Month: June 2024

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In this edition of the Digiday+ Research Briefing, we examine Amazon Ads’ new AI offerings and Omnicom partnership, how influencer agencies are capturing attention at Cannes and GroupM’s 2024 ad spending forecast, as seen in recent data from Digiday+ Research.

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Calling on creators

At the mercy of social platforms’ ever-evolving algorithms, the creator economy is just as unpredictable, making the job of content creator a tricky one.

But for the seven creators featured in this year’s edition of the Digiday Podcast’s annual Creator series, it’s clear that those making a career out of content creation have been able to find the right workarounds necessary to amplify their posts and monetize their audiences effectively. 

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Sports publishers are once again expecting soccer to have a pretty significant moment in the United States over the next few years, thanks to a series of major championships and tournaments taking place stateside.

And while many of these publishers have been covering the sport and selling ads against soccer content for years, sponsorships have largely been rooted in tentpole moments like the Men’s and Women’s World Cups, rather than in an evergreen or even seasonal capacity.

“Historically, [in the U.S.], you see the biggest jumps in spend during those key moments,” said Lauren Funke, vp of advertising at The Athletic. “Our goal is to develop this always-on brand building, affinity alignment in the lead up to the big moments,” which is more in line with how U.K. brands advertise against soccer.

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We’ve made it to the halfway point of Cannes Lions, where Lee Brown, global head of ads business and platform at Spotify joins this episode of the Digiday at Cannes Podcast. 

The audio streaming platform has spread its wings a bit, taking a swing at visual content, like music videos and lyrics to follow along with music content. In expanding its content offerings, it has also expanded its opportunity to take in more ad dollars. Keeping pace with the AI boom, Spotify recently announced the launch of its first AI ad format, where marketers can leverage AI for voice ads.

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The easier you can make the shopping experience, the more likely someone will buy something. 

Omnicom, in the last of a flurry of partnerships announced at Cannes Lions this year, aims to do just that for its clients via an integration into Instacart’s new Instacart Developer Platform (IDP). Omnicom said it’s the first holding company to access an API program that uses Instacart’s online grocery platform to more directly connect creators’ lists of material needs to the retail outlets that supply them. In other words, creator campaign content such as recipes, projects and “get ready with me” routines can be made shoppable and ready for purchase via Instacart.

Omnicom said it’s building a new platform to enable this functionality across social media platforms, which will be ready by this fall. Consumers will be able to shop for items in creator content from more than 1,500 retailers in 85,000 stores with same-day fulfillment via Instacart. It will be able to attribute orders purchased to a specific creator activation for their clients, via Omnicom’s Flywheel commerce cloud.

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Nine years ago, David Jones felt like a mad scientist at the Cannes Lions Festival, unveiling You and Mr Jones — now The Brandtech Group — promising to make marketing faster, better, and cheaper. Back then, no one had a clue what he was talking about. Today? They get it. The secret sauce? Generative AI.

“Everyone immediately gets what we’re doing now,” said Jones.

Conversations at this year’s festival back him up. The confusion has given way to education, as marketers start to understand what they don’t know about AI.

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As brands innovate, audio advertising stands out for creating lasting connections through podcasts, streaming music and radio.

Not that the TV Blog needs baby chimps to stay interested in TV content, but every once in a while, it couldn’t hurt.

Snap is testing a real-time, on-device image diffusion model that can generate enhanced augmented reality experiences on mobile devices. The company unveiled an early version of the model with other
AR-focused generative-AI tools at the Augmented World Expo.

In an effort to further expand its software platform, Meta is restructuring Reality Labs by merging all virtual-reality teams into two divisions – one focused on the Quest VR headset line and another
dedicated to development of other Meta hardware products. The decision is partly attributable to its Ray-Ban Meta glasses, which Bosworth says are “a much bigger hit than we anticipated.”