Advertisers can enter target audience and budget to check estimated reach
Integrated prediction system covering TV, PC, mobile and OTT to launch this year
Tool helps advertisers review budget allocation before committing spend
"If we spend N hundred million won on Netflix ads targeting 18- to 34-year-olds, what estimated reach can we expect?"
HSAD announced Thursday that it has built an AI agent capable of predicting the reach of Netflix advertising campaigns before they run.
The company integrated a Netflix ad reach forecasting API into its proprietary AI agent platform, DASH, enabling reach predictions based on Netflix's first-party data.
HSAD said the tool is expected to help advertisers determine how to allocate budgets to deliver ads effectively to their target audiences.
A key feature of the AI agent is that users can check projected ad performance simply by asking questions in natural language, without navigating complex data queries or separate analysis processes. Advertisers can pose questions such as, "How would the estimated reach differ if we ran ads targeting audience A versus audience B with the same budget?"
The AI agent retrieves data matching the entered conditions and presents an analysis of projected reach and impressions. This allows advertisers to compare multiple campaign scenarios with different target audiences and budgets, and to review ad strategies suited to their campaign objectives.
HSAD is also developing an integrated ad effectiveness prediction system covering TV, PC, mobile and OTT platforms, targeting a launch by year's end. The system is designed to go beyond analyzing each medium separately, offering a comprehensive forecast of combined reach when multiple platforms are used together.
Once complete, advertisers will be able to compare projected reach between running TV ads alone and running TV and OTT ads in tandem. The tool will let them review which combination of media and budget allocation can most effectively reach their target audience within a limited budget.
The development extends HSAD's integrated media planning capabilities into the OTT space, giving advertisers a more precise basis for media buying decisions.
"The more complex the media environment becomes, the more important it is to accurately predict the overall effect created by combining multiple platforms," said Kim Hee-ju, head of HSAD's audience planning division. "We will raise the quality of media strategy through data-driven analysis and forecasting, so advertisers can achieve optimal results within a limited budget."
joze@heraldcorp.com
