Automotive Publishers, ITV's AI-Generated Ad Service, Brand Building & More
Wake The Bear
Marketing & Media Agency that's a specialist in navigating brands going through critical periods of growth.
Automotive Publishers vs Car Brand Websites: Which is the Consumer Preference???
A recent report by Sophus3 in partnership with Bauer Media and Carwow Group reveals that car buyers are more likely to engage with automotive publishers than directly with car brand websites. The research examines how consumers are more likely to trust independent reviews, expert opinions, and third-party content when making vehicle purchase decisions. Furthermore, consumers believe that automotive publishers offer a wealth of unbiased information, which has a greater influence on purchase as opposed to the promotional content on car brand sites. This highlights the growing importance for car manufacturers to partner with publishers to reach and engage potential buyers through trusted platforms.?
ITV’s New AI-Generated Ad Service?
ITV announced they are launching the UK's first TV ads generated entirely by AI. These generative AI ads, created using OpenAI’s tools, will allow for personalized, data-driven content at scale, transforming how brands engage with viewers. ITV's innovation aims to provide advertisers with a new way to connect with consumers by leveraging AI to create tailored ads that resonate more with specific audiences. The move highlights the increasing role of AI in the creative advertising space, and its potential to transform traditional TV marketing.?
At Wake The Bear, we believe that ITV’s move to introduce AI-generated ads is a game-changer for SMEs. It’s not just about cost-efficiency but also about making TV advertising more accessible and personalized. For brands looking to scale up, this innovation offers a unique opportunity to reach their audience with tailored messaging that resonates. However, while AI can enhance creativity and precision, it is essential to maintain a cohesive brand narrative across all touchpoints.
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Brand Building Through Multi-Channel Exposure?
In a recent column in Marketing Week, Grace Kite discusses effective brand-building. Kite argues that in today’s landscape, effective brand-building consists of multiple, coordinated smaller media exposures, as oppose to one large broad-reaching campaign. With fragmented media consumption, using a variety of channels in a synergistic way, brands can significantly boost their ROI on media spend. Further, it is particularly important that the smaller media exposures are coordinated, to ensure that messaging across all platforms are consistent, to increase brand recall and emotional connection to the brand. Multiple personalised touchpoints must be unified with consistent branding to ensure the most effective long-term impact on brand growth.
We believe that a multi-channel approach is the natural evolution of brand building in today’s digital landscape. For challenger brands looking to scale up, this strategy offers immense potential. Success comes from not just using multiple platforms, but from creating a consistent experience that resonates across each channel. It is about starting with a clear brand vision and adapting how you communicate it whether it's through video, display, or social while maintaining the same message. By coordinating efforts, brands can create a unified story, reaching audiences in a way that feels personal and relevant, while also maximizing long-term growth.
Driving Hype with YouTube’s New Engagement Tool?
YouTube has announced a new engagement tool and metric – Hype. Hype is essentially a ‘super-like’ and can be used when a consumer enjoys a new video from a small account (under 500,000 subscribers). When given a Hype, this gives smaller accounts the opportunity to be seen by more people. YouTube is creating a chart of the top 100 most-hyped videos and users are restricted to three hypes per week to ensure smaller accounts are granted the opportunity for increased exposure.??
We believe this is a beneficial additional data point for YouTube, indicating that they have taken on board what was key to TikTok’s success – putting emphasis on content relevance over the popularity of creators. Through creating opportunities for smaller accounts to scale at pace and giving the opportunity to give viewers more ways to find enjoyable content, we are looking forward to seeing the reaction of fans having a stake in the success of their favourite new talent.??
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