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VuePoints – Autumn 2023 – E6

VuePoints / November 8, 2023

Good spooky afternoon, fellow thrill-seekers! I’m John Cobb , your eerie guide through the shadows of innovation, and CEO of VuePlanner ! In honor of tick-or-treating, you will be getting an extra special treat of an early newsletter this week. Brace yourselves, for within this newsletter, I’ll unravel the mysteries lurking in the depths of Q4 CPMs, the dark arts of AI, the bone-chilling tales of YouTube Upfront, and much more. These are no ordinary updates; they’re carefully exhumed from the past week in our ever-shifting industry. I’ve summoned the spirits of knowledge to keep you bewitched and well-informed. Consider this newsletter your enchanted grimoire, and may you find these unearthed secrets simply spellbinding!

YouTube Strikes 3-Year Lincoln Center Deal For Its Brandcast Upfront

This MediaPost article discusses how YouTube has struck a significant three-year deal with the Lincoln Center for the Performing Arts. The partnership involves live streaming and digital distribution rights for several of Lincoln Center’s artistic performances and events. YouTube will have exclusive access to broadcast events such as concerts, dance performances, and theater productions, aiming to expand the cultural reach of these artistic endeavors. This collaboration highlights YouTube’s ongoing efforts to showcase high-quality, live cultural content to its global audience. Learn more.

Ad Rates For Twitter/X Plunge While TikTok’s Skyrocket, Study Shows

MediaPost has got some great articles this week! This one covers how ad rates on TwitterX have experienced a significant decline, causing a plunge in advertising costs on the platform. In contrast, TikTok‘s ad rates have skyrocketed, reaching unprecedented levels. The drastic drop in TwitterX ad rates could be attributed to various factors, including changes in user engagement or ad demand. Meanwhile, TikTok’s soaring ad rates indicate the platform’s increasing popularity among advertisers, potentially due to its growing user base and engaging content format. Learn more.

More Companies are Advertising AI as Spending Picks Up

This Digiday article reports that the marketing of generative AI, capable of creating diverse and dynamic content, is in its early stages. Businesses are beginning to explore the potential of generative AI for various creative applications. Despite its novelty, marketers are already intrigued by the technology’s ability to produce unique content at scale. The article highlights the growing interest in leveraging generative AI tools to enhance creative processes, indicating a promising trend in the marketing industry. Learn more.

IAB Report Tracks Podcasting’s Evolving Ad Trends, Including Rise Of Brand Campaigns

A report from IAB delves into the evolving advertising trends within the podcasting realm. The study highlights a significant rise in brand campaigns, indicating a shift towards more established marketing strategies within the podcast industry. This trend suggests that brands are increasingly recognizing the potential of podcasts as a valuable advertising medium. Additionally, the report likely explores the changing landscape of podcast advertisements, showcasing a growing interest among advertisers to invest in this audio platform for reaching their target audiences effectively. Learn more.

This week’s post of the week spotlight goes to Marta Martinez, the Managing Director of Data, Technology, and Measurement at Google. She write about how audiences are already flocking to YouTube to catch the most impressive Super Bowl highlights, the funniest bloopers and the best ads. In fact, according to her post, during the Super Bowl season, YouTube reached 88% of adults 18-49 with a Super Bowl ad vs. 68% on TV. Check out her full post here.


 As the weather has been getting colder, I have been enjoying listening to Marketing Over Coffee with my own cup of coffee. The hosts John J. Wall and Christopher Penn do a great job covering the topics in a fun way. episode I have linked below talks about Llama 2 Long, Taylor Swift Ruling the Earth, AI, Pet Detection, and more! Give it a listen for yourself here.