Cairns Oneil Launches Generative AI Product 'nova'

Cairns Oneil has announced the full launch of it’s Generative AI product, nova. Following the successful beta launch in the Spring of 2023 with their work for Rakuten Kobo, Cairns Oneil has enhanced and productised the tool, and branded it nova.

“While our agility and speed let us bring innovations to market quickly. It’s our expertise and amazing partners that allow us to also go deep and create products like nova.” said Devon MacDonald, president of Cairns Oneil “We know that relevance is key for consumers is advertising. Nova is finally realising the promise of 1:1 in digital for marketers.”

The beta launch used an instance of ChatGPT to create ad copy for display units that were optimised by audience and performance through the dynamic creative optimisation module of Cairns Oneil’s trade desk, CO2. To do this Cairns Oneil and their ad tech partner Adform coded the ChatGPT API into their DCO module, briefed it on the campaign and set up a control campaign. The display units generated by ChatGPT and optimised by CO2 outperformed the control by 2x.

The new product launch includes several new features. Primarily it will be able to determine the exact creative message most relevant to a specific user based on data signals. This is done by taking the exact set of data signals by user, feeding it through to ChatGPT and generating a custom ad unit in real time for each user. The user will have a seamless experience as the load time for the ad remains unchanged. The ChatGPT instance will be briefed on the campaign objectives, messaging, tone and brand safety parameters in advance. Nova will generate ad copy, headlines and colours that will be optimised through the DCO module in CO2.

Nova will also be used for SEM and SEO. Working from the same brief on the client, it will generate search ad copy recommendations and SEO keyword recommendations.