Global professional services company Accenture has had M6 Publicité and M6 Web, subsidiaries of French firm Group M6, sign on to use Accenture’s new Advanced Video Analytics service, which uses artificial intelligence to predict customer ad preferences and better serve targeted ads. M6 Group is the second-largest private TV Group in France, covering the channels M6, W9, 6ter, 6play and a free digital TV platform.
The Accenture platform — which uses AI to process historical user data, to predict users’ interests, behaviors and purchasing actions — will be used by both M6 Publicité and M6 Web to help identify users interested in purchasing goods, based on what they’ve already purchased.
“The advertising industry is confounded by an avalanche of intractable and unreliable data about consumers,” said Francesco Venturini, global managing director for Accenture’s communications and media business. “Accenture’s new machine learning technology, a type of artificial intelligence algorithm, helps solve these problems by making predictions about huge amounts of data compiled from disaggregated sources. This new relationship with M6 Publicité, a leader in this new advertising era, is another example of how digital transformation, and associated technologies, continue to change the face of advertising.”
The Accenture-M6 Publicité initiative comes after an Accenture Future of Advertising Report, which shows that 41% of ad budgets within major corporations go to digital and mobile advertising, and that over the next two years, digital advertising is expected to grow to more than half of advertising budgets.
Guillaume Charles, deputy general director for M6 Publicité and lead for the company’s advertising Smart 6tem data project, added: “Accenture’s artificial intelligence technology, and overall expertise in data analytics and digital transformation, have already generated incremental revenues and increased advertisers satisfaction, because we are able to predict more rapidly and easily which users are most likely to be interested in our ads. The new world of advertising is all about better, more reliable, and more effective personalization of marketing messages.”