YouTube’s new Brand Pulse Report seems like it could be really useful.
evaluate your brand presence across YouTube by detecting brand mentions via visuals (brand logos, product shots, etc.) and language (audio, video titles, etc.). So, if a creator uses or mentions your product in passing, we recognize it and capture it.
incorporating metrics that demonstrate how your paid ads on YouTube can lead to more views on organic videos — a previously underreported value for paid media — and how users seeing both your paid and organic videos together leads to searches for your brand.
If you’re in retail / ecomm, this will feel accurate:
We’re in the middle of a weird under-advertised fall Prime Day. But we’re also preparing for BFCM, so it’s an awkward time to scale spend.
Conversion performance is dropping off, but that’s only because people know Black Friday is coming.
Parents are also getting a new toy catalog each week.
Discretionary funds are either going to unplanned Prime Day Expanded Universe purchases or getting earmarked for later holiday shopping.
(UX tip: don’t ship a catalog and not have some items on your site, Amazon.)
via Northbeam
If today’s earlier post wasn’t positive enough for you, the New York Fed also wants to rain on your parade.
September survey says…
households’ inflation expectations increased at the short- and longer-term horizons and were unchanged at the medium-term horizon.
Despite a small rebound in the expected job finding rate, labor market expectations continued to deteriorate with consumers reporting lower expected earnings growth, greater likelihoods of losing jobs, and a higher likelihood of a rise in overall unemployment.
Income-based splintering continues
Luxury shoppers are feeling good
And it’s beginning to look a lot like an expensive holiday season
Prices / inflation are top of mind for almost everyone &
A higher income doesn’t necessarily mean less concern over rising prices.
Best guess: total holiday spend may be relatively stable with past years, but purchase volume will be down.
Basically: less stuff for the same spend.
Coming Soon: AdsGPT?
OpenAI wants to monetize ChatGPT via ads (which isn’t a surprise, just think of the Google Search budgets waiting to be reallocated).
The company recently hired for a “Growth Paid Marketing Platform Engineer” (listing is no longer up) that :
would be responsible for “developing campaign management tools, integrating with major ad platforms, building real-time attribution and reporting pipelines, and enabling experimentation frameworks to optimize our objectives.”
There is currently an open role called Growth - AI Workflows, Martech, Creative Systems that will:
Design and launch AI-powered creative systems (dynamic content generation, automated asset production, experimentation tooling) that enable rapid, personalized campaigns across multiple channels.
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Build and scale a modern martech stack (data pipelines, automation platforms, experimentation frameworks) that supports sophisticated targeting, measurement, and real-time optimization.
Connecting ad functionality to Instant Checkout is an obvious first step. The trap is building an ad system that looks like the current heavy hitters.
Turning responses into pay-to-play performance PR outputs kills trust.
Plopping Google Search Ads style placements somewhere in the chat pane is lazy and annoying.
Utilizing the unique understanding of a user, content, and intent to create a new paradigm of contextual advertising that provides value and isn’t reliant on hoovering up user data is the opportunity.
LLMs love YouTube
YouTube is cited 200x more than any other video platform in AI search results
If SEO 4 LLMs is about showing up where the spiders are crawling, it might be time for your brand to start a YouTube channel.
Jobs report: fewer jobs, better pay?
No federal jobs data this month due to the shutdown, so ADP’s data will have to do:
Private sector employment shed 32,000 jobs in September and pay was up 4.5 percent year-over-year
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“Despite the strong economic growth we saw in the second quarter, this month’s release further validates what we’ve been seeing in the labor market, that U.S. employers have been cautious with hiring,” said Dr. Nela Richardson, chief economist, ADP.
