Revolutionizing content creation across 50 African markets.
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. To meet growing demand for tailored experiences, the team partnered with DaVinci Commerce to harness Generative AI-powered Dynamic Canvas Studio and DecisionGraph, creating high-quality dynamic ad content and optimizing performance in real time.
Africa's leading storyteller, scaling personalization with data.
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 DaVinci Commerce 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.
Partnership as a leapfrog strategy.
In a groundbreaking move for the African continent, MultiChoice partnered with DaVinci Commerce to revolutionize their digital marketing messaging and creative ad assets during UEFA Euro 2024 coverage. The story below is excerpted from the joint write-up published in the B&FT Online article.
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 the platform, MultiChoice 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 viewers and online audiences interacted with the content.
The software integration was a game-changer. By feeding audience data into the campaign decisioning process, the team has 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 previous manual methods.
Generative AI has empowered the team to iterate faster, serve audiences higher-quality content, measure performance in real time, and customise ad content with unprecedented ease. The EURO 2024 ad personalisation on digital platforms was executed in real time, adapted based on individual user data, reaching both established audiences and potential viewers.
The ability to convert potential users increased by 158 percent with dynamic ads in comparison to the previous year, a significant improvement in click-through rate.
The team has since successfully applied this strategy to other campaigns including Big Brother, football coverage, and the launch of Showmax on the rest of the continent, with click-through rates improving up to 3000X of industry standards.
For MultiChoice, generative AI is increasingly instrumental to the world of marketing, messaging, and creativity, used not just as a time resource but as a creative collaborator and enabler.
Using Jivox, we've seen click through rates improve up to 3000X of industry standards. 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.
Bea Strauss, Digital Marketing and Management, MultiChoice
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