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VuePoints – Autumn 2023 – E3

VuePoints / October 13, 2023

Hey There! I’m John Cobb CEO of VuePlanner . I’m excited about this week’s newsletter which covers important updates in #VideoMarketing, #AI,  #Advertising, #CTV and more. I’ll be sharing carefully selected industry highlights from the past week to help you stay informed in our ever-changing field. Hope you find it helpful!

Content, Not IP Addresses, Should Be The Focus Of CTV Targeting

According to AdExchanger’s latest article, The use of IP addresses as the primary targeting method in the $26 billion CTV ad market is facing challenges due to evolving data privacy standards. While #IPAddresses have been widely used, they are becoming increasingly difficult to employ due to privacy concerns and potential legal restrictions. Universal IDs, which allow user identification across devices, could be an alternative, but the lack of standardization delays their widespread adoption. Content metadata, focusing on the specifics of what CTV audiences are watching on a scene-by-scene basis, offers a viable alternative. By understanding content consumption patterns, advertisers could align ads with relevant moments in shows, creating a brand-safe and precise CTV ad targeting model while bypassing privacy concerns associated with audience targeting methods. Learn more.

Why Today’s CTV Attribution Models Fall Short

Traditional television advertising is undervalued despite its yearly revenue of nearly $90 billion, significantly overshadowed by the $263 billion spent on online media. Another AdExchanger article discusses how connected TV (#CTV) offers a solution by merging brand-building with direct sales outcomes, bridging the gap between #branding and #performanceadvertising. However, CTV attribution presents challenges, especially when applying traditional TV methods in the CTV context. To accurately attribute conversions through CTV, marketers need to adopt methods that consider various factors, including different ad channels and organic sources, emphasizing the need for precise attribution methods like UTM codes. Cross-device attribution, when combined with accurate source validation, paves the way for a new era in television advertising, integrating the strengths of online performance marketing. Learn more.

Nine Experts Share How Advancing Tech Will Impact Video Marketing

This Forbes article discusses how the future of video marketing will be shaped by advancements in artificial intelligence (AI), machine learning (ML), virtual reality (VR), and augmented reality (AR). AI and ML will enable customized content tailored to individual viewer behavior, blurring the lines between content and commerce, making videos shoppable experiences. Interactive marketing will become embedded in videos, allowing viewers to navigate pop-ups and make purchases directly from the content. AI-driven analysis of viewers’ emotions and expressions in real time will fine-tune video pacing and messaging, creating a personalized and emotionally resonant experience. These technologies will also lead to the emergence of AI-generated content creators, rapid A/B testing of videos, and the expansion of digital content volume through easier editing and enhancement facilitated by AI. Learn more.

Unbundling AI

This article from Benedict Evans covers the introduction of #ChatGPT 3.5, a powerful language model, marks a significant advancement in AI technology. While it promises to answer any query, its probabilistic nature raises challenges as answers are not always definitive. This poses a science problem in AI, as there’s a need to address uncertainties and potential errors in responses. Additionally, the product-related challenges include determining the right interface for users and managing user expectations regarding the accuracy of responses. The shift from a process-oriented approach to a question-and-answer model with LLMs raises fundamental questions about how to effectively utilize this technology, with the need for specialized UIs and tools to harness its potential. Learn more.

Social Platforms Start Tasting the Bitter Fruit of Generative AI

Digiday’s recent article discusses how social platforms are facing challenges as new AI features lead to deepfake ad scams and problematic content creation. Celebrities like Tom Hanks and Gayle King have warned about #deepfake ad scams misusing their likeness. Additionally, Meta’s AI stickers have stirred controversy, highlighting the real-world consequences of AI-related misinformation and privacy risks, raising concerns among regulators and industry experts about the potential misuse of synthetic voices in disinformation campaigns, especially in the context of upcoming elections. Learn more.

Walking Fast, Earning Less, Dreaming of Founderland

This humorous and insightful piece from Summation and Five Links by Auren Hoffman 📚 delves into the eccentricities of founders, portraying them as quirky yet essential figures in the business world. The article highlights unique traits like fast walking and the ability to navigate chaos, emphasizing the significance of understanding the founder’s vision for a successful venture. It also discusses the concept of founder mafias, emphasizing the importance of a close-knit team for enduring companies. The piece concludes with a comparison between the dedication of employees in startups versus larger corporations, underscoring the advantage startups have in building a passionate and committed workforce. Learn more.

This week I have been enjoying the MTM Visionaries podcast. In this episode in particular, Marie Gulin-Merle , Global Vice President of Ads Marketing at Google, and  Anne Marie N., Vice President of YouTube Ads Marketing at  Google, joined Nadine Dietz  for an exciting conversation around  AI,  career growth, and navigating big life changes—both personal and professional.  I encourage you to listen for yourself here.

This week’s Post of the Week honor goes to one of Andy Plesser ’s recent posts. His post promotes the Beet.TV Retreat in Santa Monica that is quickly approaching and he shouts out some of the people and brands that will be in attendance. Personally, I am really looking forward to the retreat and I want to thank Andy for the shoutout! Check out the post for yourself here.