Driving Growth with Prime Video
This week’s five stories include a new multi-market case study on the effectiveness of ads in streaming, how the AI and news partnerships work, and how a restaurant app gave vital information during a power outage.
Amazon started showing ads to its Prime Video TV viewers in January as the default option, asking people to pay extra if they wanted to continue to watch ad-free. This week they released two case studies showing how this worked for Hasbro, based on campaigns for Peppa Pig in Europe and Play-Doh in the US, testing the activity for metrics like brand lift, consideration, and searches on Amazon. They could also see how many of the sales that came from the campaign were from new-to-brand customers.
OpenAI has done lots of partnerships with news and content brands recently, from Associated News, to the FT - but what elements are involved, and how do they benefit both sides? This week The Atlantic opened up about their deal. No financial details, but they do go into the three key elements.
1 - OpenAI is allowed to train its models on The Atlantic’s data for two years
2 - A product partnership, where the publisher gets credits, and potentially AI support to help them use OpenAI tech for tools they are building.
3 - Integration of The Atlantic’s content into a future search product that OpenAI is building
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I have seen discussions where publishers are urged not to cooperate with the tech companies, but in these cases it seems most sensible to have a seat at the table, and keep a dialogue going.
This year Wimbledon as been using an AI company to offer an abuse-monitoring service to players, to look out for and potentially report abusive comments and messages. AI scans the players’ accounts, with human support, and if negative comments are found these can be referred to the players, and if needed the service will flag these to the platforms. The service is also going to be used by the US Open, and was used earlier this year by World Rugby, resulting in a prosecution after a referee and his wife received abusive messages. It is interesting that the tournaments are taking an active role in the duty of care of players during the event; and also a recognition that this is when passions run high and abuse is most likely to happen.
Esty, the ‘homemade’ ecommerce platform, is taking a stand on AI. While it does allow generative AI to be used by creators, they must declare it, and a new ad demonstrates the beauty that its own creators can produce, on their own. I suspect we will start to see a whole ‘no AI’ movement in areas of craft and design, taking pride in un-augmented films and effects like stop motion, rather than letting tools like Sora take the fore in creation. Clearly most companies will use AI to simplify what they do, but there will always be ones who make positive of doing things the old fashioned way.
Hurricane Beryl left around 1.8 million utility customers in Houston, Texas without power this week. The energy company does not have a useful map of the outages, but luckily the burger chain Whataburger, which has nearly 130 restaurants around Houston, has a map in its app clearly showing which ones are open and which are closed. This basically worked as a proxy for connectivity, leading many to download the app, to get the most up to date information on the outages. It pays to be helpful!
Global Service Line Leader, Audience Measurement
8 个月FYI similar to Wimbledon - Asics are offering their athletes and brand ambassadors access to Signify's AI-Driven tool to support their mental wellbeing.
NB - 'slower week for news' was written on Friday afternoon :-/