements to customers using ixi.
Kim Tae-hoon, the head of LG Uplus’s advertising business unit, stated, “To strengthen our competitiveness in the advertising market, we are the first in the industry to integrate AI into our platform, enabling us to offer differentiated benefits to our clients. Moving forward, LG Uplus will focus on digital transformation (DX) through the application of AI, striving to lead digital innovation in the advertising business as well,” he added.
Moreover, LG Uplus’s integrated advertising platform, ‘U+AD’, provides comprehensive management of advertising products across various media, including TV and mobile, from subscription to operation and result reporting, delivering tailored advertising to clients utilizing its IPTV service, ‘U+tv’, along with those from its subsidiary LG HelloVision’s ‘HelloTV’ and D’LIVE by Delight.
Jang Seung-jin daedusj@autodiary.kr