Apple is bringing in the big guns to power Siri: now with AI!
OpenAI and Jony Ive are thinking screen-free.
Google and Perplexity are powering assistants elsewhere.
Smart glasses are spilling from every nook and cranny.
As the ambient computing future draws nearer, what does your brand sound like?
Many decisions people make are part of a status game—whether explicit or implicit in the decision.
How does your brand and messaging fit into the status signaling of your ideal customer?
What’s the difference between this flop of an Apple commercial:
And this hit:
Story
A story that’s clear. That the viewer wants to see themselves in.
Story is sticky.
See also: Significant Objects
via Nudge
CTV CPMs are down.
Why?
more inventory, more buyers looking for performance and a growing appetite for efficiency over exclusivity.
Digital rewired adveristers’ expectations. There’s a large class of marketers (myself included) who have basically no traditional media buying experience.
To whom minimums and exclusivity and static runs just seem weird.
via Digiday
If your advertising works, what does it say about the group of people who respond to it?
This is why it should be brand + performance marketing.
Brand obsesses about message and alignment.
Performance about results.
Either one alone can focus on metrics to the detriment of long term goals.