AIAIaaaai, we're all doomed by this tech, right? No one needs to create a banner anymore, just prompt it. Hello Gemini! ByeBye Getty! Or maybe not?
AI has already been used in digital marketing for at least 15 years, but now that it has revealed itself visually through AI-generated images and videos, everything has changed. Let's see how this can play out in Rich Media ads.
Many banners are standardized in terms of layout and animation, but fortunately, there is still quite a bit of customization in Rich Media. In the Netherlands, people take it seriously and set high standards when it comes to quality. Well-known specialized agencies take their work seriously and use the latest AI tools to deliver quality and creativity.
To demonstrate how AI can play a role in the Rich Media production process, let's look at the DHL Sint campaign, which DeFranseKamer (DFK) created on behalf of DDB.
Based on detailed images of the horse and the background, production began working on executing the idea in a short time. To make the creative concept come to life, AI-generated animation was used. By making the horse, snow, and backgrounds move, a very original creative was produced that truly stands out and, above all, looks realistic. This is where the power lies: using AI as a supercharger for your banner content.
This is what we will see more of in the near future. Agencies are embracing AI, creating space and time for new ideas and concepts that hadn't been thought of before. AI facilitates, and the agencies that embrace it have the future. Do you also have fun examples of AI-generated content for ads that you'd like to share? Let us know.
Check out the making-of here:
‘By integrating AI into our existing workflow, we can deliver better creatives.’
Thomas Termaat van DFK
