CTV and News Ads Win Big?

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CTV ADS

📺 CTV Ad Attention Grows and Controversial News Ads Prove Effective
^{Insights from Retail Dive} 

Recent studies highlight significant trends in the advertising, showing increased consumer attention to connected TV (CTV) ads and the surprisingly positive performance of ads placed next to controversial news articles.

The Scoop:

CTV Ad Attention:

U.S. viewer attention to CTV ads rose to 51.5% in Q1 2024, up from 49.2% in the previous quarter, according to DoubleVerify and TVision. Premium CTV apps now surpass linear TV ads with 56.1% attention. The study revealed a significant increase in CTV ad volume across major brand categories, with most households using three or fewer CTV apps, mainly YouTube, Netflix, and Hulu. Shorter ad breaks secured the highest levels of attention, and ad attentiveness peaked during early morning hours.

Controversial News Ads:

Stagwell’s “Future of News Study” found ads next to controversial topics like inflation and crime perform similarly to those next to safe subjects like sports. Avoiding these topics may limit campaign reach, as 25% of Americans identify as “news junkies.” Among Gen Z, purchase intent for ads next to Middle East conflict stories was only slightly lower than for sports stories. 

These insights demonstrate the evolving nature of advertising, As consumer behavior and media consumption continue to shift, advertisers must adapt their strategies to capture attention effectively across various platforms and content types.

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YOUTUBE AND GOOGLE AD TOOLS

🎨 Enhancements in YouTube and Google Ad Tools
^{Insights from Social Media Today and Search Engine Land}

YouTube and Google are rolling out new features to help content creators and publishers optimize their ad strategies and improve engagement. These updates aim to provide better control and efficiency across both platforms.

The Scoop:

YouTube Thumbnail A/B Testing:

YouTube’s “Test and Compare” feature, available to verified creators with Advanced Features, allows testing of up to three thumbnails to determine the most engaging option based on watch time. This tool helps channel managers optimize their content discovery strategies by focusing on the key element of thumbnail performance.

Google Ad Manager Creative Controls:

Google Ad Manager updates provide publishers with more control over ad badging and display. Publishers can now manage ad disclosures on a per-creative basis and choose where badging appears globally or in the European Economic Area. This change enhances transparency and compliance while ensuring ads render as intended.

These new features from YouTube and Google offer creators and publishers advanced tools to boost engagement and ensure ads are displayed as intended, enhancing overall content and ad performance.

GENERATIVE AI

🤖 Generative AI: Versatile but Awaiting a Breakthrough
^{Insights from Statista}

The Scoop:

Over a year after ChatGPT sparked an AI craze, Apple introduced “Apple Intelligence” in iOS, iPadOS, and macOS, emphasizing on-device privacy. It assists in text crafting, image creation, and app actions through contextual understanding. Despite AI’s capabilities, it lacks a defining “killer feature,” limiting daily use. 

A YouGov survey found only 11% of over 12,000 adults used AI for experimenting or answering questions. Apple aims to change this with its writing tools, “Image Playground,” and Siri integration.

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🔗YouTube is experimenting with QR codes for channels, making it easier for creators to share their content. Users can generate unique QR codes for their channels, simplifying the process of connecting with new audiences both online and offline.

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That’s all for today! While we curate another Viral Scoop for tomorrow, let us know how you felt about today! And share this with someone who’d love it.🥰