Hi there! I’m John Cobb, CEO and Co-Founder of VuePlanner. I wanted to take a moment to share a weekly recap of some content surrounding the #AdTech, #AIand, #advertising ecosystem. In this newsletter, I will share digestible pieces of industry content socialized and shared each week. I hope this resource brings you value and makes it easier for you to stay up to date on our ever-evolving world.
AI Covered at NewFronts Sales Event
The Wall Street Journal just published an article covering the #NewFronts media showcases for digital ad buyers featured presentations from companies like #Amazon, #Roku, and NBCUniversal’s #Peacock, focusing on artificial intelligence (AI), entertainment-industry turmoil, and new metrics for advertising success. The ongoing Writers Guild of America strike impacted the events, with WGA members picketing Peacock’s presentation. Digital publishers aimed to claim a share of the video advertising market, particularly in the streaming space, as the lines between digital video and traditional TV continue to blur. The future of video advertising lies in multiple measurement currencies and a shift towards measuring actual attention and business outcomes rather than reach and frequency. AI was also emphasized, with companies like Roku and Snap showcasing AI-driven features for targeted advertising and user interactions. Learn More.
Understanding Why Consultancies are investing in Generative AI
PwC, the accounting and consulting giant, has announced a $1 billion investment to scale its own #AI capabilities and support its clients’ adoption of the technology over the next three years. The investment includes access to Microsoft’s OpenAI Azure cloud platform, as well as #OpenAI‘s GPT-4 and ChatGPT models. #PwCaims to fund AI-related projects, train its workforce, and assist clients in navigating the transformative impact of AI on industries. Other consultancies, such as Deloitte and Accenture, are also investing in generative AI practices, reflecting the growing interest in the technology across various sectors. Learn more.
Tips and Tricks for Using Chat GPT
Download your free copy of #AccountMedia ’s guide for using ChatGPT for account-based marketing. This comprehensive guide will explore how marketers can leverage #ChatGPT to create bespoke target account lists, convert company names into email domains and websites for data matching, write industry-specific copy, and utilize other tools and tricks for ABM success. Download yours!
How to Tell if Your Influences Marketing is Progam Compliant.
In 2022, global spending on #influencermarketing reached over $16 billion, with an 18.8 percent increase compared to the previous year. In this article, Cliff Campeau discusses this growth being fueled by the perceived return on investment, claiming an average return of $5.20 for every $1.00 invested. However, regulatory organizations like the U.S. Federal Trade Commission (FTC) have started scrutinizing influencer marketing practices to protect consumers from deceptive advertising. The #FTC considers influencer marketing to be subject to the same rules as any other type of advertising, requiring clear and conspicuous disclosure of material connections between influencers and brands. Marketers need to be aware of the potential legal pitfalls associated with influencer marketing and take steps to ensure regulatory compliance. Learn more.
TV with a Twist!
Painting with a Twist, a franchise-based company, recently expanded its advertising strategy to include television through connected TV (CTV). Partnering with MNTN and #FreeWheel, they were able to target their desired audience and track the success of their TV campaign. As a result, they saw a 17 times higher return on ad spend (ROAS) and experienced significantly better conversion rates compared to their digital-only campaigns. This demonstrates the power of CTV in reaching a defined geographic target and achieving measurable results for brands. Read more about this #ANA article from Alex Strickland here.
How Clarks is Leveraging the Media Retail Network
This Glossy article by Zofia Zwieglinska discusses how footwear brand Clarks is leveraging media and retail networks to drive customer #engagement and boost sales. Clarks has partnered with media companies and influencers to create content that resonates with its target audience and promotes its products. By strategically using these networks and platforms, Clarks aims to connect with consumers on multiple #touchpoints and provide a seamless shopping experience both online and offline. The brand’s approach showcases the importance of utilizing diverse marketing channels to build #brandawareness and drive #customerloyalty. Read more.
Despite Layoffs, Podcasting is Optimistic about AI
Hana Yoo’s AdExchanger article discusses how podcasting is experiencing a slowdown, leading to layoffs and canceled podcasts from major companies. However, the mood at the recent #IAB Podcast Upfront was hopeful, with a focus on content, brand safety, and first-party data. Despite the challenges, #podcastadvertising revenues in the US increased by 26% in 2022, reaching $1.8 billion, and are projected to reach $4 billion by 2025. Artificial intelligence (#AI) is being leveraged for brand safety, with Barometer and ArtsAI offering a product that allows in-flight monitoring and episode-level suitability analysis. Additionally, podcast hosting platform Acast is emphasizing the value of first-party data for targeting audiences effectively. Learn more.
Podcast Listeners Also Stream CTV
Podcast listeners and connected TV (#CTV) audiences share similarities, with both demographics typically being well-educated, higher-income individuals who are selective about the content they consume. However, targeting these audiences effectively presents challenges due to the lack of identifiers in podcast inventory and the unique measurement limitations of digital audio. The Trade Desk and Acast are working on solutions to connect audiences and provide addressability at the household level, allowing for more targeted and privacy-centric advertising. Additionally, the alignment between CTV and podcasting creates opportunities for sequential advertising and complementary campaigns. Learn more.
Highlights from Brandcast 2023
The article by Anne Marie Nelson-Bogle highlights key trends and updates from YouTube’s #Brandcast 2023 event. #YouTube announced new features and initiatives, including #YouTubeShorts Studio for content creators, improvements to YouTube Kids, and expanded opportunities for advertisers with YouTube Select. The company emphasized its commitment to supporting diverse voices, promoting responsible content, and leveraging the power of community and connection on its platform. Read more.
This week I have been enjoying The Moss Appeal Podcast on YouTube. This podcast covers how to balance data, tech, and creative in TV advertising and is hosted by E. B. Moss. I was lucky enough to meet with E.B. in-person at a recent IAB Podcast Upfront. We had a wonderful conversation and I thank her for this submission to our newsletter.
If you too, have an article, podcast, or video that you think belongs in this newsletter, please reach out to our team at marketing@vueplanner.com to learn more.