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From Gut Feelings to Gigabytes: The AI Marketing Metamorphosis
Today AI stands like a monolith. Not just as a technological achievement, but as a beacon for what our future holds. No longer is AI just a buzzword; it’s intertwined with our everyday existence, particularly in the world of business and marketing. The crescendo of the digital age is echoed by businesses and their marketing efforts. The bridge between businesses and the ever-evolving consumer is now maintained by Artificial Intelligence. Deep insights into consumer behavior, understanding minute preferences, and predicting future consumer trends have turned marketing into a sophisticated game of chess. The king? AI Marketing. Imagine a world in which a business doesn't just respond to a consumer's needs but anticipates them, weaving together a tapestry of desires even before they coalesce fully in the consumer's mind. This is no longer the realm of science fiction; it's the reality sculpted by AI marketing. Using vast and intricate data sets as its foundation, AI meticulously examines the nuanced patterns of consumers’ online behaviors. This gives businesses not just a glimpse, but a panoramic
view into the minds of their target audiences, enabling them to tailor their strategies with unprecedented precision. The traditional narrative of marketing, characterized by human intuition and manual analysis, is undergoing a profound metamorphosis. Algorithms have begun to take the lead, using data not just to inform, but to shape and dictate the overarching marketing tale. They're
storytellers in their own right, crafting narratives based on the digital footprints we leave behind. This tectonic shift is reflected in the explosive growth in AI spending. The staggering 550% increase in just one year, from 2022 to 2023, isn't merely a statistic; it's a testament to AI's burgeoning indispensability in the marketing arena. And while the colossal tech behemoths like IBM and
Salesforce undeniably play a pivotal role in driving this transformation, the narrative is by no means monopolized by them. The AI marketing tapestry is rich and varied, with threads of innovation interwoven by both industry titans and nimble startups. Companies like Dialpad, though not as historically entrenched in the tech landscape, are introducing fresh perspectives, ideas, and solutions
that challenge and complement those of their larger counterparts. Together, they are collaboratively sculpting an AI-driven future, one that promises to revolutionize not just marketing, but the very fabric of business-customer relationships. From TV to print to online video, AI's influence on advertising is evident. The format might vary, but the underlying principle remains consistent –
more precise, targeted, and efficient advertising. However, beyond the numbers lies a bigger story – one of evolution and competition. As AI technology becomes more accessible and affordable, the narrative is no longer dominated solely by the giants of the industry. Startups and innovators are making significant inroads, challenging established norms and shaping the future of AI advertising. While AI is the overarching theme, its subsets like machine learning (ML) and computer vision are the real game-changers. Machine learning has been transformative, especially in personalization. From individualized product recommendations to demand anticipation, ML has revolutionized the marketing space. Furthermore, computer vision is providing brands with an edge in
tracking their product visibility across the digital expanse, ensuring consistent brand messaging and offering tools for quality control in supply chain mechanisms. The meteoric rise of AI does come with its own set of challenges. As more players enter the field, there's an inherent risk of saturating the market. Furthermore, with great power comes great responsibility. AI's carbon
footprint, ethical dilemmas surrounding data bias, concerns about security and privacy, and looming regulatory frameworks are all factors businesses need to grapple with. It’s not enough to just be on the AI bandwagon; navigating its challenges with foresight and responsibility is paramount. Perhaps the most profound revelation in the AI marketing sphere is the evolving understanding and
application of contextual advertising. The concept isn't particularly new; marketers have always known that relevance is key to capturing attention. However, the capabilities that AI brings to the table allow for an unparalleled level of precision and personalization. According to a groundbreaking study by the Alliance for Video-Level Contextual Advertising (AVCA), there's now empirical
evidence to support what many in the industry had long suspected. Hyper-relevant ads, which are meticulously tailored to align with the content that consumers are actively engaged with, aren't just slightly more effective – they capture nearly four times more attention. To put this in perspective, consider the inundation of advertisements that the average consumer faces daily. In such an environment, standing out is no small feat. Therefore, the ability to quadruple engagement is nothing short
of revolutionary. This is not just a fleeting trend that will ebb away with time; rather, it signals a fundamental paradigm shift in how we understand and conduct advertising. The days of generic, blanket advertising—casting a wide net in hopes of catching a few relevant consumers—are on the decline. Such tactics, though they may have been effective in a less digital, less saturated age, are
increasingly perceived as intrusive and irrelevant in today's media landscape. Emerging from this transition is the era of hyper-contextual advertising, powered by sophisticated AI algorithms. These algorithms analyze vast amounts of data at lightning speed, discerning patterns and preferences that would be impossible for human marketers to grasp. They can determine not just what a consumer
might be interested in, but also when they would be most receptive to a particular message and in what context. This isn't just about pushing a product but about crafting a narrative that resonates with the consumer's current mindset and environment. In essence, AI-driven hyper-contextual advertising is redefining the contract between advertisers and consumers. It promises consumers a more
curated, relevant, and less intrusive ad experience. In return, advertisers gain the potential for dramatically increased engagement and conversion rates. As this new era takes hold, both brands and audiences stand to benefit from a more meaningful exchange of value. From being a revolutionary idea to becoming a staple in marketing arsenals, AI's journey has been meteoric. The relationship
between businesses and consumers has never been more dynamic, and at its heart lies AI. As AI continues to evolve and reshape our world, one thing is certain: the future of marketing is not just about technology, but about the intelligent, ethical, and responsible application of that technology.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🇪🇺✍️ EU’s Digital Services Act makes social apps report active user stats. TikTok spills the beans: 🥖France and 🍻Germany lead, while 🌅Malta and 🏰Luxembourg chill at the back. Targeting EU markets? Check the list!🎯 Meanwhile, X dangles perks for Premium+ subs at $16/month: 🛠️Creator tools, no ads, but no blue check for Basic
subs. 🙅♂️😔 And Instagram's Threads? They're stitching in new features! Soon, devs can auto-post alerts across Meta channels.🔔🔄 So, devs, ears open!👂🚀
🦊🌍 Firefox is gearing up to debut a simplified Global Privacy Tool in its upcoming version. With a click, users can tell companies "🙅♂️Don't
share my data!"— an internet-wide "no thanks" to targeted ads, rather than opting out piecemeal. 📜States like California and Texas are on board, legislating firms to respect these universal opt-outs. While Firefox 120 will have it off by default (but on in incognito 👻), other browsers like Brave have it always on. 🤔 Critics? Ad folks claim it infringes on "commercial speech" rights. Stay tuned for Firefox 120's release next month! 🚀🗓️ 🎃🥤 This Halloween, brands got spooky with everything, even juice! Pom Wonderful turned the terrifying topic of free radicals (boo! 😱) into a nationwide ad campaign, casting them as creepy creatures like aliens and ghosts. 🛸👻 Margaret Keene from Wonderful Agency had a mission: make antioxidants in Pom understandable and engaging. Result? Ads featuring monsters symbolizing health threats with the message: fight them off
with Pom! 🥊🥤 This "frightful" campaign's not just on TV; it's haunting social media and cinemas, even teaming up for a "Halloween" movie night! And there's a hint: more creative ideas might just resurrect for future ads. 🎥🍹👾
📲💬 Threads is on 🔥! With a cool 100M daily active users, Zuckerberg's baby
app is dreaming big, eyeing the 1-billion mark 🎯. Not just resting on its laurels, Threads rolled out shiny new features: polls 📊 and GIFs 🎉. While these might remind you of a certain bird app (cough X cough), there's a twist. Threads' polls stick around for a day, and you get to pick who votes. As for GIFs, they're old-school cool, available right next to the image gallery. While Threads' recent updates might feel like déjà vu (looking at you, trending topics and edit button),
Zuckerberg's aiming to build a sunnier social space. ☀️🔄 #ThreadsVsX 🖥️✅ Adform, the big player in programmatic ad tech, gets another gold star 🌟 from the Media Rating Council (MRC). Since 2017, MRC has been giving them the thumbs up👍 for their metrics, and they've done it again for desktop,
mobile web, and mobile in-app metrics (both display and video). That's not all – Adform recently got a nod for their work in CTV 📺. Plus, they're flaunting certs from DAA, IAB, NAI, TAG, and ISO/IEC 27001. Talk about being in the ad industry's good books! 🏆📊 #AdTechMVP U.S. ad market's on the up, but just
barely! 📈 With a 0.1% rise in September, it's a hat-trick of monthly gains after a slump. 🎩💹 While we're 2.0% down from 2021's record-breaking September, it ain't all gloom amidst recession whispers. 📉👂 Kudos to the little ad categories for pulling weight with a 1.7% boost, while the big guns dipped 1.0%. 🐭💪 vs. 🐘⬇️. Meta's on the seesaw's high-end, legs dangling with a 23% revenue jump to $34.15B 📈🦵. More eyes on ads with a 31% rise in impressions, though each ad's 6% cheaper. 🤑 Meanwhile, 2.09B folks logged in daily in September (5% up YoY). 🌍 Snap's not slacking; 400M total users, 406M daily, with 12% YoY growth 🚀. And, their chatbot MyAI is buzzing with 20B+ messages from 200M users 🤖✉️. Revenue? A cool $1.19B, up by 5%. 💰 Amazon's in the spotlight with
181M EU users, earning the "very large online platforms" badge and extra regulations 🏅🔍. They're not thrilled, but hey, green is everyone's color, especially in marketing! 🟢👌. In Utah's tech industry, a booming hub dubbed "Silicon Slopes", women face unique challenges and stark inequities. 🏔️🔧 Trina Limpert, once deemed a "risky hire" because she's a woman, felt
gender disparities that many echo. Despite Utah's tech job growth leadership, it lags behind in women's equality metrics. 📉💼 A blend of political conservatism and a high Mormon population influences the tech culture. The state exhibits one of the worst gender pay gaps in the US, and societal expectations lean towards women as primary caregivers. 🏡👩👧👦 Many women describe the environment as a "Mormon boys' club", with church missions often seen as a badge of honor, especially in sales.
Amidst this backdrop, women strive for equity and respect in an industry where gender norms are firmly entrenched. 👩💻🚫🔄.
🤔 WPP's GroupM is feeling the heat, with insiders raising eyebrows at CEO Mark Read's recovery strategy. 📉 After a string of account losses, totalling billions in ad spend, rival agencies are having a field day. 🏆 The whispers around the ad-world water cooler suggest major shake-ups, and many are waiting with
bated breath to see if Read can make WPP shine again.
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SPO: NAVIGATING THE CANNIBALISTIC CHAOS OF AD TECH Where jargon flows freely and acronyms rule the day, there exists a creature so elusive and enigmatic that it sends shivers down the spines of
even the most seasoned ad tech experts. This creature, my friends, is known as Supply Path Optimization (SPO), and it’s a beast that’s been lurking in the shadows, ready to sink its teeth into the industry. So, what the heck is SPO, you might ask? Well, grab your decoder rings and hold on tight, because we’re about to dive into the murky waters of this cannibalistic practice. READ MORE NOW
Email Marketing Law Update: Google Announces New Requirements for Bulk Email Senders to Gmail On October 3, 2023, Google released an
announcement entitled “New Gmail protections for a safer, less spammy inbox.” By February 2024, Google will require bulk senders to authenticate their emails, allow for easy unsubscription and stay under a reported spam threshold.
“…[T]oday, we’re introducing new requirements for bulk senders — those who send more than 5,000 messages to Gmail addresses in one day — to keep your inbox even safer and more spam-free,”
according to the announcement. READ ARTICLE
HOW GIANTS LIKE NETFLIX ARE CIRCLING BACK TO CABLE’S SHADOW The age of streaming dawned with a promise, a vision of a horizon where content was king, and viewers were no longer shackled
by the constraints of traditional cable. But as the years have rolled on, those early promises seem to have evaporated, much like morning mist under the blazing sun. Today, we stand at a curious juncture where the once-revolutionary pioneers, like Netflix, echo the missteps of the very institutions they vowed to replace. READ MORE OF THIS STORY
The Ascendancy of Connected TV: A Dive into the Future of Advertising In the dim light of modern living rooms, a battle is being waged: the evolution of television consumption. From black-and-white family gatherers to colorized rectangles of
entertainment, TVs have long been the center of home recreation. Today, the rise of Connected TV (CTV) marks a significant shift in how we view and interact with content. As Millennials, Gen X, Y, and even Gen Z make their mark, they’re tuning into CTV like never before. READ THE FULL STORY
The Murky Waters of Podcasting Ad Fraud The digital soundscape of podcasts has experienced exponential growth. Millions worldwide tune in every day, taking solace in the intimate embrace of a podcast's
comforting audio. Like any influential medium, podcasts have piqued the interest of advertisers and with that, an influx of capital. But this golden age for podcasts, with its rapid expansion and significant revenue milestones, is facing the timeless ailment of the advertising world: fraud. READ MORE
ADTECH’S SECRET SAUCE: IT’S NOT ALL ABOUT THE CODE If you're anything like me, it's all too tempting to get caught up in the glitzy allure of cutting-edge software and groundbreaking products.
Adtech companies, often driven by an unwavering belief in their innovative solutions as the ultimate game-changers, have been swept away by the irresistible current of technology. As the adtech industry continues to grow, it is becoming increasingly important for companies to differentiate themselves from their competitors. According to Joe Zappa, the Founder of Sharp Pen Media, the key to this differentiation lies in the
quality of service and caliber of individuals backing the product. Adtech companies often place a steadfast faith in their software or product, but this can lead to a focus on features and functionality rather than the overall customer experience. By prioritizing customer service and investing in top talent, adtech companies can set themselves apart in a crowded marketplace. READ FULL STORY
IS THE OPEN MARKETPLACE DONE? THE SLOW EXODUS FROM OMP TO DIRECT-SOLD ADVERTISING Ah, the digital
age – a world where you can have 500 friends yet be terribly alone, and where advertisers think they’re omnipresent until they realize 70% of their audience is in the digital witness protection program. But in an age of hyper-targeted advertising, there’s a plot twist worthy of a classic film noir. The Open Marketplace (OMP) – the trusted intermediary between publishers and advertisers – seems to be on the ropes. Are its days numbered? READ MORE OF THIS ARTICLE
FORTNITE: THE ULTIMATE PLAYGROUND FOR BRANDS AND GAMERS There’s a war going on, and it’s not just between the players. It’s a war for attention, for loyalty, for hearts and minds. It’s a war that brands are waging on the virtual battleground of Fortnite, the colossus of gaming that has captivated millions of fans across the globe. In this article, I reveal the secrets of Fortnite advertising, the psychology behind its appeal, the tactics employed by savvy marketers, and the fine line between enchantment and annoyance. READ THIS STORY
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