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LegalZoom has been advertising on the radio for almost two decades, but the growth of music streaming services, podcasts and other digital audio channels has changed the game for the legal solutions platform. Tracking all of its audio spots and native mentions in a timely fashion became problematic, and the delay in analyzing data meant LegalZoom was not able to assess its advertising strategy in real time. To stay on top of tracking, the company turned to artificial intelligence (AI) platform Veritone One. John Suh, CEO at LegalZoom, and Ryan Steelberg, president at Veritone One, spoke with eMarketer’s Maria Minsker about how AI enabled LegalZoom to optimize its advertising efforts across digital audio channels.
eMarketer: What challenges were you dealing with before enlisting Veritone One?
John Suh: We spend a significant portion of our advertising budget on traditional and digital radio, which can be difficult and time-consuming to track and analyze. Before teaming up with Veritone, our marketing team had a delayed process for verifying when spots actually aired, but Veritone enabled us to gain real-time insights into our ads as well as monitor competitors’ ads in real time.
eMarketer: What makes audio ads particularly difficult to track, even if they run on digital channels?
Ryan Steelberg: Audio ads now run all over the place—they’re in podcasts, in native ads and some run programmatically. Because of the volume, it has become difficult and tedious for advertisers to analyze. But a platform powered by AI can deliver real-time performance analytics and enable users to create scalable campaigns more quickly. Using AI, as soon as an ad airs, a brand can gain insights into how the broader campaign is performing.
eMarketer: How did you go about choosing the right vendor to suit your needs? Why was AI a must-have feature?
Suh: The immediacy of analytics was important to us. And because we’re talking about audio ads, natural language processing (NLP) is important—this is where AI comes in. We needed a partner that could analyze audio ad spots in real time and ingest hundreds of content streams daily—including broadcast radio, television, podcasts and YouTube channels—to determine when and where ads appeared.
eMarketer: What advice do you have for other brands looking for an AI-powered analytics solution?
Steelberg: An AI solution should be best-of-breed and cost-effective for the brand, to ensure that the company gets the most from its data. But that doesn’t mean a brand has to pick one and stick with it—AI analytics platforms work well when they’re orchestrated together as well. Above anything, if a brand wants to stay relevant, it will need to find an AI solution that can ingest large amounts of data and deliver meaningful analysis fast.
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