From Madrid, Luis Barrague and Agustin Echavarria Coll They told us about their new project: Smoot; an initiative that, based on the power of generative artificial intelligence, will help significantly improve the programmatic buying of media from agencies and advertisers.
Leveraged on more than 20 years of experience in marketing and on the great potential that generative artificial intelligence can bring to the digital industry, Agustín Echavarría Coll and Luis Barrague present their new project: Smoot.
It is a bet that seeks to revolutionize the programmatic purchase of media using generative artificial intelligence to achieve a very effective interpretation of content in text, videos and images and thus be able to identify the emotional context of the consumer.
“We had been closely following everything that is happening with AI, and after talks, market research, and creative ideas, we decided that it was a great time to undertake and to start leading this disruption that is going to come and that I think will be good for the industry and it will generate a much more conscious, more responsible marketing”, says Agustín Echavarría Collfounder and co-CEO of Smoot.
Luis Barrague, also founder and co-CEO of Smoot, adds that today the way people relate to each other, how they think, their priorities have changed a lot, and with a conscious use of the new AI tools, a lot can be contributed. value to what brands and agencies do today.
“What we are looking for through Smoot is to change the way in which brands and agencies relate to programmatic buying, adding a lot of value in segmentation… artificial intelligence allows a much more exhaustive analysis of the context where the ads are displayed , it can be done much faster and in a more massive way without the need to use cookies, for example”, he highlighted.
emotional context
With the help of generative artificial intelligence, Smoot interprets the emotional context of the content consumers are browsing in real time, enabling much more accurate and relevant segmentation for each brand. In addition to the emotional context, Smoot allows us to assess other variables as relevant as brand safety, brand values and the affinity of the content with respect to the campaign brief.
“Unlike contextual advertising, which is based on keywords, the analysis through artificial intelligence can detect the sentiment and instead of it being a static targeting through different categories, we seek to match the values of the brand , the emotional context that you would like them to have at the moment they see your ad and message, and show them at the most favorable moment to generate greater engagement and consequently obviously increase the metrics”, Luis explains about the benefits of Smoot.
Luis clarifies that from Smoot they developed a technological platform that “does not change the way in which brands buy”, but through any DSP they obtain, they help them to significantly improve the programmatic purchase of media.
In the same way, Agustín reiterates that all this can be seen “in real time, being able to detect a lot of variables within the content, and what is the emotional context of that content.” “What is also interesting is that if an advertiser does not give us any campaign brief, we can already create it with artificial intelligence based on the creativity they are presenting, the landing page, the URL, or everything we know about that brand or product”Explain.
Among the main benefits offered by this new technological solution from Smoot are:
- Potential reduction of “waste impressions” by more than 30%.
- Significant increase in viewability rate and consumer engagement.
- Obtain greater consumer attention thanks to non-invasive, high-impact formats.
- Connect with the consumer at the most appropriate emotional moment in accordance with the values of the brand.
- Guarantee the privacy of users in a cookieless environment.
For now Smoot is present only in Spain, and in Latin America it will have operations in Mexico and Brazil. Upon release, it is estimated that lhe programmatic media industry will undergo a very significant transformation by combining generative artificial intelligence and emotions for more effective segmentation and much more precise brand targeting, also guaranteeing a privacy-focused environment by prioritizing the protection of user data .
