Quantum computing: the next frontier in media planning mastery

At the Fundamental Group, we pride ourselves on being at the cutting edge of "tomorrow's" innovation and investment, always a step ahead in the marathon of market leadership. Our journey has seen us pour millions into technology that not only sets our clients' marketing strategies light years ahead of the competition but also boldly goes where no firm has gone before. 

From pioneering audience research with our correlation matrices to navigating the post-GDPR site performance measurement wilderness with the launch of Alphix Solutions, our trailblazing, cookie-free marketing intelligence platform, innovation isn't just what we do; it's who we are. 

Adopting artificial intelligence 

As we cast our gaze towards the horizon, the beacon of artificial intelligence and large language models (LLMs) shines unmistakably bright. January 2024 marked a milestone with the launch of our very own LLM, seamlessly integrated with Alphix Solutions, revolutionising content creation across the marketing spectrum. This LLM isn't just smart; it's a veritable oracle of content and data analysis. 

Yet, in the shadow of the global chip shortage, we found our ambitions for LLM expansion and data processing prowess imperilled. But did we see this as a setback? No, we saw it as an opportunity to leap (quantum leap, to be precise) into the future. 

Moving into the quantum realm 

In a move that is bringing our technological development plans from ‘cutting edge’ to ‘Verstappen-gap ahead’, we turned to quantum computing in early 2023, right on the heels of ChatGPT's debut. This wasn't just a step forward; it was a giant leap into the unknown, propelling us to the vanguard of advertising technology innovation. 

Quantum computing, with its mind-bending principles of superposition and entanglement, has allowed us to process and analyse data at speeds that would make traditional computers blush. For our media planners, this means insights into consumer behaviour, market trends and digital ecosystems in real-time, with a depth previously unimaginable.  

The quantum campaign conundrum 

In the quantum world, the state of a campaign, much like the state of a quantum particle, is only determined upon observation. This posed a significant challenge for Fundamental Media's real-time reporting ethos, which thrives on live dashboards for client insights. The constant observation necessary for traditional optimisation and error detection was paradoxically at odds with the nature of quantum campaigns. 

To navigate this quantum quandary, we introduced the ‘Build your enquiry prompt trigger’ button (ByePt) button, a novel solution allowing quantum campaigns to remain in a state of superposition—unobserved and undisturbed for reporting purposes—until the precise moment the data is required. This innovation ensures that the campaign exists in a 'broad entanglement quantum state', where the potential for performance is maximised through the principles of quantum entanglement. 

Schrödinger’s cash and quantum budget control 

Budget planning for quantum campaigns introduced another layer of complexity, akin to navigating the uncertainty principle itself. The introduction of the 'quantum budget control system' was a response to the unique challenge of managing campaign finances that are simultaneously spent and unspent—Schrödinger’s Cash, if you will. This system allows for budget pacing and control only upon observation, maintaining the budget in a quantum state of flux until it's necessary to make adjustments. 

Our quantum-powered media planning system is nothing less than revolutionary, predicting market behaviour with eerie accuracy and allowing us to plan marketing activities with the precision of a surgeon. We're not just reaching audiences; we'reanticipating their desires before they're even conscious of them, guiding them effortlessly to the checkout. 

When asked about the impact of this quantum leap, Angus Maclaine, CEO of the Fundamental Group, explained:"In the world of quantum advertising, to observe or not to observe is not the question. Our ‘ByePt’ system has revolutionised the way we understand campaign performance, proving that investment in innovation is the answer." 

He added:"Remember, in quantum advertising, every observation changes the outcome. Or to put it another way, we've taken 'seeing is believing' to a whole new level, where seeing is actually achieving." 

"In the spirit of Marie Curie, who said, 'Now is the time to understand more, so that we may fear less,' we dive into the quantum realm of advertising. Except, instead of radium, we've discovered the element of surprise. And trust me, it's far more profitable for our customers." 

Fundamental Group is committed to staying at the crest of the innovation wave for marketing technology. To learn more about our plans for the future of marketing tech (that don’t launch on 1 April) give us a call. We’re in Boston, London, Milan, Hong Kong and Sydney simultaneously, waiting to be observed.