Programmatic TV: Finding the Remote to Marketing Success
The fusion of television and digital content has sparked discussions about potential challenges and opportunities. Fraught with concerns about fraudulent practices and the more dubious aspects of the industry, the transition to the digital realm has been met with natural and immediate apprehension.
However, amidst these concerns, a wealth of data has emerged, presenting both a blessing and a curse to the stakeholders involved. While some may feel overwhelmed by the abundance of data, strides have been made to learn from past mistakes, tackling issues like fraud and invalid traffic head-on rather than playing catch-up. This journey has led us to a crucial juncture in redefining the very essence of programmatic and television. The ever-discerning eye of the discerning marketer looks to the horizon of possibilities with a keen interest in protecting and targeting consumers using premium content. As we venture into this era of redefinition, we must not merely embark on a race to the bottom with programmatic approaches. Instead, we must strive to craft innovative ways of leveraging technology to ensure unparalleled efficiency on the TV side of the spectrum. To simplify the intricate layers of programmatic, let us adopt a clear perspective that views programmatic as the harmonious marriage of technology and advertising. To serve ads with unwavering precision and unmatched efficiency, programmatic is the driving force, enabling marketers to capitalize on the endless opportunities that technology presents. No longer restricted to traditional approaches or archaic beliefs, we have broken free from the shackles of remnant inventory, triumphantly discarding the idea of a race to the bottom. Stepping into the shoes of the discerning consumer, we realize that they are undeterred by the complexities of television formats. From linear TV
to CTV, streaming services to mobile platforms, consumers simply crave content without concerning themselves with the hows and wheres of viewing. For marketers, this revelation underscores the significance of delivering targeted ads to consumers regardless of their chosen medium. The notion of programmatic TV has been a frequent topic of discussion over the years. Progress has been steady,
but we must acknowledge that the quest for a 100% programmatically bought TV market remains elusive and will likely persist for some time to come. The allure of upfronts, those highly anticipated events in the industry, is undeniable, and they are not likely to be replaced by an all-encompassing programmatic utopia anytime soon. Nonetheless, it is essential to recognize the strides already taken. The integration of technology in direct transactions has streamlined operations and empowered
marketers with the tools needed to cater to the ever-discerning audience. With a cautious eye on the post-upfront scenario, the conversation pivots toward the multi-currency market. The concept of a multi-currency market presents new challenges, particularly in the realm of programmatic. The friction between the two spheres begs the question of how these two entities will coexist
harmoniously. The answer lies in the flexibility of programmatic technology, as marketers can furnish their preferred data to the networks they work with. This collaboration between data providers and programmatic platforms facilitates the seamless integration of diverse data types, ensuring that audiences are accurately targeted, even in a privacy-focused world. The beauty of programmatic
is in the openness to myriad data sources, providing marketers with unparalleled freedom to choose the data that aligns most closely with their goals. Regardless of the data provider or the context in which data is employed, the programmatic ecosystem stands as the guardian of a versatile, data-rich world, enabling marketers to tap into a vast array of audience segments with ease. I am
personally happy that the industry looks forward to a future where the boundaries between traditional television and digital content blur seamlessly. The convergence of these two realms presents challenges, but it also offers unparalleled opportunities to usher in an era of precision advertising. The journey may be long, but the destination promises a revolution in the way we interact with consumers and reach the right audiences at the right time, regardless of the currency of the
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🚀 Elon Musk's original $8 verification/blue checkmark program pitch has taken an unexpected turn. When he took over at Twitter/X in November, he aimed to end the 'lords and peasants system' regarding blue checkmarks, proposing that users could become lords themselves by paying $8
per month for the verification. However, things have changed as X now offers a new setting in the XBlue package, allowing paying users to hide their virtual lordship and blue tick from public view. 🕶️💙
🛍️ AI is revolutionizing the retail industry, offering various applications for personalized shopping, sales forecasting, and tailored marketing strategies. While some AI-powered tools provide incremental improvements, the true
game-changer lies in fully autonomous AI-driven systems that can synchronize multiple facets of retail daily. Retailers are integrating AI into their workflows for improved accuracy and efficiency, but the future envisions AI taking complete control of inventory management, much like NVIDIA's AI model, Voyager, mastering Minecraft without human intervention. Embracing this transformative potential can unlock unprecedented efficiency, profitability, and customer satisfaction for the retail
sector. 🚀📈
📅 Google made significant announcements in its web-related services. Starting March 2024, Interaction to Next Paint (INP) will be included in Core Web Vitals, replacing First Input Delay (FID), as most sites are already mobile-friendly, and mobile-friendliness will no longer be a ranking factor. Webmasters can now edit code in the Rich results test, streamlining the process of trying out markup fixes. However, by the end
of the year, the 'ping' endpoint for sitemaps in Search Console will be deprecated. On the positive side, Search Console will offer an improved video indexing report, providing actionable insights to boost video visibility in search results. 🕵️♂️📈
🔍 In the business world, AI has become a game-changer, offering immense power and potential. However, companies often make common mistakes in planning and implementing their AI strategy.
The ten most prevalent mistakes include: lacking clear objectives, not adopting a change management strategy, overestimating AI capabilities, neglecting testing and validation, ignoring ethics and privacy concerns, inadequate talent acquisition and development, neglecting data strategy, inadequate budget and resource allocation, treating AI as a one-time project, and not considering scalability. To succeed with AI, companies must have a strategic approach, avoid these pitfalls, and embrace
ongoing commitment to optimize their AI systems effectively. 🚀💼
🕺🎥 Recent Tubular Labs research reveals that while TikTok's shortest videos remain popular, the optimal video length for growth is now in the 61 to 180-second range. In the first half of 2023, videos within this range experienced a remarkable 13% increase in views month-over-month, compared to only a 4% rise in uploads. With longer videos standing out in the shrinking
pool of new entertainment content, creators may consider reallocating resources on TikTok to create more content in the optimal length range, tapping into the potential for higher viewership and engagement. 📈📱
📧 Email marketers are gradually embracing AI, with 35% currently using it in their campaigns, and another 33% planning to adopt it. The most common AI applications in email marketing include email retargeting, content
personalization, subject-line optimization, and dynamic content generation. Among those using AI, 42% report an extremely positive impact, while 54% find it somewhat positive. Challenges in implementing AI include data quality, customer privacy concerns, and limited budgets. Marketers express interest in enhanced personalization algorithms, automated content creation, and improved predictive analytics for future AI capabilities. Looking ahead, respondents predict that AI will play a central role
in email marketing, but it won't replace human creativity and strategy entirely. Additionally, 25% of firms consider their email strategy very successful, while 64% regard it as somewhat successful. Other tactics expected to be included in email programs for the year ahead are mobile-friendly design, personalization, email automation, and interactive content. Marketers primarily focus on testing message content, subject lines, and email timing and frequency. The study surveyed 378 marketers
during July 2023, representing various industries and company sizes. 📈📧
🎶 Meta has launched AudioCraft, an innovative AI code that combines three distinct sound-creation models to captivate professional musicians, creators, and advertisers. MusicGen generates music from text inputs, AudioGen creates sound effects based on written prompts, and Meta's EnCodec decoder allows higher quality music generation with minimal manipulation.
The code is open-sourced, inviting researchers and practitioners to train their own models, though Meta acknowledges the datasets' lack of diversity and potential bias. Despite concerns about copyright infringement, Meta envisions AudioCraft becoming a new type of instrument and influencing music creation, reminiscent of synthesizers' impact on electronic music. The move comes as merging music and AI has gained traction, with tech giants like Google and OpenAI already exploring similar ventures.
🎹📲 👩💻 Milla Sofia, a "virtual influencer" born from artificial intelligence (AI) tools, has garnered over 100,000 TikTok followers and more than 14,000 on X. Her creation involved Stable Diffusion and self-taught AI models. Although the exact creator remains unclear, Sofia interacts with followers as if she were a real person, and her aim is to be taken seriously as
a fashion model and influencer. Virtual influencers like Sofia offer cost advantages over human influencers, with AI allowing for quicker marketing and reduced expenses. The technology is continuously advancing, but current limitations prevent virtual influencers from moving like real humans. While human influencers can cost anywhere from $100 to $1 million per post, virtual influencers offer an alternative with unique advantages in the influencer marketing landscape. Transparency about their
AI-generated nature will be essential for the future success of virtual influencers. 🤖📱
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THE RIGHT WAY TO MEASURE MEDIA “Half the money I spend on advertising is wasted; the trouble is I don’t
know which half.” The quote, from retail magnate and marketing pioneer John Wanamaker, is over 100 years old. Despite digital media’s promise of accountability, many retailers still struggle with this attribution conundrum. We’ve written this paper because we’ve witnessed first-hand the misleading results of ham-fisted and sometimes lazy models. At Undertone, we offer unique High Impact
digital circulars, recipe ads, and more, all personalized through a slew of AI- driven selected variables that drive sales lifts leading to 15x to 19x ROAS. These state-of-the-art products can stymie old and tired media models. This is because, in some retailer attribution models, high-impact display is treated with the same modeling considerations as boring, small, and entirely missable standard display ads. READ MORE OF THIS WONDERFUL ARTICLE |
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