Digital Debrief 12/18/2023

What's new in the digital world? Let's debrief:?

Artificial Intelligence (AI)?

• Microsoft has unveiled Phi-2 , a 2.7 billion-parameter language model demonstrating advanced reasoning and language understanding capabilities. Surpassing larger models, Phi-2 builds on the success of Phi-1 and Phi-1.5 through innovations in scaling and training data quality, utilizing "textbook-quality" data and synthetic datasets. Phi-2's compact size makes it a valuable tool for research in areas like interpretability and safety, and it has been rigorously evaluated across various benchmarks, showing proficiency in tasks like physics problem-solving and student mistake correction. Trained on 1.4 trillion tokens using 96 A100 GPUs over 14 days, Phi-2 maintains high safety standards, outperforming open-source models in toxicity and bias reduction.
• Google Cloud has launched Imagen 2 , an advanced text-to-image generator developed with Google DeepMind technology, available to Vertex AI customers on the allowlist. Imagen 2 offers enhanced features like diverse image generation, multi-language text rendering, logo creation, and capabilities for captions and question-answering. Designed for enterprise use, Imagen 2 integrates safety measures and digital watermarking for responsible AI applications, catering to companies like Snap, Shutterstock, and Canva for varied creative purposes.
• According to Gartner , 20% of brands are expected to adopt an "AI-free" approach as a unique selling point, contrasting with the trend of increasing investments in generative AI by marketing chiefs. By 2026, 80% of top creative roles will incorporate generative AI to enhance productivity and innovate in products and services. Still, concerns about authenticity and the impact of AI on organic search traffic are prompting a need for more AI guardrails. This shift towards AI skepticism is driven by consumer mistrust and the desire for more humanized brand interactions, leading to a rise in 'acoustic' branding that emphasizes human elements over AI-driven automation.
• Trivago is unveiling a brand refresh and new advertising campaign, leveraging artificial intelligence to create localized messages in various languages. The hotel search site's overhaul, led by agency DesignStudio, features a vibrant new logo and the tagline "Search Savvy. Feel Super." A key element of the campaign is the introduction of a new "Mr. Trivago," with AI technology enabling efficient and customized voiceovers for different markets. This initiative is part of Trivago's strategy to stand out in the competitive travel market, emphasizing visual appeal and technological innovation in its marketing efforts. The campaign is already launching in regions like Canada and Denmark, with plans to expand to the U.S. around Christmas.

Marketing

• Warner Bros. Motion Picture Group is celebrating the 20th anniversary of the holiday movie "Elf" with an interactive Roblox experience created in collaboration with Fairview Portals and Supersocial. Participants can engage in activities related to Santa's workshop in this virtual world, such as being a Wish Taker, Toy Maker, or Gift Wrapper, earning presents, and digital wearables. This Roblox experience, called "Elf North Pole Workshop," is designed to deepen audience engagement with the film, featuring music from the original composer, John Debney, and incorporating visual elements inspired by the movie's stop-motion animation. The activation is part of Warner Bros.'s strategy to connect with younger audiences and extend the film's popularity through innovative digital experiences.

• Warner Bros. Pictures and game publisher Zynga are collaborating to feature the upcoming "Wonka" film in several Zynga games , including the popular Words With Friends franchise. This partnership, extending a decade-long relationship, involves integrating "Wonka" through in-game challenges, rewards, and film content. The Words With Friends 2 game will introduce a Wonka avatar, offering chocolate-themed word games and additional themed rewards, aiming to generate excitement for the film's release and engage new audiences through mobile gaming.
• Dove is set to air a 30-second commercial during the first quarter of the 2024 Super Bowl, marking its first appearance since 2006 . The ad, part of Dove's ongoing Self-Esteem Project, will promote the #KeepHerConfident campaign, linked to its collaboration with Nike on the Body Confident Sport initiative. This initiative, aimed at building body confidence in girls aged 11 to 17, aligns with Dove's mission to create a positive environment in sports, addressing the issue of girls dropping out due to low body confidence. Dove's commitment to purpose-driven marketing continues as part of parent company Unilever's broader strategy, emphasizing the success of brands that effectively integrate purpose into their propositions.
• At the upcoming Consumer Electronics Show (CES) 2024 , Reddit plans to present new insights and usage data to help marketers effectively engage with its highly active communities. The platform will showcase how its unique blend of search and social features creates a conducive environment for brands, highlighting user journeys from initial interest to informed purchase decisions. With 75% of Reddit users more inclined to consider new brands seen on the platform and a vast user base across over 100,000 communities, Reddit's data promises valuable insights into harnessing its potential for brand promotion and audience connection.
• Google is advancing its initiative to phase out web tracking cookies by testing a new "Tracking Protection " feature in Chrome starting January 4 . This feature automatically limits third-party data tracking and gives users enhanced control over their data through cookie insights. Initially rolling out to 1% of Chrome users globally, this is part of the broader Privacy Sandbox initiative aiming to eliminate third-party cookies by the second half of 2024. The update signifies a shift in web data practices, potentially impacting digital marketing and user behavior measurement. Marketers are encouraged to prepare by seeking ways to gather more first-party insights for improved audience segmentation and connection processes.
• Doritos , in collaboration with the spirits company Empirical , is launching a nacho cheese-flavored alcoholic drink targeting adventurous Gen Z and millennial consumers. The Empirical x Doritos Nacho Cheese Spirit created using real Doritos chips and vacuum distillation, is set for a limited release in select markets and online preorders starting in January. This unique beverage, recommended for cocktails like margaritas and Bloody Marys, exemplifies Doritos' commitment to offering bold and unexpected experiences to its fans, further diversifying its brand presence in consumer culture.
• M&M's , a Mars brand, is set to return to the Super Bowl with a new ad during the first commercial break on February 11, 2024. This marks the brand's ninth Super Bowl appearance since 1998, focusing on its mission of using fun to include everyone. The return follows a controversial stunt where M&M's spokescandies were put on an "indefinite pause ," stirring debate around a previous rebrand. Alongside M&M's, Mars brand Snickers will also feature at the Super Bowl, serving as the presenting sponsor of an NFL Network activation and distributing products from a custom ice cream truck.
• MoonPie has launched a unique global advertising campaign targeting extraterrestrials following July's congressional hearings on Unidentified Anomalous Phenomena (UAPs). In collaboration with Tombras and UAP researchers, the brand created out-of-home ads in languages purportedly understandable only by aliens, placed in UAP hotspots like Washington, DC, and Roswell, New Mexico. The campaign includes static and mobile billboards, airplane and boat banners, and a drone light show over Mexico's Pyramid of the Sun, all designed to attract extraterrestrial attention and capitalize on the public's renewed interest in UAPs. MoonPie's campaign also features a website with UAP information and seeks to name the first extraterrestrial that reveals itself as the brand's "Alien-fluencer."

• ?In partnership with Mint Mobile, Oscar Mayer's "A Side of Bacon " campaign offers free bacon with select purchases, including a three-month Mint Mobile plan. The campaign spans local businesses in cities like Atlanta and New York, extending across various media platforms. This initiative is part of Oscar Mayer's larger "Keep it Oscar" brand strategy.

• Frito-Lay 's new campaign, "My Joy," created with Michael B. Jordan's agency Obsidianworks, highlights joy through the perspectives of diverse creators in fashion, music, food, art, and sports. Airing in 30- and 60-second spots across broadcast and digital platforms, it emphasizes the company's commitment to investing in diverse voices. This initiative aligns with consumer values, particularly among Gen Z and ethnic groups, who view representation positively. The campaign features creators from various disciplines, integrating Frito-Lay brands into their stories, and aims to showcase the collective power of diverse narratives.

Social Media

Meta:

• Threads has launched in the European Union , expanding its reach and potentially adding millions of new users. Initially delayed due to EU regulations, the platform has been updated to comply with these policies. With Instagram serving approximately 259 million monthly active users in Europe , Threads' user count is expected to increase significantly. Threads is gaining traction in various communities, including NBA fans, and could soon cross the 200 million monthly active user mark. Meta's focus on Threads development highlights its potential for growth and the opportunities it presents, especially in advertising, as it aims to build a billion-user platform.
• Instagram is enhancing its inbox Notes feature by adding video notes and new engagement options to foster more spontaneous interactions within the app. Users can now create 2-second looping video notes, visible to mutual followers or Close Friends for 24 hours. Additionally, Instagram has introduced various ways to respond to Notes, including audio, photo, video, GIFs, and stickers. This update is particularly appealing to younger audiences, a demographic Instagram is keen to engage, especially as recent Pew Research data indicates a decline in the app's popularity among teens compared to platforms like YouTube, TikTok, and Snapchat.
• Instagram has introduced new anti-spam measures to alleviate the burden of manual spam filtering for users and reduce the prevalence of junk content in the app. These updates include automatically segregating potential spam follow requests, bulk reviewing spam tags, and experimenting with hiding story views from suspected spam accounts. Additionally, Instagram is expanding its Advanced Comment Filtering tools to cover spam replies and testing in-app alerts to inform users about content that may violate guidelines. These improvements enhance user experience by streamlining spam management and refining audience engagement.
• Meta is advancing its integration with the fediverse by enabling Threads content to be interoperable via ActivityPub , allowing Threads to be accessible on Mastodon and other decentralized platforms. This move towards a less centralized social media model, where independent servers work together, could redistribute Meta's control and enhance user autonomy over content. While still in the early stages, this integration enables Mastodon users to follow Threads content, marking a significant shift in Meta's approach towards a more open and interconnected digital ecosystem.
• Instagram has introduced updates to simplify live streaming for creators using third-party software like OBS or Streamlabs via desktop PCs. Professional accounts can now access a stream key through the "Create" menu on the desktop app, enabling them to preview and launch high-quality live streams directly on Instagram. This streamlined process is expected to attract more creators to the platform and enhance viewer engagement, making it a significant consideration for content strategies in 2024.
• Meta is testing an integrated AI chatbot within its Ray-Ban Stories sunglasses , enabling users to interact with a ChatGPT-like system combined with Microsoft's Bing search engine for real-time information. Demonstrated by Meta's CTO, the feature allows users to ask questions through voice commands and receive AI-generated responses on various topics. This development represents a step towards more integrated augmented reality (AR) experiences, indicating the potential future of everyday interactions with AI and voice commands. While currently a novelty, this technology points to evolving AR interactions and the growing significance of conversational AI in daily life.
• Meta is expanding its fact-checking program to include Threads content, critical with the 2024 U.S. Presidential Election and other global polls approaching. The expansion allows third-party fact-checkers to review and rate Threads content, aligning with Meta's broader efforts to combat misinformation across its platforms. This step is crucial as Threads grows in popularity, with over 100 million users, and misinformation remains a significant concern in influencing public opinion and election outcomes. Additionally, Meta plans to give Threads users more control over their exposure to sensitive or fact-checked content, mirroring similar controls on Instagram and Facebook.
• Meta's new 'Audiobox ' AI tool, capable of replicating voices from short audio samples, offers a public demo featuring two system voices, "Alice" and "Emily," for custom audio generation. The tool's accuracy in mimicking voices raises potential misuse concerns. This initiative is part of Meta's expansion into generative AI technologies.

TikTok:

• TikTok's "In The Mix " live concert, featuring artists like Cardi B, Niall Horan, and Charlie Puth, will have its highlights broadcast on Disney+ and Hulu. This move showcases TikTok's deepening relationship with the music industry, leveraging its influence in launching and rejuvenating musical careers by aligning with in-app trends. The hour-long special, TikTok's first in-real-life concert event, highlights the platform's expanding role in music promotion and discovery.
• In 2023, TikTok users spent $3.8 billion within the app, a 15% increase from the previous year, with the United States and China being the top contributors, each accounting for about 30% of the app's lifetime revenue. While in-app shopping has not become widespread in Western markets, in-app purchases are the primary revenue source, particularly TikTok Coins used for virtual gifts. TikTok is exploring expanding its in-app shopping offerings following its success in Asian markets. It plans to develop this aspect further in 2023, potentially focusing on food delivery services.

X (formerly Twitter):?

• X is introducing a new feature allowing Spaces hosts to control whether non-logged-in and private users can join their chats. This "Allow Incognito " setting will enable hosts to permit anonymous participation in Spaces discussions, catering to preferences for privacy and discretion in sensitive or controversial topics. The update reflects a growing need for privacy options in digital spaces, especially considering recent divisive content and controversial discussions on the platform. While this feature is currently being tested with selected users, it represents a significant step towards enhancing user autonomy and engagement in Spaces.
• X , led by Elon Musk, plans to introduce a video feature to its live Spaces chats , allowing participants to switch on video during audio broadcasts. The update, resembling functionality in apps like Zoom or Google Meet, aims to highlight the speaker's video, adding a new dimension to Spaces. Despite Spaces' limited popularity and issues with discoverability, Musk anticipates this addition could enhance user engagement and make the platform more interactive. Musk aims to release this feature by the end of the year or early next year.
• X is set to launch a new search functionality for its Bookmarks feature, enabling users to find tagged posts within their Bookmarks list quickly. This enhancement is part of X's efforts to increase engagement, following the addition of bookmark counts and treating Bookmarks as "quiet likes " for algorithmic promotion. Owner Elon Musk, who discovered the feature's potential after acquiring X, aims to improve user experience by making Bookmarks more accessible and prominent. The release of the Bookmark search is expected soon, although its direct impact on marketing strategies remains limited.

BeReal:

• BeReal has introduced new features, including video posts, group chats ("RealGroups"), and post tagging. The "Behind the Scenes" functionality allows users to capture and share brief videos alongside their BeReal posts, enhancing the app's focus on authentic experiences. Despite losing some growth momentum, BeReal maintains a solid user base , with 25 million daily active users, and continues to evolve, potentially carving out a niche in social media for specific communities. However, it remains less likely to be a significant platform for brands.

YouTube:?

• YouTube is launching a program for creators to gift ten free channel subscriptions per month to viewers , aiming to convert them into paying members. This feature, targeting channels with memberships below $5, allows creators to offer a preview of exclusive content and perks. These gifts are a strategy to increase channel engagement and subscriber counts and are distributed during live streams or premieres.?
• YouTube is enhancing brand safety and suitability for Shorts ad placements through partnerships with Integral Ad Science (IAS) and Double Verify . These tools assure advertisers that their ads will appear in brand-safe content, in line with the Global Alliance for Responsible Media standards. This move aims to optimize ad placement in YouTube's rapidly growing Shorts format, which now boasts over 70 billion daily views.

WhatsApp:?

• WhatsApp is introducing a new feature allowing users to pin messages or message elements within a chat for up to 30 days, helping prioritize meaningful discussions or reminders. This pinned chat will stay at the top of the chat window, facilitating easy reference and interaction, and can include various content like polls, images, or emojis. Available in both individual and group chats, with group admins controlling pinning permissions, this feature offers a practical way to keep the focus on key information, such as meeting times or project deadlines.

Snapchat:?

• Snapchat has introduced new generative AI features to Snapchat+, and its paid subscription service now boasts 7 million members. These additions include an AI-driven visual creation tool for producing images from text prompts and a collaborative "Dreams" feature for creating AI images with friends. These updates and the ability to gift Snapchat+ subscriptions via Amazon are part of Snapchat's strategy to enhance the subscription's value and attract more users during the holiday season, capitalizing on its appeal to its target market with fun, value-added options.
• Snapchat's annual "Recap" feature will allow users to revisit their year with a video summary of their Snap content, sorted into various categories in the "Memories" section. The recap includes personalized highlights like selfies, beach snaps, and New Year celebrations. Alongside this, Snapchat has shared the top content trends 2023, including popular AR filters like "Baby Cheeks" and "Anime AI" and trending moments such as Valentine's Day and Music Festival Season. Despite financial challenges, Snapchat has grown, surpassing 400 million daily active users and expanding its Snapchat+ subscription service, positioning itself for further development in AR and user engagement.

Wishing everyone a happy and safe holiday! Digital Debrief will be on pause until 2024. Stay tuned for the next update in the new year??