Basically a low key year ahead
Chief marketing officers (CMOs) enter 2024 with an imperative to drive efficient growth in a volatile environment. Customer demand and buying behaviors continue to fluctuate unpredictably amid pandemic waves, supply chain disruption, inflationary price increases and geopolitical instability.
via onescreen.ai
Hey, it’s me, your friendly neighborhood podcast stan…
research has shown that audio ads outperform video ads in grabbing attention and generating brand recall.
Fully unqualified armchair neuroscientist pontification: you can close your eyes to tune out those sensory inputs, our ears don’t have an off switch. We’re new, modern folk but our hardware is old, an important sensory input for survival probably hits the brain different. See: music.
via ExchangeWire
So what about those cookie crumbs?
Uncookied Chrome users appear to be monetizing about 30% worse than those [users] with cookies
users of Apple’s Safari browser monetize about 60% worse than cookied Chrome users
The winners of the cookiepocalypse will be (usable) first-party data and AI-powered contextual targeting tools.
And actual customer relationships and email and all the really valuable stuff.
Seemed like Google wanted to be a platform for everything you might need to do on the web. (Which meant more vectors for data collection to fuel the revenue generator: ads.)
Now it is starting to replace Big G products with third-party integrations (Search cache, A/B testing).
Is it now Microsoft?
Google Search’s cache links are officially being retired
Google claims it’s less necessary now that internet reliability has improved.
Google is a cloud computing company. One with a robust PR department that likes to make everything a societal positive. One that needs to find profit, fast.
How do you increase cloud capacity without increasing hardware costs? You delete a bunch of stuff taking up space. Like Search cache. Or Universal Analytics data (148 days until deletion).
What will fill this space?
I’m sure some will be whatever paying customers put there. It mostly, AI.
In what feels a classic Amazon move, Prime Video ads launched with fixed CPMs lower than competitors.
With the added benefit of using the existing self-serve platform.
I would bet this launches it to a leading CTV ad platform position, especially with ecommerce brands selling on Amazon already.
Finished reading: John Constantine, Hellblazer Vol. 5: Dangerous Habits (New Edition) by Jamie Delano 📚