Artificial Intelligence Enabled In-Video Advertising: Infiltrating The Fashion Industry
Uday Thareja1, Ruchi Jain2

1Uday Thareja*, Research Scolar, Amity School of Business, Amity University, Noida, India.
2Dr Ruchi Jain, Associate Professor , Amity School of Business, Amity University , Noida, India.

Manuscript received on October 13, 2019. | Revised Manuscript received on 24 October, 2019. | Manuscript published on November 10, 2019. | PP: 3826-3832 | Volume-9 Issue-1, November 2019. | Retrieval Number: A4880119119/2019©BEIESP | DOI: 10.35940/ijitee.A4880.119119
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Abstract: This paper focuses on the enormous impact of Artificial Intelligence technology for enabling the usage of In-Video Advertising as a part of the content marketing strategy for fashion brands. Every brand wants to reach consumers when they are prone to get influenced. However, as the consumers are spoilt for choices and the digital mediums are creating unique customer journeys with an individualistic approach. Hence, there exists a requirement of more engaging advertising approach, to catch the attention of the consumer and to enable discovery of brands at high moments of desire. Since this paper focuses on In-Video Advertising & Artificial Intelligence, thus an understanding of the building blocks of In-Video advertising calls to delve deeper in Artificial Intelligence and content marketing strategy. This paper discusses a unique opportunity for Fashion brands to use In-Video Advertising as a disruptive, efficient and engaging tool to reach consumers when they are in the best state to be influenced. This novel advertising option can benefit marketers in the fashion industry and can generate significant revenues.
Keywords: Artificial Intelligence, In Video Advertising, Content Marketing Strategy, OTT, fashion industry
Scope of the Article: Artificial Intelligence