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VuePoints – Autumn 2023 – E4

VuePoints / October 20, 2023

 I’m John Cobb , the CEO and co-founder of VuePlanner . I’m thrilled about the latest newsletter for this week, where I’ll be discussing significant developments in #VideoMarketing, #AI, #Streaming, #CTV, #YouTube and beyond. I’ve curated noteworthy industry updates from the past week to keep you informed in our constantly evolving field. I hope you find it valuable!

YouTube passes Netflix as top video source for teens 

This new CNBC report revealed that YouTube has overtaken Netflix as the preferred video source for teenagers. This marks a significant shift in teen viewing habits, indicating a growing preference for YouTube over traditional platforms. The report highlights the rising popularity of YouTube among young viewers and its impact on the way teenagers consume video content. This change reflects the evolving landscape of online entertainment choices among the younger demographic. Learn more.

How advertisers can leverage AI and automation at scale

According to this MarTech article, advertisers are gearing up for 2024 by integrating AI and automation into their strategies. Achieving a balance between these technologies is crucial, ensuring human oversight alongside strategic automation. Automation addresses challenges tied to large ad programs, optimizing resources and strategic planning. AI complements automation by enhancing content, improving customer experiences, and ensuring brand compliance at scale. Adopting an “attended AI” approach allows advertisers to drive efficiency, expedite campaign execution, optimize content delivery, analyze data, and enhance client relationships, ultimately achieving precision execution while fostering creativity in advertising strategies. Learn more.

Google’s AI-powered search experience can now generate images, write drafts

 Google has introduced an AI-powered search experience capable of generating images and writing drafts, according to a TechCrunch report from this month. The new feature enables users to search for information and receive visual results generated by AI algorithms. Additionally, the system can assist in drafting content, showcasing Google’s advancements in AI technology. Learn more.

Q4 Streaming CPMs Sink And Narrow Among Top 4 Services

According to this eMarketer article, streaming platform CPMs are decreasing and narrowing among major services like Netflix, #Disney+, #Peacock, and Hulu. In the fourth quarter of 2023, the CPM range between these platforms is estimated to be from Netflix’s $47.05 to Hulu’s $25.32, showing a reduction from the previous year’s gap. The decline in CPMs is attributed to a weak TV-video upfront market and increased competition from new ad-supported streaming options, with legacy TV network-based companies also experiencing slight declines in advertising rates. Learn more.

Ad-free viewing is getting more expensive

As discussed in this Marketing Brew article, Disney+ has increased the price of its ad-free plan to $13.99 per month, up from $10.99, marking the second price hike in less than a year. The ad-supported tier remains at $7.99 per month. This change follows a trend in the streaming industry, with platforms like Hulu and #Discovery+ also raising their prices for ad-free viewing. These price hikes aim to encourage more subscribers to opt for ad-supported tiers, as streaming services seek to boost their ad business and increase profitability, though they also raise concerns about subscriber churn as consumers look to save money amid economic pressure. Learn more.

Netflix Q3 Ad Option Soars 70%, Accounts For Nearly A Third Of Sign-Ups

In the Q3 of 2023, Netflix exceeded expectations by adding 8.8 million net paid global memberships, contributing to higher-than-projected revenues of $8.5 billion. As this MediaPost article reports, this growth was attributed to factors like increased membership from lower average revenue per member (ARM) countries, limited price hikes, and changes in subscription plans. Netflix now boasts 247.15 million global subscribers, with a significant boost coming from its “Basic With Ads” advertising option, which saw a nearly 70% increase in the third quarter. Netflix plans to raise prices in the U.S., the U.K., and France, with the “Basic With Ads” plan remaining competitive at $6.99 per month in the U.S., aiming to maintain strong financial performance into the fourth quarter of 2023. Learn more.

This week I have been enjoying the Six Sells Podcast hosted by Mike Nicholson. Every episode is  about marketing, media, advertising and technology. The show invites senior leaders to talk about a number of the topics and challenges that are top of mind at that time. The latest episode features a riveting conversation with Marc Guldimann , CEO, at @Adelaide about attention metrics. Give it a listen.

This week, we have a tripe spotlight! The first post of the week spotlight goes to Casey Hurbis , CMO at Rocket Mortgage . The post linked below features Casey teasing us with some insight on the Marketing & Client Growth Game Plan meeting in a unique way. Gotta love Casey… Go check it out for yourself here.

Next, I want to highlight Brand Innovators‘ recent post that features some great photos from their Marketing Leadership #BISummit during #AdWeek in NYC. Check out the post, all of the photos, and even the videos they have released on this event here.


And finally, for a dose of motivation, I want to also features Matt Barash’s latest post. Matt is the SVP at Index Exchange, and his short post made me smile. I encourage you to check out his inspiration message here.