Month: June 2024

Marketers want to be part of culture rather than interrupt it. Changing consumption habits and the increasing fragmentation of the landscape require marketers to find ways outside of traditional advertising methods to connect with their target audiences.

But what that actually looks like in practice can be a tough nut to crack — capturing the zeitgeist similarly to how “Barbie” did last summer is rare. So how can marketers make entertainment that people want without the brand messaging overpowering the entertainment?

Michael Sugar believes it has to start with the approach. Brands need to produce entertainment that people would pay to consume rather than skip. Sugar, an Oscar-winning producer and founder of media production and talent management shop Sugar23, announced a partnership with Starbucks earlier this month and introduced Starbucks Studios through which the beverage behemoth plans to produce original shows and movies.

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Influencer marketing firm Captiv8 this week launched a brand storefront offering to expand creator commerce opportunities beyond social media.

With this offering, creators can aggregate all their commerce and curated products into one store — giving brands a way to advertise on multiple creator storefronts across different platforms and target consumers further down the funnel. Captiv8’s influencer marketing platform offers campaign management, influencer search and a suite of other creator services.

Krishna Subramanian, CEO and co-founder of Captiv8, said the storefront service bridges the gap between brands, creators and consumers, as stakeholders find ways to offer personalized shopping and content outside of social networks.

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Movies have always offered a kaleidoscopic lens on life: blockbusters provide escape, documentaries bring us closer to unfamiliar people and places, and dramas elicit emotions. But what happens when humans aren’t behind the camera?

The 2024 Tribeca Film Festival introduced new dialogue about generative AI, from AI-generated films to feature-length documentaries about AI’s risks and rewards. Now about more than just film, the annual New York festival gave filmmakers, moviegoers and marketers new ways to see and hear about AI’s growing role in entertainment. And as Hollywood debates AI’s impact, others question if the tech deserves such a bright spotlight.

On Father’s Day weekend, Tribeca and OpenAI screened a new series of short films created with Sora, the AI model that lets people generate hyper-realistic video with just text-based prompts. The series, “Sora Shorts,” featured five commissioned films made in a mere three weeks. And while filmmakers experimented with an AI platform still inaccessible to the general public, the collaboration also gave OpenAI a way to reach an audience that might or might not be open to AI.

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Instagram is recommending sexual content in the form of Reels to 13-year-old users who appear interested in “racy content,” according to tests conducted by “The Wall Street Journal” and a
Northeastern University professor.

“Never before has Congress silenced so much speech in a single act,” TikTok says

Amazon Ads has developed AI-driven features to dynamically design and resize creative, but its work on ad platform features will take it into identifying, analyzing, and optimizing different
parts–logo, copy, and call-to-action–to build the perfect ad.

At a Cannes Lions session on AI Thursday, PHD CEO Guy Marks reminded people of the “year of mobile,” which stretched into many years beyond that before mobile evolved into the key marketing driver
that it is today.

Netflix will average $70.44 in ad revenue per viewer — well above all its competitors. Streamers seeing slow gains include Max, Peacock and Paramount+. eMarketer projects that all U.S. CTV
advertising will hit $28.75 billion this year, $32.57 billion in 2025, and $44.32 billion by 2028.

Anthropic’s latest Claude AI model pulls ahead of rivals from OpenAI and Google. But advances in machine intelligence have lately been more incremental than revolutionary.