Matalan leverages AI for hyper-localised audio adverts

- Monday, September 2nd, 2024
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Home and fashion retailer Matalan has launched an innovative AI-powered audio campaign set to air across both linear and digital channels.
The work was developed in collaboration with Havas Media Manchester and additive+, a creative optimisation specialist that became part of Havas Media Network UK in 2022.
This cutting-edge campaign leverages AI to deliver dynamic, highly relevant audio content nearly in real time.
As the campaign progresses, the ads will evolve to include real-time contextual and proximity-based adjustments, ensuring hyper-localised messaging that resonates with listeners wherever they are.
This initiative is part of Matalan’s broader strategy to embrace AI, following the launch of an AI-driven feed and product listing optimisation earlier this year.
“We always want to innovate to find more agile ways to connect with our brilliant customers. Today marks an exciting, progressive evolution in our broader marketing approach towards a more agile and dynamic advertising strategy, not to mention an industry first,” said Matalan director of marketing Charlotte Dewhurst.
“Through our partnership with Havas Media Manchester and additive+, we’re not just enhancing our audio capabilities, but setting a new benchmark in retail marketing.”
Havas Media Manchester joint general manager Lucy Barnes added: “Our journey with Matalan is about more than just keeping pace with the market — it’s about leading it. By integrating AI-generated audio ads, we’re equipping Matalan with the agility to swiftly activate campaigns that reflect the latest retail offerings.”
“This approach ensures that Matalan remains relevant and top-of-mind for customers, delivering personalised, impactful messages that align with their everyday lives and reflect the latest retail offerings.”
Additive + managing partner Richard Gill commented: “By using artificial intelligence, we are now able to adopt these principles for audio advertising.”
“AI allows us to rapidly generate and distribute a high volume of audio ads, meaning our advertising is more relevant to our audiences, and therefore more effective. AI also enables us to enhance our speed to market and deliver better value for money to our clients.”