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Disney and Havas use Paragone AI to manage social media marketing

Technology & Data

Disney and Havas use Paragone AI to manage social media marketing


Tech companies have been keeping busy this past year. Enter – Paragone AI, a multi-channel social marketing system now being deployed by Disney and Havas.

Perion is a global tech company that offers solutions across multiple digital marketing sectors – ad search, social media and display/video and CTV advertising.

As AI is slowly taking over many aspects of our business lives, Perion employed this complicated tech to help marketers in their endeavors. And who first to jump into this new development in martech, then two industry giants, Disney and Havas Media.

Perion announced its new release on March 8 this year, showcasing the powerful engine behind the AI. Actionable Performance Monitoring system (APM) is at the heart of the matter, working to enable multi-channel social advertising management.

APM is a SaaS platform providing marketers with a user interface and a bird’s eye view of their social advertising across multiple platforms all in one place. It includes:

  • AI-based campaign performance and predictive analysis to better allocate ads.
  • Proprietary automation enabling instant recommendations of adjusting tactics to hit desired KPIs.
  • Cross-platform ability to ‘Capture and Convince’ audience, aggregating data into one dashboard.

With changes brought by the global pandemic, advertising has gone full throttle, aiming directly at consumers. Paragone.ai is designed to help industry professionals drive engagement across multiple social networks.

Tijmen Ter Veen, digital marketing supervisor at The Walt Disney Company said, “Paragone allows us to focus on managing the best campaigns through powerful, automated integrations.”

Havas’s representative Jorge Irizar, Gglobal COO, said that Paragone AI “empowers us to drive our clients’ success across all social media channels, reaching unique target audiences to achieve better conversions with the best ROI.”

Photo by ThisisEngineering RAEng on Unsplash.

Marija Mrvosevic

Marija Mrvosevic is the editorial intern at Marketing Mag.

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