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🍨 Breaking down the Ad Trends Today!

May 13, 2024

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🌟 Disney and Walmart Forge Strategic Alliance for Advertising
Insights from Media Post

Disney and Walmart are collaborating to enhance advertising strategies by leveraging their combined data resources, marking a significant shift in targeted advertising techniques.

The Scoop:

  • Integrated Data for Targeted Ads: This strategic partnership allows Disney to utilize Walmart's extensive customer purchase data to analyze viewing habits on Disney+, aiming to deliver more personalized ad experiences to consumers.

  • Pilot Tests and Expansion Plans: Initial testing of this data integration is set to start in the latter half of the year, with plans to extend these capabilities across other platforms, including connected TV and social media.

  • Shopsense Retail Media Network Launch: In a related initiative, Shopsense is launching a retail media network that will enable direct purchases from TV, beginning with platforms like Paramount Plus. For instance, viewers can buy sports jerseys while watching a game.

  • Exploring TikTok Shop Integration: Shopsense also plans to integrate its shopping features with TikTok, allowing users to purchase directly from videos.

  • Trend Toward Ad-Supported Streaming: There's a growing trend in ad-supported streaming services, with usage rising from 8% to 18% recently, reflecting a shift in consumer preferences towards platforms that offer free, ad-supported viewing options.

This alliance between Disney and Walmart, alongside Shopsense’s innovative solutions, represents a dynamic shift in advertising, focusing on data-driven personalization and efficiency. These efforts are set to reshape how brands connect with and engage consumers across digital media platforms.

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MEDIA BUYER INDEX

đź‘€Breaking down the Ad Trends Today!
Insights from Northbeam

As 2024 unfolds, notable trends in social media advertising are shaping up, reflecting shifts due to platform-specific dynamics and evolving market conditions.

The Scoop:

  • TikTok's Advertising Struggle: TikTok is facing a downturn in ad performance, partly due to ongoing concerns over potential platform bans and difficulties in scaling effective creative content. The platform’s lack of stable, high-performing ad formats has led to diminishing returns, contrasting sharply with more established systems like those of Meta.

  • Meta's Resurgence: Meta, on the other hand, is witnessing a significant uptick in ad effectiveness, driven by seasonal campaigns around spring and Mother’s Day. This success is attributed to the robustness of its advertising tools and seamless integration with Google’s conversion funnels.

  • Stagnation on YouTube and TikTok: Both YouTube and TikTok are experiencing stagnation in conversion rates, indicating a need for advertisers to reassess and potentially overhaul their strategies on these platforms to enhance effectiveness.

  • Pinterest’s Rise: Conversely, Pinterest is showing promising growth in conversion rates, benefiting from seasonal shifts and its ongoing transformation into a more advertiser-friendly environment. Its enhanced organic search capabilities make it an increasingly appealing choice for targeted advertising campaigns.

This comparative analysis highlights the importance of platform-specific strategy adjustments. Marketers are encouraged to leverage each platform’s unique characteristics and audience engagement opportunities to maximize advertising performance and return on investment.

AI IMPACT ON BUSINESS

đź“ŠImpact and Evolution of AI in Business
Insights from Superhuman 

The Scoop:

According to a Scale AI report, over 60% of organizations report that AI has boosted their efficiency, and 59% have seen improvements in customer experience. Additionally, nearly half of the companies credit AI, and extensive language models, with enhancing product and service innovation through effective brainstorming.

While only about a third of businesses have seen AI directly boost their profits and revenues, indicating potential for growth in financial returns, adoption rates are rising. The use of closed-source AI platforms surged from 37% in 2023 to 86% in 2024, and open-source models have also gained traction, now used by two-thirds of organizations. This suggests a growing reliance on specialized AI applications tailored to specific business needs.

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🗞️Google is rolling out conversion annotations for Google Shopping ads, showcasing product popularity through badges like "best selling" or "1K shopped here recently."

đź›’ Shopsense launches retail media platform, for seamless second-screen shopping experiences, viewers can now shop directly from TV.


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