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AI Takeover: How Chatbots Stole the Marketing Spotlight
In the dynamic and often bewildering world of generative AI, there’s a distinct melody playing – one that harmonizes the rapid adoption of new technologies with the lingering echoes of skepticism. It’s a narrative not just of technological advancement but of societal shifts, marketing revolutions, and the ever-blurring line between human creativity and algorithmic precision.
As the sun
sets on the initial euphoria surrounding generative AI, the landscape reveals a terrain both fertile and fraught. This technology, once a mere glimmer on the horizon, has accelerated at a pace outstripping even the meteoric rise of smartphones and tablets. Today, generative AI stands not just as a tool but as a testament to human ingenuity and its paradoxes. The adoption of generative AI has been a whirlwind affair. In the US, it's been embraced with a fervor that
belies the usual tech adoption curve. The cost of entry is minimal; most of us already possess the necessary hardware, and the technology often comes without a price tag. But beneath this veneer of accessibility and ubiquity lies a fundamental question: Will generative AI embed itself into the fabric of our lives as indispensably as smartphones and tablets, or will it fade into the background, a mere footnote in the annals of technological history? The demographics
of generative AI usage paint a fascinating picture. The largest cohort, those between 25 and 34, are the vanguard, suggesting a trend not just in consumption but in productivity and professional application. Yet, this technology isn't confined to the youthful echelons; its tendrils reach across a broad age spectrum, promising a future where generative AI is as ubiquitous as the internet itself. In the corporate echelons, the ascent of chatbots as the vanguards of
generative AI applications marks a significant shift in business dynamics. These sophisticated digital entities, exemplified by innovations like ChatGPT, have transcended their initial roles as mere customer service facilitators. They have evolved into integral components of business strategy and operations, offering insights and enabling interactions that were traditionally within the realm of human expertise. This transformation heralds a new era where algorithmic intelligence is not just an
aid but a central player in the decision-making processes of businesses worldwide. These chatbots, equipped with increasingly nuanced conversational abilities, have become digital oracles for executives. They provide a blend of data-driven advice, customer interaction management, and operational efficiency that was once unimaginable without significant human intervention. The reliance on these AI-powered tools reflects a broader trend in the business world: the
desire to harness technology not only for operational efficiency but also for strategic innovation. However, it is within the marketing sphere that generative AI has found its most enthusiastic and creative proponents. Marketers, inherently attuned to the pulse of innovation and novelty, have embraced generative AI with zeal. The technology has become a critical tool in their arsenal, extending its capabilities to realms such as content creation, copywriting, and
even strategic planning. In the hands of marketers, generative AI serves as a creative partner, a digital muse that stimulates the birth of ideas and helps shape them into fully formed marketing strategies and content. Generative AI in marketing has assumed the role of a chisel, skillfully carving out initial concepts and drafts for creative projects. It offers marketers a starting point, a canvas upon which human creativity can paint its hues. Beyond the genesis
of ideas, AI further aids in refining and optimizing content strategies, ensuring that the messaging aligns with both the brand ethos and audience expectations. This fusion of AI-driven efficiency and human creativity is revolutionizing how marketing content is conceptualized and executed. However, this burgeoning relationship between AI and marketing creativity is not without its complexities. As generative AI becomes more entrenched in content creation processes,
there emerges a critical need for human oversight. This necessity stems from the understanding that while AI can generate content at an unprecedented scale, it cannot yet fully replicate the nuanced understanding and emotional depth that human creativity brings. Therefore, to maintain the quality, originality, and authenticity of content, human intervention becomes indispensable. This blend of AI efficiency and human insight is essential in ensuring that the content resonates with audiences on a
deeper, more meaningful level. Thus, as generative AI continues to weave its way into the tapestry of business and marketing, it brings with it both extraordinary opportunities and significant responsibilities. It challenges professionals to strike a delicate balance – leveraging the power of AI to push the boundaries of what's possible, while also ensuring that the human essence that connects brands with their audiences remains at the forefront. Privacy concerns, however, cast a long shadow over this landscape. In a world increasingly skeptical of digital authenticity, the rise of AI-generated content has stoked fears of impersonation and misinformation. Marketers, therefore, find themselves at a crossroads, balancing the power of AI with the imperative of maintaining trust and transparency. Gartner’s placement of generative AI at the “Peak of Inflated Expectations” in its 2023
Hype Cycle for Emerging Technologies is telling. It suggests a zenith of hype, a crescendo of expectations that may not align with the ground realities. Yet, as the narrative unfolds, there’s a sense of cautious optimism, a belief that we might be inching towards a more balanced understanding of this technology's potential and limitations. Companies like Optimove have navigated this landscape with a measured approach, integrating generative AI not as a gimmick but
as a tool for enhancing customer-led marketing strategies. Their journey reflects a broader trend – a move from the feverish excitement of new possibilities to a more mature integration of technology in service of concrete goals like customer loyalty and lifetime value. The marketing world, with its labyrinthine complexity reminiscent of the ad techscape, is both a beneficiary and a victim of generative AI’s rapid evolution. The challenge for marketers lies not
just in harnessing this technology but in sifting through the cacophony of options, each promising transformational benefits. In this tale of generative AI, we see a mirror reflecting our own contradictions – our hunger for rapid innovation and our skepticism of the untested; our desire for efficiency and our fear of losing the human touch. As we continue to navigate this terrain, the only certainty is change itself, and perhaps that’s the most exciting part of the
story.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🛍️📈 The retail media network boom is unstoppable! Kelly Leger from Deloitte Digital dropped some big numbers at the Digiday Summit in New Orleans: about 45 retail ad networks in the U.S. and 80 globally, with more on the horizon. But, there's a catch – the market can't handle a ton of them, so expect some merging down the line. Big names will likely dominate, while
smaller players might team up. Marketers, especially for major CPG brands, are navigating this maze, balancing shelf space and ad spend. Lauren Lavin from Group M points out the challenges – complex relationships, non-standardized measurements, and the need for more control over ad placements. Will there be standardization? The IAB's trying, but it's still a mix of apples and oranges for now. 🍎🍊🤔 #RetailMediaGrowth #MarketerChallenges #DigidaySummitHighlights (Digiday)
🤝📱 Meta teams up with Dentsu for a WhatsApp upgrade! Dentsu, with its savvy customer-experience arm Merkle, is now the go-to for WhatsApp Business in the UK. They're offering a full package: account management, analytics, and optimization tools. This move taps into the huge base of 200M+ monthly WhatsApp Business users globally. Since its 2018 launch, the app's been a hit for small businesses to chat in real-time with
customers, offering deals and updates. A Meta study reveals a whopping 75% of adults prefer messaging businesses like friends. Dentsu's plan? Blend AI advancements with Meta's apps for innovative media and brand activation solutions. And guess what? Dentsu is the first global agency network to bag the title of WhatsApp Business Solution Provider. Angela Tangas of Dentsu highlights the trend towards easy, conversational customer-brand interactions, aiming to deepen customer engagement through
this integration. 💬🚀 #WhatsAppBusinessEvolution #DentsuMetaPartnership #ConversationalMarketingBoost
🚀📧 esbconnect boosts its team with a new star player! Ross Lafayette, a former pro footballer turned adtech expert, joins as Sales and Partnerships Director. He's bringing his digital solution skills to help UK's top brands with first-party data strategies. This move
comes as esbconnect, known for its data-driven email marketing, gears up for growth post-management buyout. They're already big in the game, managing campaigns for 600+ clients with a massive UK email database. In this cookie-less world, email's becoming the MVP of customer data. CEO Suzanna Chaplin is excited about Ross turning client needs into wins. He's got a cool background too, balancing a 15-year adtech career with scoring goals in football! At esbconnect, he'll be helping clients like
HelloFresh and Ted Baker to connect with customers across devices using their cutting-edge platform. Here's to Ross scoring big in the digital marketing league! ⚽️💼 #RossLafayetteJoinsEsbconnect #DataDrivenMarketing #EmailMarketingGoals
🎬📺 Warner Bros. Discovery and Amazon's Freevee join forces! They're adding 37 new free, ad-supported streaming channels (FAST) to Freevee. Today, 16 channels like CNN Headlines and Warner Bros. TV - Generation
Drama go live, with more coming in 2024. This expansion builds on a previous deal, boosting Freevee's FAST channel count by 75% in 2023. Amazon's Freevee, evolving from IMDb Freedive to IMDb TV, has grown rapidly in content since its 2019 launch. Meanwhile, WBD, despite facing challenges like a recent subscriber loss and a stock drop, continues to push its licensing agenda, even offering HBO hits like “Westworld” to other FAST services. However, licensing revenue dipped recently, and
the future is uncertain with the ad market's unpredictability. Still, WBD CFO Gunnar Wiedenfels sees potential in their expansive library for licensing. As the streaming world evolves, consumers are demanding quality over quantity, despite rising subscription costs. WBD and Amazon are adapting, aiming to meet these shifting viewer preferences. 🌐💼 #WarnerBrosDiscoveryFreeveeExpansion #StreamingStrategy #AdSupportedTVGrowth
Yahoo is diving headfirst into AI with Blueprint, its new DSP feature for ad optimization. 🚀🎯 It's all about crunching first-party data and email-based insights to make campaigns smarter and more effective. Yahoo, waving goodbye to its SSP, is now all in on helping advertisers hit their targets with less grunt work and more AI magic. 💻🔮 Blueprint's not just about suggestions; it's about giving advertisers the power to choose smarter strategies while keeping an eye on
privacy concerns and transparency. In the digital marketing world, it seems Yahoo is keen to be both the brainy geek and the cool kid on the block. 🧠😎 It's trend report time! 📊🌟 First up, TikTok: the king of short-form videos predicts 2024 will be all about curiosity, unique storytelling, and building trust. Brands, get creative and transparent to win hearts! 💃🎥 Next, Pinterest is vibing with a mix of old
and new in fashion and decor, thrifty DIYs, and... jellyfish? 🎨🏡 And on Reddit, with 70M daily users, subreddits like r/amitheasshole, r/mildlyinfuriating, and r/popculturechat are the hot spots. Plus, a big thumbs-up for AI discussions. If you're AI-savvy, Reddit might just be your new playground. 🤖💬 So, whether you're a TikTok trailblazer, a Pinterest pioneer, or a Reddit raconteur, there's a trend for you to lead in 2024! 🚀🌍
Publicis Media's Zenith has gone low-key 🤫 with its latest global ad forecast update, trimming its 2024 growth prediction to +5.3% 📉 from an earlier +6.9%. This subtle revision, shared quietly on its website 🌐, contrasts with the usual December fanfare 🎉. Meanwhile, Zenith's 2023 outlook remains steady at 4.4% 📊. Interestingly, while skipping a fresh U.S. forecast, they're more optimistic about the Americas overall, predicting a 5.7% bump, a leap
from North America's 4.3% forecast in June 🌎. This comes just after similar updates from IPG Mediabrands Magna and WPP’s GroupM 📺.
🥤🤖 Coca-Cola, riding the generative AI wave, has emerged as a trailblazer among consumer brands. In collaboration with Bain & Company and OpenAI, Coke launched the "Create Real Magic" platform and embraced AI across digital and experiential
channels, including a buzzworthy Las Vegas Sphere campaign. 🎄 Their Christmas campaign, "the world needs more Santas," resulted from these AI-driven efforts, offering people-friendly, engaging platforms for creating personalized Christmas cards. Coca-Cola's AI journey extends to their internal processes and marketing strategies, notably with the launch of the AI-assisted Y3000 flavor, demonstrating how generative AI can offer personalized, scalable consumer experiences while honoring
the brand's longstanding values. 🚀🌐
🌆📱 Downtown Baltimore is lighting up with innovation! The Downtown Partnership of Baltimore has spearheaded the installation of digital billboards on two buildings at Lombard and Charles streets. These aren't just any billboards; they're a beacon of revitalization and hope for the city. 🎨🏙️ Amy Jordan, the property manager of 36 S. Charles St., sees these billboards as a symbol of Baltimore's
reset, showcasing local businesses, artists, and big events. With partnerships from Orange Barrel Media and Capitol Outdoor Media, these digital displays are more than just advertising tools; they're a statement of urban rejuvenation. Shelonda Stokes, the Downtown Partnership president, envisions these billboards as a key strategy in attracting major events like the World Cup and Super Bowl to Baltimore. By summer, 11 digital billboards will light up the city, reflecting hope and progress in
Charm City! 💡✨
🗞️👩⚖️ The Spanish Information Media Association, representing titans like El País and El Mundo, has thrown a legal gauntlet at Meta, seeking a hefty 550 million euros! They're accusing Meta of playing fast and loose with EU data protection laws, saying "¡Basta ya!" (enough already) to Meta's ad profiling antics. Meta's response? A digital "🤷♂️," having not yet peeked at the lawsuit.
Meanwhile, the association's rallying cry is for advertisers to jump ship to more data-respectful media, as they seek to clip Meta's digital wings and champion "democratic quality" in Spain. 🇪🇸💻🏛️
📊🚀 "Everything old is new again, but with a high-tech twist!" says the OAAA, giving a hat-tip to AI and machine learning for making Media Mix Modeling (MMM) the new/old darling in advertising. 🌟💡 Anna Bager, the CEO who probably loves pie
charts as much as real pie, suggests cranking up Out-of-Home (OOH) advertising budgets for better brand buzz. 📈🎯 According to their time-traveling data analysis (2017-2022), bumping up OOH spend is like adding extra hot sauce to your marketing strategy: it just makes everything better! 🌶️💰
📲🚀 Meta's new kid on the block, Threads, is zooming past X (aka the app formerly known as Twitter) in the app download race!
🏎️💨 According to Apptopia, Threads is getting all the love with a whopping 41 million downloads, overshadowing X's 27 million since September. 🌍📈 The twist? Most of Threads' fans are from India, not the U.S.! 🇮🇳🌟 Meanwhile, X is experiencing a bit of an identity crisis and a not-so-warm reception post-rebranding, dropping from a top app to "where did it go?" in the rankings. 📉😕 As advertisers give X the cold shoulder, all eyes are on Threads to see if it becomes the new
advertising sweetheart once Meta rolls out the red carpet for ads. 🌟🤔
📰🤔 Meta's Threads, the newbie rival to X (formerly Twitter), is getting a cautious side-eye from news publishers. 🧐📉 Despite seeing some engagement growth, big names like The Boston Globe, CNN, and The New York Times are playing it cool, not ready to dive in just yet. 🏊♂️🚫 They're all about "show me the data," but Threads is keeping its cards close, offering limited
metrics. 📊🙈 Meanwhile, the BBC and the Guardian U.S. are hitting pause, questioning if Threads is worth the hustle. 🛑🤷♂️ With the 2024 election cycle looming, newsrooms are wondering: Will Threads be the next big thing for breaking news, or just another platform in the social media sea? 🌊🔍 Meta's pushing forward, planning to launch Threads in Europe, but will news orgs bite? 🌍🎣 Only time will tell if Threads will weave its way into the heart of news distribution. ⏰❤️
(Digiday)
Magna, part of IPG Mediabrands, just updated its U.S. ad spending forecast, giving it a slight boost for 2023 and 2024 📈. Despite a sharp drop from its initial 2022 prediction, the outlook has been on the upswing since hitting a low in mid-2023. The revised figures, including cyclical events like politics and the Olympics, show a 5.4% rise in 2023 and a
5.9% increase in 2024 🎉. Ex-cyclical estimates mirror this upward trend. Magna leads the Big 4 holding companies in releasing these numbers, with others soon to follow. Their optimism is echoed by ex-Magna and GroupM forecaster Brian Wieser, who also sees a brightening ad economy. According to Magna, this rebound is driven by a second-half surge in 2023, easier comparisons year-over-year, and a stabilizing economy. Notably, pure-play digital advertising is thriving with double-digit growth,
while traditional media faces a 4% dip in ad spending 💻📉. Elon Musk's recent escapade at the DealBook conference in New York has turned X's (formerly Twitter) ad scene into a real-life drama 🎭. After Musk's eyebrow-raising tweets and comments, major advertisers like IBM, Apple, CNN, and Disney are hitting the 'unfollow' button on X 🚪🏃♂️. It's like a bad breakup, but on
a corporate scale! Musk's response? A shrug and a "whatever" attitude, as if he's the main character in a teen movie 🤷♂️🍿. Meanwhile, X's staff, not keen on this script, are dropping their roles faster than a hot potato 🥔💨. With a whopping 55% plunge in revenue and CEO Linda Yaccarino's efforts looking more like climbing Everest 🏔️, X's ad saga is less 'happily ever after' and more 'to be continued...?' 📉🤔.
🍪🔍 Google's VP of Global Advertising, Dan Taylor, stays cool under pressure with DOJ's antitrust suit and the cookie-less future of Chrome. On the Digiday Podcast, he's like a tech maestro conducting an orchestra, assuring that third-party cookies will exit stage left by end of 2024, no matter what. 🎵🚫 Despite the legal drama, Taylor's team is busy testing new privacy-friendly alternatives, like Topics API, promising almost the same ad magic without
the privacy concerns. 🕵️♂️💡 He's like a tech-world Gandalf, confidently navigating through the storm of economic and geopolitical uncertainties, committed to helping partners hit their targets. 🧙♂️🌪️ In the world of online ads, it's out with the old (cookies) and in with the new (APIs), and Taylor's message is clear: adapt or be left behind! 🚀🆕
In the wild west of Connected TV (CTV) advertising, it's a bit of
a rollercoaster 🎢 for the big guns, including Fortune 500 companies. Peer39's latest scoop reveals that nearly half of ads on divisive channels belong to these giants, while a sneaky 37% have found their way into the realm of fake content 🕵️♂️📺. It's like advertisers are at a masquerade ball, dancing with masked imposters! The quest for the right ad space in CTV is turning into a game of digital dodgeball, where dodging fake and divisive content is the new norm 🎯💥.
At Disney's Tech & Data Showcase, it's like they waved a magic wand over their ad strategy 🪄✨. Their Unified Ad Platform (UAD) is the new star of the show, boasting a homemade ad server and a brainy algorithm named YODA 🧠🌌. They're all in on UAD, predicting it'll handle half their ad spend by next year - talk about putting your eggs in one high-tech basket 🥚📊! With a 150% jump in demand for their ad slots,
Disney's playing it cool and unique, not chasing the open web like Google or Amazon, but focusing on their own kingdom of content 🏰💻. They're like the friendly giant in the ad world, shaking hands with everyone from EDO to Samba TV, and even The Trade Desk, making it super easy for advertisers to join the Disney parade 🤝🎪. In the wild world of ads, Disney's not just playing the game; they're rewriting the playbook 📖🚀.
Domino's is dishing out $500,000 in "Plowing for Pizza" grants to keep carryout customers cozy during winter. You can win $25,000 for your city, along with winter gear 🧣❄️ and pizza gift cards 🍕. This pizza rescue mission follows their previous efforts like Apple CarPlay integration 📱🚗 and "Emergency Pizza" 🚨🍕. Kate Trumbull, Domino's Chief Brand Officer, and Matt Talbot from WorkInProgress discuss how they're obsessed with hot pizza 🔥🍕 and
willing to go the distance 🛣️. They're not afraid of long-term plans, even if it takes a year or more 🗓️, because, in the end, it's all about being top-of-mind 🧠 and delivering hot, delicious loyalty 🤝. 🍕❄️🚗🍍🌨️🎩📆🚚🔥🎁🛣️🍽️🍕
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Billion-Dollar Blindspots: The ANA Report’s Eye-Opening RevelationsIn the complex world of digital advertising, the Association of National Advertisers (ANA) has released a groundbreaking report, shedding light on the often opaque and misunderstood
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Roblox Roulette: Why Some Brands Win, and Others Just Lose
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OOH LA LA: THE TRANSFORMATION OF OUTDOOR ADS FROM SIMPLE TO SMART
In the labyrinth of advertising history, Out-of-Home (OOH) advertising stands like an ancient monolith, etching its story into the very walls that house our everyday lives. From the
first lease of a billboard in 1867, a time when the world was draped in the smoke of the industrial revolution, to the neon-drenched present, OOH advertising has not just survived; it has thrived, morphing with the ages, mirroring human ingenuity.
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As we approach 2024, the global advertising market is on the brink of surpassing the $1 trillion mark, marking a new era in the world of advertising technology (AdTech). This burgeoning field, a
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NO MORE CREEPY ADS: THE RISE OF CONTEXTUAL TARGETING
In the ever-shifting, often bewildering universe of digital advertising, marketers are forever on the prowl for the latest tricks to mesmerize their audience while preserving their privacy. We’ve talked about
this numerous times here. In recent times, one tactic has risen steadily through the ranks – Contextual Targeting. It’s a peculiar beast, distinct from its shadowy cousin, Behavioral Targeting, in that it doesn’t stalk individual user habits but rather takes root in the contextual soil of web page content. In this expedition, we embark on a deep dive into the realm of Contextual Video Advertising, probing its innards, technological sinews, and the capricious
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FIND A WAY: THE TRUE BIG CREATIVE
Get the creative narrative right, and you’re more than halfway there, regardless of the media strategy. Of course, in those days the targeting choices were very limited, as broadcast reach was highly concentrated. With limited channels and the
Internet in the realm of DARPA researchers, it was easy to reach just about everyone but far more difficult to persuade those to whom the ad was particularly relevant. Targeting in those days was best performed in special interest magazine publishing (we miss Soap Opera Weekly).
Wrong Way Fast forward to the Internet era. The data hustlers had a new war cry: creative/schmeative!
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PRIVACY MASQUERADE: ARE TECH GIANTS PLAYING US FOR FOOLS?
Our personal details are the coin of the realm — and we find ourselves at an odd juncture—a privacy parade, bustling and vibrant, with tech titans and data brokers waving the banners high for data
protection and user privacy. Yet, if one dares to peek behind the elaborate floats and the glossy brochures, the truth is not so festive. It’s a parade, alright, but one that marches to a tune that’s far more complicated than it appears.
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THE ALCHEMIST’S GUIDE TO STREAMING: TRANSMUTING PIXELS INTO GOLD
In the dim-lit rooms of 90s family homes, the familiar drone of a cable box would hum in the background, anchoring households to one shared reality: the televised
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There was a certain comfort, a certain predictability to the rhythmic switch between channels. But as time pressed on, that comfort faded, the predictability lost to the maddeningly vast digital universe of streaming. “Canceling cable was liberating,” said a friend recently, their voice wistful, “but now? Every night is a dissertation defense on what to watch next.” Megan Halscheid, a bespectacled woman in her mid-thirties with an analytical mind,
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