In the digital age, media planning is an even more crucial piece of marketing strategies. As technology advances, synthetic media emerges as a revolutionary tool in content creation, distribution, and optimization. 

From generating personalized ads to predicting consumer behavior, synthetic media democratizes content creation and redefines how media is planned and executed. 

Do you want to know what synthetic media is and how this technology effectively impacts media planning for advertisers and brands?

 

What are Synthetic Media? 

Synthetic media refers to different types of content—such as text, images, videos, or voices—created partially or entirely using artificial intelligence (AI), a technology that employs advanced algorithms to generate various content from a set of previously input data, eliminating the need for traditional physical and manual processes. 

An example could be a series of videos produced directly from a web browser, simply by inputting text and selecting an avatar. 

This completely digital approach is changing the game in content creation, making it faster, more accessible, and scalable.

 

Benefits of Synthetic Media in Media Planning 

 

The use of synthetic media, or AI-generated media as we have seen, offers multiple benefits in the media planning process, helping brands optimize their strategies and maximize the impact of their campaigns. Among the numerous benefits of using this technology to generate digital content, we can find:

 

Massive Personalization 

Thanks to AI, it is now possible to create content tailored to different specific audiences in real-time, including personalized ads that consider factors such as location, language, and user interests, among others, thereby increasing the relevance and effectiveness of campaigns. 

 

Cost and Time Reduction 

Synthetic content generation eliminates the need for previously costly processes both in terms of time and money, such as hiring production studios or actors, among others. 

With AI, campaigns can be conceptualized, created, and launched in significantly shorter timeframes, allowing teams to react quickly to market trends, optimizing resources, production costs, and campaign timelines, inevitably leading to increased profitability. 

 

Data-Driven Optimization 

Another major benefit of synthetic media-based media planning is that it allows advertisers to perform faster and continuous testing and optimizations, improving launch timelines as mentioned earlier, and allowing teams to pivot strategies at record speed, if necessary. 

For example, multiple versions of an ad can be generated and tested in real-time to determine which performs best, something that was previously slow and costly. 

 

Simplified Multichannel Integration 

Synthetic media facilitates the creation of content that can be used across multiple platforms, from social media to display campaigns, either through responsive content capable of adapting to multiple platforms, or through the ease with which different versions of the same piece can be generated, ensuring that the message is coherent and efficient across all channels, and helping to maximize its reach and impact. 

Access to New Forms of Content 

AI is also constantly innovating, allowing for the continuous creation of novel experiences, such as interactive avatars or personalized videos, which uniquely capture consumer attention. This not only enhances the interaction of media campaigns but also positions brands as leaders in innovation and technology. 

If you also want to see how AI specifically influences outdoor advertising, click here.

 

Success Stories of Synthetic Media in Media Planning 

 

Campaigns in the Fashion Sector 

In the fashion industry, artificial intelligence (AI) is a key tool for improving the personalization and effectiveness of advertising campaigns. 

Various globally recognized clothing brands have used AI-generated videos to target specific audiences in different regions of the world, so that with a single click, ads could be customized in terms of language, culture, and design depending on the location where they were being viewed, leading to an increase in conversion rates by up to 35%. 

In addition, major brands such as Zara, H&M, Nike, Levi's, ASOS, and Burberry are using AI to identify trends, improve customer service, optimize search functions, and personalize purchasing behavior. 

 

Streaming Platforms 

Large companies like Spotify have also incorporated synthetic media to create dynamic ads that adapt to their users' preferences. An example is their well-known Wrapped. 

Spotify's annual summary uses personalized data from each user and advanced algorithms to generate interactive, unique, and engaging content, combining raw data with algorithmically generated creativity, demonstrating how synthetic media can go beyond functional to emotionally connect with users by transforming seemingly cold data into exciting and shareable visual experiences, thereby increasing not only interaction but also subscriptions to premium services. 

AI enabled, in this case, testing multiple versions of the videos and continuously optimizing them based on metrics such as click-through rates and viewing times, reducing production costs and enabling rapid responses to current trends. 

As a result, this campaign generated 50% more engagement than previous campaigns that did not use AI.

 

Challenges of Synthetic Media in Media Planning

 
Despite the numerous benefits offered by synthetic media, they also present significant challenges that must be considered when developing media planning strategies. Among the main challenges are: 

 

Ethics and Authenticity 

The ability of artificial intelligence to replicate voices, images, and other elements raises ethical concerns, especially regarding the misuse of this technology. 

Cases of deepfakes are a clear example of how synthetic media can be used to manipulate or deceive, undermining trust in digital content.

If you want to learn more about ethics and authenticity, don't miss our blog: Can you detect whether an article has been written using AI?

 

Consumer Education

It is essential to educate audiences to distinguish between real content and content generated by AI. 
This not only helps prevent the spread of misinformation but also promotes a more critical and conscious consumption of media. Gradual exposure and transparency in content creation will be key to educating users. 

 

Regulations 

The rapid evolution of synthetic media requires the development of clear and effective regulatory frameworks. These regulations must protect consumer rights, prevent misuse of technology, and ensure ethical practices in its implementation. Establishing solid legal and ethical standards will be crucial for the widespread acceptance of these tools.

Conclusion 

Synthetic media is marking a before and after in media planning, offering new possibilities for content creation and distribution. With its ability to personalize, optimize, and democratize media production, this technology is an essential tool for any modern marketing strategy.

Brands and advertisers that integrate synthetic media into their strategies will not only be at the forefront of innovation but will also be able to connect with their audiences in more meaningful and effective ways. 
However, to fully harness its potential, it is essential to address the ethical and regulatory challenges associated with its use.

 

Do you want to learn more about implementing synthetic media strategies in media planning for your clients? 
Contact us and discover how this technology can help you maximize your impact and profitability!