“Audio all the time” is one of my core marketing beliefs for 2024, so I always like more evidence that it’s a good idea.
88% of TikTok users agree that sound is vital to the TikTok experience. And for 73%, sound prompts them to “stop and look” at an ad, while also making them less likely to skip, watch longer on average and feel more positive.
via TikTok
Advertising is the new subscription revenue for platforms and Apple wants a piece.
via Gizmodo
Apple just hired a 14-year ad executive from NBCUniversal, Joseph Cady, to further beef up its growing video advertising team
via 9TO5Mac
Apple is said to be testing an AI-powered ads platform with a select group of partners
A season of ch-ch-changes is coming.
For most of us the key to the great commercial or ad or marketing idea or message lies within something that is already true about what we do. We just need the eyes to see it and the guts to go for it.
😬
last year, the Association of National Advertisers (ANA) published a two-part report finding that 15% of programmatic, open-web advertising dollars went to MFA websites, totaling about $10 billion in ad spend.
A new report found
H&R Block served more than 2,100 impressions to one user on an MFA site within an hour.
…
Comcast paid an effective CPM of $2,628 to reach one consumer on an MFA site.
…
an ad-spend analysis on behalf of a Fortune 500 company and found that in the second half of 2023, it had spent at least $10 million on MFA websites
MFA is made-for-advertising aka junk
via Marketing Brew
Today a client said “it doesn’t matter what we think, let’s try stuff out and see what works.”
Music to my ears.
The Nudge podcast covered irrational prices, noting they essentially act as a hook cementing your brand in people’s minds (Costco’s $1.50 hot dog, Ryanair’s charging for everything, Supreme’s drop strategy, etc).
The gem is the bit at the end about loyalty programs.
[Pret A Manger] staff have a certain number of items or dollar amount they have to give away every week.
Random rewards.
Slot machine psychology meets unexpected moments of delight meets empowered employees meets positive emotions all around.
An equation for sharing.
A super cost effective marketing campaign.
What the birth of the spreadsheet teaches us about generative AI
There is one very clear parallel between the digital spreadsheet and generative AI: both are computer apps that collapse time. A task that might have taken hours or days can suddenly be completed in seconds
But
When a tool is ubiquitous, and convenient, we kludge our way through without really understanding what the tool is doing or why. And that, as a parallel for generative AI, is alarmingly on the nose.
Not great Bob!
Advertising still largely fails to adequately represent women with intersectional identities, either relying on stereotypes or failing to include them entirely
On the positive side
more women in ads are breaking free from their traditional placements in family and domestic settings, dropping from 66% of portrayals in 2022 to 30% in 2023.
Your customers should see themselves reflected in your brand and its ads.
via Campaign
Are the algorithms starting to turn on generative AI?
Google has updated Search to derank spam including:
- Scaled content abuse (aka made by AI)
- Site reputation abuse (junk third-party content on quality sites)
- Expired domain abuse (grabbing an expired domain and starting a spam farm)
The goal is to:
better understand if webpages are unhelpful, have a poor user experience or feel like they were created for search engines instead of people. This could include sites created primarily to match very specific search queries.
This change actually has teeth too, with plenty of manual actions.