8 ANALYST PREDICTIONS ON THE FUTURE OF CHATGPT AND GENERATIVE AI IN MARKETING AND RETAIL
21. 4. 2023 “[AI] really does raise the bar in terms of what people are going to expect from you,” our analyst Jeremy Goldman said on our recent “ChatGPT and Generative AI” panel. As AI matures, it will become more specialized, automating mundane tasks, ushering in personalization, and changing the way consumers, retailers, and marketers use the internet.… Continue reading 8 ANALYST PREDICTIONS ON THE FUTURE OF CHATGPT AND GENERATIVE AI IN MARKETING AND RETAIL
WHY IT’S TIME FOR MARKETERS TO PAY ATTENTION TO GEN ALPHA
19. 4. 2023 Millennials are parenting. Gen Z is entering the workforce. And the never-ending wheel of time has spun a new generation for marketers to watch: Generation Alfa. The oldest members of this digitally native, pandemic-influenced generation are tweens now, and marketers need to pay attention to how today’s children differ from their Gen Z older siblings.… Continue reading WHY IT’S TIME FOR MARKETERS TO PAY ATTENTION TO GEN ALPHA
SVOD GROWTH IN THE U.S. MAY HAVE ALREADY PEAKED, AMPERE SAYS
19. 4. 2023 The average annual spend per U.S. household on video services is set to fall by 8% by 2027 according to the latest research from research firm Ampere Analysis, which adds that 2023 mark the point when per-household spending on subscription streaming (SVoD) services in the U.S. could no longer compensate for the continued decline in… Continue reading SVOD GROWTH IN THE U.S. MAY HAVE ALREADY PEAKED, AMPERE SAYS
ARTIFICIAL INTELLIGENCE COMPOSES, DRAWS AND COPIES. AND LAWSUITS ARE COMING
7. 4. 2023 Consider two music industry approaches to artificial intelligence (AI). One is taken by Giles Martin, son of Sir George Martin, producer of the Beatles. Last year, he used AI to remix the Beetles’ famous 1966 album Revolver. It learned from the original mono recording what all the band members’ instruments sounded like (John Lennon’s guitar,… Continue reading ARTIFICIAL INTELLIGENCE COMPOSES, DRAWS AND COPIES. AND LAWSUITS ARE COMING
IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS
29. 3. 2023 The in-game advertising industry has grown in fits and starts, with some advertisers balking at the current lack of premium inventory available in the space. But new data from Comscore shows that more gamers than ever are ready and willing to consume ads alongside their games. Marketers have long been wary about entering the gaming… Continue reading IN GRAPHIC DETAIL: GAMERS ARE WARMING UP TO IN-GAME ADS
AI COPYRIGHT RULING COULD POSE ISSUES FOR AGENCIES AND BRANDS
23. 3. 2023 New guidance from the U.S. Copyright Office could prevent marketers from claiming ownership of their work Brands and agencies are dealing with thorny issues around who owns work generated by AI, and the answer could be nobody. While these entanglements are being worked out, advertisers are having a hard time navigating the new world of… Continue reading AI COPYRIGHT RULING COULD POSE ISSUES FOR AGENCIES AND BRANDS
THE BIGGEST STAR OF SUPER BOWL LVII COMMERCIALS? NOSTALGIA.
21. 2. 2023 Although a range of companies are advertising their wares during Super Bowl LVII, a common theme runs through many of the spots: nostalgia. Many of this year’s crop of Super Bowl ads are playing it safe, tapping cultural references from the 1970s, ’80s and ’90s. For example, tennis champion Serena Williams stars in a Michelob… Continue reading THE BIGGEST STAR OF SUPER BOWL LVII COMMERCIALS? NOSTALGIA.
STUDY HOLDS UP A MIRROR TO VIDEO AD CREATIVE’S LACK OF DIVERSITY & BACKWARDS MOVEMENT
20. 2. 2023 Video advertising in North America is more ‘pale and male’ than it has been since 2019, according to new analysis of 1m ads by global media delivery platform Extreme Reach. Melinda McLaughlin, the company’s CMO, shares how the analysis was done, what it means, and what happens next. Extreme Reach recently published research showing that… Continue reading STUDY HOLDS UP A MIRROR TO VIDEO AD CREATIVE’S LACK OF DIVERSITY & BACKWARDS MOVEMENT
TV ADVERTISING ISN’T DEAD – IT JUST NEEDS MORE EFFECTIVE STRATEGIES
18. 2. 2023 Unifying the best brand-safe linear and digital strategies is the new advertising reality, argues Ampersand’s chief technology officer Gerrit Niemeijer. In today’s advertising landscape, brands are increasingly looking to implement precision targeting across media buys to both maximize the value of their data investments and improve performance. To do this, marketers have been leaning on… Continue reading TV ADVERTISING ISN’T DEAD – IT JUST NEEDS MORE EFFECTIVE STRATEGIES
HOT TAKES: WHY IS AD-SUPPORTED TV HOT AGAIN?
15. 2. 2023 Remember when the conventional wisdom was that the future of television was ad-free, that subscription alone would suffice and that The People just wanted to binge. That was so 2021. The last two years have seen a rapid rise in ad-supported TV. Everything from the FASTs to ad-supported versions of all nine major SVOD services. Consumers… Continue reading HOT TAKES: WHY IS AD-SUPPORTED TV HOT AGAIN?
5 TRENDS TO WATCH AT THE 2023 SUPER BOWL
9. 2. 2023 Beer, betting and big brands—top trends to watch that could define Super Bowl LVII. With Super Bowl LVII just one month away, the flow of brands announcing their stakes in the Big Game is well underway. But what will define 2023’s marketing faceoff is yet to be determined—perhaps it’s the fast reversal from 2022’s “Crypto Bowl” nickname,… Continue reading 5 TRENDS TO WATCH AT THE 2023 SUPER BOWL
SUPER BOWL COMMERCIALS—WHAT THE PUBLIC WANTS AND DOESN’T WANT IN THE ADS
8. 2. 2023 Bad news for Rihanna: Her halftime show in Sunday’s Super Bowl is only the third-most anticipated part of the festivities. According to a new Harris Poll survey, 82% of those who plan to watch the Big Game said that they are excited about the contest itself, 76% said they are looking forward to the ads… Continue reading SUPER BOWL COMMERCIALS—WHAT THE PUBLIC WANTS AND DOESN’T WANT IN THE ADS
A CONVERSATION WITH CHATGPT ON ADVERTISING AND CREATIVITY
2. 2. 2023 Some headlines would have you believe that OpenAI’s ChatGPT can do anything – copywriter Alex Hamilton used the tool to come up with a new brand idea and a launch spot: this is what he (and it) came up with. I wanted to put AI to the test and see if it could create the… Continue reading A CONVERSATION WITH CHATGPT ON ADVERTISING AND CREATIVITY
4 FACTS THAT WILL SHAPE TV ADVERTISING THROUGHOUT 2023
25. 1. 2023 Each year brings the opportunity to set a new direction and 2023 is no different. Appropriately, CES is a place each January where the future of media comes to life, acting as a guide to help buyers and sellers sink or swim as they navigate a new year. This year at CES, leaders across the… Continue reading 4 FACTS THAT WILL SHAPE TV ADVERTISING THROUGHOUT 2023
WITH THE RISE OF TIKTOK, TV ADVERTISING WILL GET A BOOST
25. 1. 2023 Since TikTok’s US launch in 2018, it has experienced explosive growth and increasing influence. And TikTok’s claim to fame isn’t just viral dance trends; the platform is impacting consumer buying patterns and advertising strategies. What started as an app for teens and young adults became more mainstream among older adults, especially during the pandemic. The… Continue reading WITH THE RISE OF TIKTOK, TV ADVERTISING WILL GET A BOOST
THE MOST POPULAR ADS ON U.S. YOUTUBE IN 2022
20. 1. 2023 The US YouTube has published its ten most popular ads for 2022, including videos from Amazon and BMW USA, as well as trailers for new movies and TV shows. Amazon Amazon’s 90-second spot stars Scarlett Johansson and Colin Jost, who humorously show what would happen during an average day if Alexa could read minds. The… Continue reading THE MOST POPULAR ADS ON U.S. YOUTUBE IN 2022
ASMR VIDEO CAN INCREASE BRAND AWARENESS
19. 1. 2023 ASMR video as part of an advertising campaign is proving to be a good way to increase brand awareness. Running and splashing water, putting a warm towel on one’s face, massaging the head – all of these are things that can make people feel very comfortable. In addition, it is also possible to transfer these… Continue reading ASMR VIDEO CAN INCREASE BRAND AWARENESS
THE GLOBAL TV GROUP GUIDELINE: LESSONS FOR ADVERTISING IN A RECESSION
5. 1. 2023 Research shows that cutting ad spend comes at a high cost to brand health and long term business results. Therefore the GTVG has put together a collection of insights from international industry experts to help you navigate uncertain time, and to ensure that the brand decisions you make today set you up for success tomorrow.
