Dexter Krema recently talked about the direction of next-generation advertising media tech using AI-driven advertising and marketing. As we enter the “era of hyper-personalization” targeting individual circumstances and needs, the advertising and marketing industries are also expected to continue their growth.
Dexter Krema, a comprehensive advertising agency and a subsidiary of content specialist company Dexter Studios [206560], announced on April 22 that it hosted an advertising industry technology session at the “2024 Media Tech Open Lab.” At the event, which got underway at COEX on April 19, Dexter Krema gave a presentation on its “hyper-personalized one-stop AI marketing solution.”
This event was hosted by the Ministry of Science and ICT and supervised by the Institute for Information & Communication Technology Planning & Evaluation to introduce technologies with notable media R&D utility and point the industry in the direction of future government support. Moreover, the event collected feedback from industry officials to help strengthen public-private sector cooperation going forward.
Dexter Krema CEO Dong Jin Son stepped up as the first speaker, highlighting the importance of securing data as well as AI technology, and introduced the company’s one-stop solution technology tailored to both advertising and marketing. He explained that as Google is about to discontinue its use of cookies (user Internet information web third-party data) in the second half of this year, the industry has to establish a strategy to combat this transition to a “cookieless” environment.
Son said, “As we enter the era of hyper-personalization, collecting, analyzing, producing, and exposing customer data must go through a highly systematic process. Personalized marketing must provide appropriate advertising at the appropriate time based on the collected data.” He added, “We can use search keywords and metadata as unbiased data of customers and objective indicators that accurately reflect their interests. Also, information must be analyzed to derive insights and delivered in the form of detailed, customized content.”
Dexter Krema has been conducting its R&D to harness the powers of generative AI to innovate the time and cost involved in the existing pipeline for advertisements and marketing. To that end, it chose Big Tech’s Large Language Model (LLM) in developing an AI bot, which Dexter Krema wants to use as part of its customization strategy that makes use of the company’s prompt engineering capacity. The AI bot specifically identifies and classifies the intent of search terms, divides the consumer purchase journey into distinct stages, and creates a large number of detailed customer “personas.” Then, it targets these personas and exposes them to content that can be used in various media channels such as portal banners, SNS advertisements, and video platforms, thereby inducing purchases and increasing the application of personalized marketing. In particular, Dexter Krema expects significant demand in the AI advertising market as it has a structure in which a series of processes are converted into big data through a loop of system feedback.
Son said, “AI technology is becoming more important in all industries worldwide, and there have been keen discussions about its application in the Korean advertising marketing market as well. Our company will continue to develop the technological services aimed at strengthening its competitiveness on the market, and progress in a direction suited to the future market’s environment.”
According to the “2024 Digital Media and Marketing Forecast Report” published by digital marketing company Nasmedia, the global generative AI-driven advertising market will skyrocket 1,130 times its current size from USD 57 million (approximately KRW 78.3 billion) in 2022 to USD 64.358 billion (approximately KRW 88.4472 trillion) in 2027.
