Month: August 2023

It might seem like Gen Z and Gen Alpha are very similar, but some agencies studying these younger cohorts have found nuances and distinctions in how they consume media, game and interact with brands.

Last week, Publicis’ interactive agency Razorfish released its Gen Alpha study discussing the differences and similarities between the two generations. The study was done with research partners GWI and The Pineapple Lounge and included more than 900 respondents of both generations based in the U.S.

Gen Alpha are the children of millennials and the older end of Gen Z, and are expected to reach some 2.2 billion globally by 2024, according to the report. They are younger than 17 years old (born after 2010), whereas Gen Z are between 18 to 25.

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This week’s Media Briefing takes a look at some of the recent C-suite changes in the media industry and what the publications are hoping to achieve by a changing of the guard.

• Musical chairs
• Mixed feelings about H2 revenue
• Barstool founder buys back the company, BuzzFeed is burning cash and more

Musical chairs

Just past the midway point of 2023, the executive levels of many media companies look a lot different than they did at the beginning of the year. 

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User growth has often been a seen as a leading indicator for the health of social networks, but could generative AI shift the focus to other types of growth?

When it reported second quarter earnings on Tuesday, Nextdoor saw revenue increase 4% to $56.9 million after several quarters of decline — clearly a positive swing. Meanwhile, the neighborhood-focused app saw session growth outpace total weekly active users — which fell 1.8% from the first quarter to 41.6 million — with more engagement attributed to the company’s investments in artificial intelligence.

In May, Nextdoor launched a new “Assistant” powered by OpenAI’s ChatGPT to help people give and receive business recommendations, while also offering users ideas for writing posts that receive more engagement and that are respectful to their fellow users. According to Nextdoor CEO Sarah Friar, there’s been an “uptick” in people accepting and using genAI tools, adding that for some people it’s “probably their first experience of a ChatGPT-type experience in a high-utility setting.”

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The tool is part of IPG Mediabrands’ recently announced Unified Retail Media Solution, a dedicated business unit that enables brands to manage retail media network buys.

Months after benchmarking high rates of false narratives generated by OpenAI’s ChatGPT-4 and Google’s Bard chatbots, NewsGuard repeated its audit, finding similar rates despite increased public
scrutiny of generative AI tech.

The branding deal, which starts up this fall in the 16 legalized betting states where Penn Entertainment is licensed, includes affixing the ESPN Bet name to a mobile app, website, and mobile website
platforms. The new branded sportsbook will replace Penn’s Barstool Sportsbook. ESPN programming will promote the service, which will include participation of ESPN on-air talent.

Disney Advertising has closed its upfront deals for the new TV season at a revenue volume “in line with the prior year,” according to a company release. Disney did not comment on all its program
pricing this year except to say there were “single digit [percentage] increases in sports volume and pricing,” and that womens’ sports programming witnessed high demand.

Rather than think about data in terms of where it was sourced or how identifiable it is, marketers should think about data in terms of how it was created.