Generative AI Case Study: Video Entertainment

MultiChoice Background

MultiChoice, Africa’s leading storyteller, has built its legacy on enriching the lives of its audiences by delivering localized, culturally resonant content through DStv, GOtv, and Showmax. 

With a presence in 50 markets and over 23.5 million households across sub-Saharan Africa, the company remains committed to evolving viewer engagement through data-driven personalization. 

In response to the growing demand for tailored experiences, MultiChoice partnered with Jivox to harness its Generative AI-powered Dynamic Canvas Studio and DecisionGraph. This collaboration enables MultiChoice to create high-quality, dynamic ad content, optimize performance in real-time and enhance audience engagement like never before.

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Partnership As A Leapfrog Strategy

(An excerpt from the B&FT Online article)

In a groundbreaking move for the African continent, we partnered with Jivox earlier this year to revolutionise our digital marketing messaging and creative ad assets during our UEFA Euro 2024 coverage.

This pioneering collaboration has allowed the team to leverage AI to deliver enhanced marketing assets and content, enabling us to localise our offerings for our diverse markets with unprecedented speed and nuance.

Using Jivox’s platform, we created various dynamic AI images and visual ads throughout the match season, marketing an adaptable digital campaign with the changing match results that was repeatedly customised based on how our viewers and online audiences interacted with the content.

Jivox’s software integration was a game-changer for us. By feeding our audience data into the campaign decisioning process, we’ve been able to dynamically update ads multiple times in a single day, seamlessly pushing creatives into media platforms. This level of agility was simply impossible with our previous manual methods.

Generative AI, particularly through Jivox’s platform, has empowered us to iterate faster, serve our audience higher-quality content, measure performance in real time and customise ad content with unprecedented ease. It’s a true transformation in how we approach digital marketing.

Our EURO 2024 ad personalisation on digital platforms was executed in real time, and was adapted based on individual user data reaching our already established audience as well as potential viewers.

The ability to convert potential users increased [by 158 percent], with our dynamic ads in comparison to the previous year, a significant improvement in click through rate.  Our EURO 2024 ad personalisation on digital platforms was just the beginning.

Using Jivox, we’ve seen click through rates improvement up to 3000 X of industry standards. We’ve successfully applied this strategy to other campaigns like Big Brother, football and the launch of Showmax on the rest of the continent; and we’re excited to explore even more benefits in the future.

There’s an opportunity for marketers and organisations to use AI not just to generate and replicate all creative and messaging, but to also direct it toward bolstering the overall creative process.

For us, generative AI is increasingly instrumental to the world of marketing, messaging and creativity if used for more than just a time resource – it’s a creative collaborator and enabler.