The Rembrand Renaissance: AI's Brushstroke on Non-Intrusive Ads"
The digital advertising landscape is in the throes of transformation, grappling with the challenge of keeping up with shifting viewer preferences. With the rising prominence of streaming platforms and a notable consumer aversion to commercial interruptions, the time is ripe for innovation.
Generative AI-powered product placement emerges as a groundbreaking solution that effortlessly integrates brands into content, promising to reshape how brands and creators connect with their audiences. As streaming platforms continue to gain traction, traditional models of commercial interruption are experiencing a seismic shakeup. Alarming statistics reveal that consumers are
increasingly skipping or ignoring ads—somewhere between 56% to 90% of the time. Moreover, the surge of paid streaming services, touting ad-free content as their hallmark, underscores consumers' outright rejection of disruptive ad experiences. Even industry heavyweights like Netflix and Disney's attempts to introduce ad-supported versions have been met with tepid enthusiasm, with a paltry 5 million subscribers opting for the ad-supported alternative compared to a staggering 232.5 million
subscribers embracing the ad-free option. The writing on the wall is clear: brands must pivot their strategies to capture fleeting consumer attention in an oversaturated landscape. The answer lies in seamlessly embedding brands within content, transforming them from an unwelcome interruption to a natural part of the narrative. Product placement, a long-standing technique utilized by the
entertainment industry, takes center stage in this transformation. This approach bridges the gap between creators and brands, merging native advertising, traditional product placement, and programmatic platforms through the power of generative AI technology. This convergence of product placement and digital video advertising creates an unprecedented opportunity. It's a juncture where
creators of all sizes can fluidly monetize their content while affording brands the chance to organically engage their target audience. With product placement generating an estimated $23 billion in annual revenue and digital video advertising raking in a staggering $74 billion, the overlap between the two spheres holds immense potential. Front and center in this advertising revolution stands
Rembrand, a pioneering startup that harnesses the power of AI to introduce the concept of "Generative Fusion." This breakthrough approach harmonizes the creative intuition of content creators with the precision and efficiency of AI technology. The result? Seamlessly integrated products that blend seamlessly with the content, preserving authenticity and boosting viewer engagement. Rembrand addresses scalability issues that historically plagued manual visual effects-based placements by employing
generative AI, a game-changing move that unleashes automation's full potential. At the heart of this transformation lies "physics-informed fusion," a revolutionary generative AI technology. This innovative process melds a long-form video with a 3-dimensional product rendering, culminating in a high-quality composite where inserted products become indistinguishable from the real elements
present on set. Unlike traditional AI methods that occasionally yield unrealistic images, "physics-informed fusion" ensures that inserted items harmonize with lighting, spatial depth, and motion principles, delivering an unassailably authentic appearance. But Rembrand's innovation extends beyond realism—it also embraces animation. This strategic approach highlights brands without disrupting
the content flow, masterfully navigating the delicate balance between engagement and interruption. The evolution of generative AI technology stands as a pivotal factor in this paradigm shift. While AI tools have historically excelled in creating artistic novelties, Rembrand's generative fusion draws on advancements to surmount challenges in creating lifelike moving videos. Unlike its
predecessors, this cutting-edge approach adheres to the principles of physics, ensuring that the generated content coheres with reality. By seamlessly intertwining physics with creativity, Rembrand bridges the gap between AI's capabilities and genuine content integration. One of the standout attributes of Rembrand's technology is its versatility with multi-hour videos encompassing diverse
scenes, actions, and occlusions. Unlike black-box models entailing trial and error, Rembrand's "Foundation Model" for virtual product placement provides creators with predictive insights into outcomes, ensuring a natural and immersive integration of inserted products. Rembrand's journey has not been without its share of challenges. The intricacies of building a technology-driven startup pose
inherent complexities. However, the startup's unwavering commitment to creating an entirely new advertising category—one attuned to evolving consumer preferences—fuels its determination to surmount these obstacles. Rembrand's Generative Fusion stands as an ingenious solution that empowers creators, emboldens brands, and redefines advertising paradigms. The company's vision of becoming an
indispensable player within the product placement ecosystem is substantiated by partnerships with brands like L'Oréal and investments from industry giants. As generative AI gains momentum and transforms the creative landscape, Rembrand's pioneering approach exemplifies how innovation can harmonize consumers' affinity for content with brands' quest for engagement without compromising quality or authenticity. In an era defined by choice and viewer sovereignty, Generative Fusion emerges as the
bridge between these seemingly disparate goals. |
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
📢 Novacap, a North American private equity firm, proudly announces its successful acquisition of Cadent, a prominent provider of platform-based converged TV advertising solutions. This marks Novacap's fourth investment under its TMT VI Fund. Cadent, once a cable and broadcast
aggregation pioneer, has evolved into a major independent platform for unified audience targeting across connected television (CTV), traditional TV, and digital advertising. With an impressive clientele including global agency holding companies, media buying agencies, top advertisers, and content distributors, Cadent's Aperture Platform boasts nearly 300 partner connections and multiple technology patents. This partnership arrives in an era of shifting viewing habits, with Cadent's solutions
crucial for advertisers navigating fragmented audience consumption. The future of audience-first, data-infused advertising gains momentum through this collaboration. 📺💼🚀
🐦 The reborn company, now known as X following Elon Musk's takeover, is on a mission to woo back advertisers who departed post-acquisition. In a strategic move, X has inked a year-long partnership with Integral Ad Science (IAS), a pioneer in ad-verification
technology. This deal brings IAS's "pre-bid tools" to X, allowing advertisers to ensure their ads avoid controversial content before auctions. This initiative aims to address the rise of hate speech and offensive content concerns. X is also set to experiment with "sensitivity settings" and automated blocklists to refine brand safety. Despite these measures, X is grappling with negative cash flow due to a sharp advertising revenue drop. 🚀📈
📺
Disney Advertising wraps up its upfront deal-making for the upcoming TV season with revenues "in line with the prior year," marking a solid continuation from last year's $9 billion haul. Notable shifts include single-digit increases in sports volume and pricing, while women's sports programming saw heightened demand. Although the TV ad market experienced pricing declines, especially for non-sports entertainment programming, Disney capitalized on strong interest in live events and
addressable inventory deals across its platforms, including Hulu and Disney+. Over 40% of Disney's upfront ad dollars flowed to premium streaming and digital video services, with Disney+ taking the lead. A surge in advertising for Disney+ and strong categories like automotive and pharmaceuticals fueled this successful upfront period. 📈📹🏆
Telly, a new company founded by Ilya Pozin, co-founder of Pluto TV, is aiming to give away
Internet-connected TVs subsidized by personalized advertisements. The Telly TV set includes a 55-inch connected TV with an Android TV streaming dongle, integrated soundbar, and a secondary "smart screen" that sits below the main screen. This secondary screen will display advertisements, subsidizing the cost of the hardware. Telly's ambition is to provide consumers with high-quality TVs at no cost while compensating viewers for their data through a rewards program called Telly Rewards.
The company plans to ship 500,000 free TVs this year.
A survey conducted by The Conference Board in collaboration with Ragan Communications has found that nearly 9 out of 10 marketers (87%) and communications professionals (85%) have used or experimented with artificial intelligence (AI) tools for at least one application. The top applications of AI for marketers include content summarization, doing groundwork, personalizing customer
content, conducting research, producing content faster, and improving customer service. However, there is a mixed sentiment among respondents about the impact of AI on work quality, creativity, job availability, and team culture. While some expect AI to improve productivity and innovation, others have concerns about job displacement and negative effects on team dynamics. The survey highlights both the growing adoption of AI in marketing and the diverse viewpoints surrounding its impact on
various aspects of the industry.
Amazon reported a 22% year-over-year increase in advertising sales to $10.7 billion in the second quarter, outpacing its digital rivals in growth. 🚀 This growth was attributed in part to the implementation of new, more advanced machine-learning models that help brands engage previously unreachable audiences. 🧠 Amazon's performance-based advertising capabilities are seen as appealing due to the
expected deprecation of cookies, which is likely to cause signal loss. 🍪 The company is also introducing richer media formats to "Thursday Night Football" on Prime Video, including audience-based targeting. 🎯 Additionally, Amazon's focus on traditional TV ad dollars and its aggressive marketing efforts, such as the upcoming Black Friday game tied to Prime Day, are contributing to its strong advertising performance. 📺🛍️ The use of machine-learning tools is helping Amazon achieve better
click-through rates, return on ad spend, and lower cost per impression. 💼💰
TikTok has introduced "Fulfilled by TikTok" in the UK, a logistics program for merchants on TikTok Shop, offering perks like same-day and next-day premium delivery. Sellers can hand over their stock to a designated warehouse, streamlining the order process as the warehouse handles picking, packing, labeling, and shipping. This initiative hints at TikTok's
potential evolution into an e-commerce platform. Additionally, X is rolling out a feature allowing users to sort their posts on their profiles, aiding in content assessment and creativity while potentially assisting in influencer evaluation.
The rebranding of Twitter to X, symbolized by a dystopian logo, is stirring controversy as the platform takes over long-standing user handles. Software developer Jeremy Vaught, who had been using
the @music handle for 16 years, received a notice that X had taken over the handle, transferring his data and followers to an alternate account. While the move is within X's rights, it raises concerns about creator loyalty and potential backlash. Despite X's efforts to attract creators, particularly musicians, its actions risk alienating influential users and driving them to other platforms, notably TikTok, which has a stronger presence in the music space and boasts better engagement and
industry ties.
Dotdash Meredith reported a 15% year-over-year decline in Q2 2023 revenue, reaching $414 million, while showcasing a 35% improvement in operating loss at $17.8 million compared to the previous year. Digital revenue experienced a 10% drop to $212 million, and print revenue declined by 21% to $206.8 million due to circulation declines for certain
publications. Joey Levin, CEO of parent company IAC, attributed the stability in traffic and passing tough advertising comparables from the previous year as factors that contributed to the improved performance. Looking ahead, Dotdash Meredith anticipates slightly negative but improved digital revenue for Q3, along with accelerated year-over-year Adjusted EBITDA growth, followed by solid growth in both revenue and Adjusted EBITDA in Q4. In contrast, IAC's Angi Inc. reported a 27% revenue decline
at $375.1 million, and its Search segment achieved $177 million (-11%). Overall, IAC's revenues reached $1,111,600,000, marking an 18% decrease.
Despite increased public scrutiny and awareness of the potential for false narratives generated by generative AI chatbots, a recent audit by NewsGuard found that the
rates of false narratives produced by OpenAI's ChatGPT-4 and Google's Bard remained essentially unchanged. The audit repeated a study conducted earlier this year, where 100 "false narratives" were prompted to the chatbots, and the results showed that both chatbots continued to generate a significant number of false narratives. NewsGuard's report noted that despite public focus on the safety and accuracy of these AI models, no progress had been made in the past six months to mitigate
their propagation of false narratives on news topics. Some of these narratives are generated from nonsensical sourcing, while others are part of disinformation campaigns conducted by malicious actors, including state-run media from Russia and China. In one instance, Google's Bard sourced misinformation from a QAnon-related conspiracy theory. |
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STREAMING ADVERTISING: EMBRACING CHANGE AND CONQUERING THE NEXT 24 MONTHS We currently find ourselves sailing through turbulent waters, but also
witnessing the birth of new opportunities. Over the next two years, streaming advertising is set to become a major force, transforming the way brands interact with consumers and ushering in a digital renaissance. So, hoist the sails, grab the helm, and let us set our course on this digital odyssey.
The old world of advertising with its trusty compass, the Gross Rating Point (GRP) currency, provided a sense of direction to advertisers for decades. But as the digital storm rages on, we must embrace a new currency, the impression-based metrics. This sleek, modern approach allows for precise targeting, granting us the power to reach our desired audience with laser-like accuracy, like daring buccaneers navigating
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TECH BEHEMOTH GOOGLE FACES BILLIONS OF DOLLARS LAWSUIT OVER DECEPTIVE AD PRACTICES In a shocking revelation, Google, the tech giant known
for its search engine dominance and online advertising prowess, is facing a monumental class-action lawsuit alleging that it has defrauded advertisers of billions of dollars through misleading practices surrounding its proprietary TrueView video advertisements. The 26-page lawsuit, filed on July 26, has sent shockwaves through the advertising industry and has raised serious questions about the credibility and ethics of Google’s advertising platform. READ ENTIRE STORY
YOGURT’S GOT A NEW GURU: CHOBANI SCOOPS UP MARKETING MAESTRO THOMAS RANESE We all know Chobani, the foodie trailblazer known for its heavenly Greek
yogurt and a fresh outlook on snacking! They’ve just unveiled their secret weapon as Chief Marketing Officer: Thomas Ranese, the marketing maestro who’s conquered the branding world at Uber and Google. Chobani’s CEO, Hamdi Ulukaya, gushed about their quest to serve up “better” everything – from ingredients to quality, nutrition to business practices. And guess what? They’ve found their brand wizard in Thomas. His superpower?
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SCHILLER’S SHOWTIME: A MEDIA MAVERICK’S INSIGHTS UNVEILED As we sat down with the media maverick himself, it quickly became evident that Schiller’s sharp wit and encyclopedic knowledge of
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industry. “Technological innovation is the catalyst for change,” Schiller remarked with a knowing smile. “In the entertainment and media business, we’ve witnessed how technology has consistently unlocked new consumer behaviors since the dawn of media. The problem, however, is that our industry often moves at the speed of a snail on vacation. We saw it with the advent of streaming, from the Napster days to YouTube. Ever tried
doing something different, and people around you are like, ‘Wow, why are you doing that? Can you say ‘streaming video’?” READ MORE OF THIS INTERVIEW
THE FUTURE OF IN-GAME ADVERTISING: A TRANSFORMATIVE SPACE FOR BRANDS As the gaming industry continues to evolve,the next years promise to be a pivotal
marked by significant shifts in gaming culture, technology, and advertising strategies. Gaming has become a multifaceted medium that transcends traditional entertainment boundaries, attracting diverse audiences and opportunities for brands to engage with consumers on a deeper level. In this comprehensive article, we explore the future of in-game advertising through the insights and perspectives of industry experts. From hybrid
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HOW REPETITIVE ADVERTISING IS RUINING THE CTV SPACE Where content is abundant and viewers have endless choices at their fingertips, a new menace has emerged that threatens to tarnish the
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FUTURE OF AI IN ADTECH: OPPORTUNITIES AND SPECULATIONS AI has become a transformative force in various industries, and Adtech is no exception. With the potential to revolutionize advertising,
AI holds the promise of enhancing targeting, personalization, and efficiency. In this comprehensive article, we delve into the various aspects of AI and its implications for Adtech, exploring its different types, current applications, and the exciting prospects it holds for the future. READ MORE NOW
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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