From The Guardian
fraudsters impersonated WPP’s CEO using a fake WhatsApp account, a voice clone and YouTube footage used in a virtual meet
Will AI make smaller better?
Scale is really only needed for data when it comes to model training. Larger headcount doesn’t equal better performance.
It’s hard to imagine this happening at a smaller company, especially one without a public-facing leader.
But, as always, humans are the weak link in the technological chain.
Benedict Evans’ prediction for WWDC:
More will probably be about how it uses LLMs to deliver new features, how much those can be run on the device (Apple is an edge computing company and its chips have had dedicated ML accelerators for years), and hence how much developers can do things on Apple silicon for no marginal cost instead of paying a cloud provider per token.
This could get minimal press but be the most interesting / impactful in terms of the average user.
This is what makes Apple different from the field and could turn its catchup attempts into a catapult.
About that ad-supported plan…
Netflix’s cheaper, ad-supported tier now has 40 million global monthly active users, nearly double the 23 million the company reported in January.
via CNBC
Netflix will launch an in-house advertising technology platform, by the end of 2025
…
This summer, Netflix will also expand its buying capabilities to include The Trade Desk, Google’s Display & Video 360, and Magnite who will join Microsoft as the main programmatic partners for advertisers.
The streaming platform removed the Basic plan for new subscribers last July, not it’ll get rid of it for good.
I wrote this last March:
If Netflix goes the roll-your-own route to replace the Microsoft stack, I wonder how long the ad-free basic tier will last.
A mystery no more.
A year ago, Google said that it believed AI was the future of search. That future is apparently here: Google is starting to roll out “AI Overviews,” previously known as the Search Generative Experience, or SGE, to users in the US and soon around the world. Pretty soon, billions of Google users will see an AI-generated summary at the top of many of their search results.
How does this impact your ad strategy?
via The Verge
Instagram is going small?
The platform is introducing a ranking change that will give smaller creators more distribution, replacing reposts with original content in recommendations, adding labels to reposted content and removing content aggregators from recommendations.
Plus…
a new way to rank recommendations that will show eligible content to a small audience that it thinks will enjoy it. As people engage with the content, the top performing set of Reels will be shown to a slightly wider audience, then the best of these will be shown to an even wider group and so on.
via TechCrunch
More Shiny New Ad Toys
Meta
Marketers get ready: ads are coming to Threads a lot sooner than expected.
The tech platform recently told ad execs that they will be able to buy ads on its X-rival, text-based platform as early as the second half of this year
Increase revenue potential and decrease CPMs (maybe), sounds like exactly what Meta wants right now.
If experimenting on Threads was on your 2024 To Do list, now is the time.
via Digiday
Snapchat
Use GenAI to create AR ads and filters.
& place them next to unconventional sports like extreme ironing.
via TechCrunch
Amazon
New ad types are coming to Prime Video, which should garner a lot of attention as ads are added to the streaming platform (which won a chunk of NBA broadcast rights).
The new formats include shoppable carousel ads, pause ads and brand trivia ads.
via Adweek
Microsoft
starting to test ads inside the Start menu on Windows 11. The software maker will use the Recommended section of the Start menu, which usually shows file recommendations, to suggest apps from the Microsoft Store.
A new ad channel for app developers enters the chat?
via The Verge
Roku
The patent centers around the idea of displaying ads on these TVs whenever they’re tuned to an HDMI input that’s paused or idle. Theoretically, this would allow Roku to present ads throughout your whole TV experience — and in places where it’s not viable to do so today.
Advertising is the go-to revenue stream for companies seeking bottom line growth. Even more so when consumers are especially price sensitive.
via The Verge
New AI-powered features are coming to Performance Max campaigns. Here are the ones that should be more widely available now/soon:
- Detailed demographics
Detailed demographics in audience insights empower you to understand your untapped demographics so you can craft ads that resonate directly with specific age and gender groups.
- Spending transparency
At a glance, you can analyze your campaign pacing to identify potential areas for strategic budget shifts, such as moving budget from a campaign that’s underpacing to a campaign that is close to becoming budget limited.
- IP (internal traffic) exclusions
exclude specific IP addresses (e.g., your company), reducing wasted budget on unwanted ad interactions.
Apple
Apple is really leaning into being the anti-Google. Enter “Web Eraser”:
The feature is expected to build upon existing privacy features within Safari and will allow users to erase unwanted content from any webpage of their choosing. Users will have the option to erase banner ads, images, text or even entire page sections, all with relative ease.
Also, Safari may act a little more like Arc—the current new browser on the block pulling a Hansel (I like the Arc Search app).
Expect more on-device AI features soon, this is Apple’s differentiator in the space.
via Apple Insider
Questions tend to be framed from the perspective of making existing audio content reach more people. Nuzum argues the audience should be the core of the question, and the answer. The first step is to identify the audience to be served, understand them, and then determine what can be done to best serve them.
This is also how you do good marketing.
No brand is owed an existence or an audience. Do the work to earn it.