Agentic advertising is coming. Are you ready? In my new column for WARC, you'll learn the four key traits of agentic advertising and how search marketers should prepare. Spoiler alert, a lot of skills will transfer over to the AI agent world. Read the column here: https://lnkd.in/g8rqFs-n
关于我们
Sonata Insights is a custom research and advisory service from Debra Aho Williamson, an internationally recognized expert in digital marketing and social media. Debra’s superpower is identifying significant shifts in consumer behavior that lead to tectonic changes in marketing strategy. At eMarketer, Debra analyzed the rise of social media through more than 120 research reports, one of the largest bodies of research on social media in the world. As an editor at The Industry Standard and Ad Age, Debra was an early voice on the impact of the internet economy and online marketing. Debra works with clients across the marketing, media, adtech and investor sectors that want to bust myths, break new ground and lead industry conversations about the transformative impact of AI on marketing and consumer behavior, and the continuing impact of social media on marketing strategies.
- 网站
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https://www.sonatainsights.com/
Sonata Insights的外部链接
- 所属行业
- 商务咨询服务
- 规模
- 1 人
- 总部
- Seattle ，WA
- 类型
- 自有
- 创立
- 2024
- 领域
- Research、Thought leadership、Executive briefings、Presentations and webinars和Advisory services
地点
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主要
获取路线
US，WA，Seattle
Sonata Insights员工
动态
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Psyched to see my IAB research collab featured in EMARKETER's Chart of the Day newsletter! Read the study here: https://lnkd.in/eMKDdURP
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Pay attention to what Perplexity and others are saying about agentic ads. This could be the next big wave of digital advertising.
Navigating the AI-driven evolution of marketing and consumer behavior through groundbreaking + hype-free research | ex eMarketer principal analyst
"That whole advertising economy ... all of that happens without the human user ever having to see an ad." When I heard what Perplexity CEO Arand Srinivas said about AI agents and advertising recently, I realized that we all need to pay more attention to what Perplexity and other AI companies are doing. What we're seeing now is only the tip of the iceberg. https://lnkd.in/gtpxkyFY Jump to the 22-minute mark
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This was one of my most impactful and attention-grabbing pieces of research last year. Midway through the year, 99% of people who used an AI site still used traditional search too. It'll be interesting to see how things have changed when the update comes out this month.
AI Search is shifting the traditional search landscape, especially now that Open AI has launched ChatGPT search – are businesses ready for it? We are monitoring its usage trends and will provide an update in mid-January. But what has real world consumer search behavior been like up till now? Download our paper for a look at the state of Consumer Search in the Age of AI and get key insights on: -How AI is impacting search dynamics -AI’s role in product research -The effect of chatbots on shopping experiences -AI trends in ecommerce …and more Download the whitepaper here: https://hubs.li/Q030XWbM0 #AI #Ecommerce #DigitalMarketing #ClickstreamData #AltData
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Happy new year! Do you know how your customers are using AI sites? My newest Datos collab has some answers.
With AI being integrated into more and more online shopping experiences, such as Rufus in Amazon, we all want to know – how exactly do shoppers engage with AI? Don’t go into 2025 without having downloaded our latest report, created with Sonata Insights, which reveals some interesting trends in behavior of AI site users and their shopping habits, including: -Retail and AI site visits in one session -Shoppers’ favorite AI sites -Differences in AI usage between Amazon & Walmart -Predictions for Amazon’s Rufus ….And more Download the report here: https://hubs.li/Q02_B3Zf0 #AI #Amazon #Walmart #Whitepaper #ClickstreamData #AltData
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2024 was a big year. I went from a stable 19-year career as an analyst at eMarketer into the unknown as an independent researcher and advisor. Here's a look back at what Sonata Insights has accomplished in 2024. You can find links to all the assets in the comments. If you'd like to partner with me as I dig deeper into AI and marketing in 2025, please reach out!
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Relevance has been redefined. I was part of the team that worked on this research with WARC and TikTok, and it was one of the most challenging (but also rewarding) projects I did in 2024. We started with a simple goal: Identify the types of content consumers consider relevant on social and video platforms - and from there, develop a framework detailing what brands should do to be more personally and culturally relevant to their audiences. We asked ourselves hard questions like: What is culture? (Dr. Marcus Collins was an invaluable resource on this!) How important is cultural relevance for brands? Is it necessary for all brands? What is personal relevance? Do consumers think of personal and cultural relevance differently? Should marketers? How can marketers be relevant without feeling like they need to jump on every trend that comes along? I'm happy to say this research helps answer these questions.
?? Cultural relevance isn’t just a buzzword—it’s a business driver. Brands with high cultural relevance grow nearly 6x more than brands with low levels. That’s why we partnered with WARC to uncover the practical steps brands can take to achieve stronger relevance. Here’s what you’ll discover: ?? Why cultural and personal relevance are key to driving outcomes across the entire marketing funnel. ?? The role of TikTok trends, communities, and creators in shaping brand connections. ?? A framework to help you create content that feels authentic and resonates deeply with your audience. Brand leaders are seeing this shift as well. ?? Scroll through to see what E.L.F. BEAUTY's CMO, Kory Marchisotto, Burberry's Global Social Media Director Alex Whitlock, and Stellantis' Group Head of Media, Data and Insight Mark Lynch, have to say about finding cultural relevance on TikTok. Curious? Read our thought paper with WARC for the full report: https://bit.ly/3CF0cAA ??
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Are consumers ready for ads created with AI? Our new study - in partnership with IAB - reveals there's an enormous gap in sentiment between consumers and industry executives. Read the research here: https://lnkd.in/eMKDdURP
Are consumers ready for ads created with generative #AI? Some brands have already deployed artificial intelligence as part of their advertising. IAB, in partnership with Sonata Insights, has surveyed #GenZ & #Millennial consumers and advertising executives using the IAB Insights Engine platform by Attest, and learned: ? Young consumers aren’t ready yet for AI-generated ads: 80% of ad executives think consumers view them positively, but only 48% of Gen Z and Millennials agree. ? Ad executives see room for improvement: 40% cite consumer perception of AI-generated ads as a concern, their second highest concern with the ads overall. ? Advertisers must be thoughtful about disclosure: 31% of consumers would trust a company more if they knew an ad was AI-generated, while 27% would trust it less. Read more insights in this AI Ad Gap: Why Young Consumers Aren’t Yet Buying Into Gen AI Ads article by Debra Aho Williamson (Sonata Insights) and #IAB’s Jack Koch ?? https://lnkd.in/eMKDdURP
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I am proud to partner with IAB for this groundbreaking research on consumer AI attitudes!
Are consumers ready for ads created with generative #AI? Some brands have already deployed artificial intelligence as part of their advertising. IAB, in partnership with Sonata Insights, has surveyed #GenZ & #Millennial consumers and advertising executives using the IAB Insights Engine platform by Attest, and learned: ? Young consumers aren’t ready yet for AI-generated ads: 80% of ad executives think consumers view them positively, but only 48% of Gen Z and Millennials agree. ? Ad executives see room for improvement: 40% cite consumer perception of AI-generated ads as a concern, their second highest concern with the ads overall. ? Advertisers must be thoughtful about disclosure: 31% of consumers would trust a company more if they knew an ad was AI-generated, while 27% would trust it less. Read more insights in this AI Ad Gap: Why Young Consumers Aren’t Yet Buying Into Gen AI Ads article by Debra Aho Williamson (Sonata Insights) and #IAB’s Jack Koch ?? https://lnkd.in/eMKDdURP
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Navigating the AI-driven evolution of marketing and consumer behavior through groundbreaking + hype-free research | ex eMarketer principal analyst
I am super excited to let you all know about my latest research collaboration! I was part of the team that produced this groundbreaking WARC + TikTok white paper that explores what it means to be personally and culturally relevant to consumers. The research was grounded in a consumer survey that identifies the key aspects of content and advertising that people consider relevant. Then, we layered in interviews with ad industry leaders Amy Lanzi of Digitas, Jesse Spencer of Coca-Cola, Heather Stuckey of Mars, Mark Lynch of Stellantis, Alex Whitlock of Burberry, Kory Marchisotto of e.l.f., and culture expert Dr. Marcus Collins. The end product is a guide and framework for successfully creating relevance on social and video platforms (hint: it's not about jumping on every trend). Thank you Alexis Wolf for the opportunity to work with WARC on this important research. The white paper is free and ungated. Please check it out! https://lnkd.in/gAiZm7wj
Culture no longer trickles down but bubbles up from digital spaces and creators. From #TikTok communities like BookTok to viral trends like ‘demure’, culture is shaped by individuals and communities, not gatekeepers ? ? The challenge for marketers today is staying culturally relevant and tapping into what your audience really cares about. Our latest report, developed in partnership with TikTok, shares the strategies for creating content and ads that are culturally and personally relevant to consumers and their communities????https://loom.ly/z4vED4I #BoldMindsBoldMoves #MediaEffectiveness