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Amazon's Cookie Free Solution ⛓️‍💥 Spotify Creative Agency 👨‍🎨 AI Overview Ads Projections 🛫

Also: What Google Learned Using AI To Analyze 8,000+ Top Ads

June 21, 2024

Happy Friday Marketing Engineers!

If you’re new, welcome aboard 👋. If you're a seasoned Engineer, thanks for sticking around! Coming up today: Meta upgrades advertising suite with gen AI tools, TikTok introduces AI generated digital avatars, and the no-budget marketing strategy every founder needs.

Is there something else you’d like to see here? Got a hot tip? Hit reply and let us know what you think. 🧠 Or smash a button on our feedback poll at the bottom!

🚀 Adam

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🗞 Marketing News

Creative Lab, an in-house agency, will help brands create custom marketing campaigns. The company is also testing generative AI ads, including a new tool called "Quick Audio" that creates scripts and voiceovers using AI. Examples of Creative Lab's work include a livestream concert series for Rockstar Energy and a collaboration with the beverage company Aperol.

A significant portion of advertising buys are now AI-enabled, with WPP's GroupM unit estimating more than two-thirds of such buys. Also, analysis includes estimates for AI-related ad spending for other companies like Meta and Snap, with Google's AI Overviews being grouped with other AI media developers such as Meta, Snap, Microsoft, and Perplexity, which already integrate advertising into their business models.

Ad Relevance, a new ad-targeting solution that uses AI to analyze browsing, purchasing, and streaming data without relying on cookies or third-party identifiers. This solution has demonstrated benefits, such as lowering CPMs by up to 34% and improving cost-per-click by 8.8%, while extending addressability on up to 65% of previously anonymous impressions. As the industry moves away from third-party cookies, Amazon's use of its vast first-party data and AI technology positions it to capitalize on this shift and further strengthen its growing advertising business.

Enhancements include a global API for Threads allowing businesses to manage their presence more efficiently, and advertisers to create and send paid marketing messages on Messenger using Ads Manager. Also, Meta introduced a generative AI messaging tool built with Meta Llama 3, which has shown positive results for brands, such as increased purchase volume and improved click-through rates.

🤖 Artificial Intelligence

Advertisers are creatively leveraging YouTube to reach engaged audiences by producing diverse content like live streams, short films, and series. Google's AI analysis of 8,000 top ad campaigns uncovered key trends and best practices, emphasizing the importance of individuality, community, and fantasy elements in successful ads. This analysis also highlighted a growing focus on authenticity and representation, with brands featuring a variety of characters and partnering with trusted creators to build genuine connections with viewers.

TikTok Symphony, a creative suite that includes generative AI avatars for brands and creators, offers both pre-built "stock avatars" and "custom avatars." These avatars can be used for creative and branded content to enhance the material seen on users' feeds. Also, TikTok Symphony features AI-dubbing for translating content into over 10 languages, with the platform continuing to invest in AI tools like ChatGPT-generated search results to support the creator economy and improve user experience.

AI's capacity for automating routine tasks frees marketers to focus on higher-level responsibilities and improves overall productivity and efficiency. Ultimately, the synergy between AI-driven insights and human creativity and thinking will result in compelling marketing strategies and innovation.

Gen-3 Alpha, the first model in a new series by Runway, is built on an advanced infrastructure for large-scale multimodal training, offering significant improvements in fidelity, consistency, and motion over Gen-2. It powers various tools such as Text to Video, Image to Video, and Text to Image, with fine-grained control over structure, style, and motion, thanks to its training on videos and images with temporally dense captions. Equipped with new safeguards and customizable for specific artistic and narrative needs, Runway collaborates with leading entertainment and media organizations to create tailored versions of Gen-3.

🧠 Hacks & Tactics

Founders share their expertise and startup updates on personal social media to boost brand awareness. Post regularly on LinkedIn with content like product updates, company milestones, industry trends, hiring updates, and feedback requests to build thought leadership and engage the community. Also, strategies for effective posting, including stealth demo drops, LinkedIn polls, and hot takes, highlighting the need to be personal, emotional, and interactive in the comments.

Repetition in communication is essential for effective teaching, driving change, and ensuring tasks are completed correctly, even though it is often discouraged in programming. The human brain requires exposure to a message multiple times to fully absorb it, as highlighted by concepts like "The Rule of 7" in marketing. To use deliberate redundancy effectively without seeming repetitive, it's important to employ strategies such as using multiple communication channels, setting up reminders, summarizing key points, and asking for feedback to reinforce the message and ensure understanding.

⚙️ Machine Shop

Favor has shifted toward product manufacturers and community sites, while ad and affiliate informational sites have seen declines. The study identifies several SEO practices correlated with traffic changes, including varied anchor text, frequent page updates without substantial changes, and clickbait-style titles, which performed worse. Emphasizing that correlation does not imply causation, the study advises SEOs to focus on creating genuinely helpful and user-focused content rather than over-optimizing for search engines.

As third-party cookies phase out, some ad tech companies have turned to IP addresses as an alternative signal for identifying devices and users' online habits, but this signal may also face obfuscation due to privacy measures by major tech companies. The digital advertising industry must accept and adapt to the loss of multiple signals as the digital ad economy is undergoing an accelerated cycle of change driven by regulations and actions from major tech companies.

Businesses should diligently track key performance indicators (KPIs), which serve as crucial metrics for measuring efficacy and informing strategic decisions. By monitoring and optimizing organizations can maximize their email marketing effectiveness and capitalize on its significant ROI potential.

Key practices include defining goals, selecting appropriate channels, and personalizing content for each platform. Integrated marketing fosters brand trust, engages audiences, and achieves various marketing objectives. Align all your channels and deliver a consistent message. {m}

🔮 The Future

YouTube is integrating ads directly into the video stream to combat ad blockers. This change affects tools like SponsorBlock by offsetting timestamps and poses a broader challenge for ad blockers, as ads become indistinguishable from the video content. This feature is not yet widely implemented, as YouTube continues its efforts to counter ad-blocking measures.

The election utilized AI technologies extensively, including generative AI videos, primarily for political campaigning to engage voters. Multilingual AI tools, such as Bhashini, enabled real-time translation of speeches, making political messages more accessible in a country with numerous languages. The election demonstrated both the adversarial and positive uses of AI, and its potential to enhance participatory democracy and serve as a model for targeted, inclusive communication in future democratic processes.

Perhaps a “unified video” approach that integrates video planning, buying, and measurement across channels to create cohesive media experiences for target consumers? This method addresses the industry's challenges, such as the lack of standardized cross-channel reach measurement and subjective definitions of “premium” content, which lead to misallocated advertising spend away from digital and streaming platforms where consumers predominantly view content. Also, steps for identifying a single target audience across channels, optimizing the video mix for brand and sales outcomes, and fostering collaborative efforts between agencies and advertisers.

The pace of Google's changes has been rapid, with thousands of updates reported annually. This is a breakdown of those changes and trends, and perhaps a helpful look back in order to see what's to come. {m}

📓 Learn More

Check out the amazing variety of beginner to advanced courses offered on Udemy. All taught by experienced professionals and experts. Let us know if you try any! {m}

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