February Marketing Chatter: Mega Streaming Services, AI Advancements, and the Social Search Bar
Marketing never stops moving. Wpromote's monthly Marketing Industry Chatter newsletter will keep you up-to-date on the biggest headlines, updates, and trends in the wide world of marketing and media—with the expert insights you need to take action.
While the shortest month might've felt a little long this year (thank you, Leap Day), that just means we had more time to round up the most interesting marketing headlines for your perusing pleasure.
From the latest privacy solution drama to Gen Z's social-first search focus, here's the breakdown of the most important industry news from February.
Google claps back at IAB’s Privacy Sandbox report
What you need to know: On February 6, IAB released their assessment of Google’s Privacy Sandbox. The report highlighted several key issues, including how Privacy Sandbox could disrupt the current programmatic ecosystem due to the loss of data points needed to ensure brand safety.
IAB also shared that they felt that, in its current state, Google’s Privacy Sandbox was not viable and would be “an undue cost burden on ad-tech firms.”
It didn’t take long for Google to respond, stating that IAB’s “analysis contains many misunderstandings and inaccuracies” and that it ignores “the broader objective of Privacy Sandbox to enhance user privacy while supporting effective digital advertising.”
What you need to do: As Google phases out third-party cookies, data privacy will continue to be a hot button issue. Industry experts think Privacy Sandbox could be a seismic shift in the advertising landscape, but we still don’t know how it will affect brand safety or the programmatic ecosystem. Stay up to date with new developments and make sure you’re testing different data solutions so your team is ready.
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OpenAI introduces latest AI advance: Sora for video
What you need to know: On February 12, the makers of ChatGPT announced the latest addition to their AI arsenal: a text-to-video generating model named Sora that is already generating both excitement and concern with creative experts.?
The AI video generator is still in its “red-teaming phase,” where teams test the product to make sure it doesn’t produce harmful or inappropriate content.
Sora isn’t the only thing OpenAi is working on right now. According to The Information, OpenAI is also positioning itself to compete more directly with Google with a new web search product partially powered by Microsoft Bing.
What you need to do: The AI future is now. The tech arms race around AI means that new developments and announcements will continue to come in fast and furious—and increasingly sophisticated offerings will keep reshaping the marketing landscape. You need to keep your finger on the pulse and keep part of your budget reserved for testing new tech so you don’t fall behind more innovative competitors.
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New streaming sports service faces potential legal challenges
What you need to know: Last month, Warner Bros. Discovery announced that it is partnering with ESPN/Disney and Fox Sports to launch a streaming service dedicated to sports this fall.
The unnamed standalone app will feature the NFL, the MLB, NASCAR, the PGA Tour, and more. It’s increasingly rare for the major streamers to work together, and the new service could offer a glimpse into the next phase of streaming as consumers look for ways to lower the monthly costs of multiple streaming subscriptions.
Shortly after the announcement, sports-first streaming service Fubo filed a lawsuit against the planned sports bundle. Separately, the Justice Department plans to review the Disney/Fox/Warner Bros. Discovery joint venture over potential consumer harm.
What you need to do: While we’re still in the early days of this new mega sports streaming service from Disney, Fox, and Warner Bros. Discovery, this streaming service could be an exciting source of new OTT advertising opportunities, especially if you’re looking for early adopter benefits. But keep an eye on the outcomes of any pending lawsuits/investigations.
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Gen Z says goodbye to the traditional search bar
What you need to know: As media continues to converge, search and social are looking less like distinct “channels.” That’s especially true for Gen Z: 51% prefer social media to search engines when looking up brands.
Gen Zers are more likely to use social networks over search engines for a variety of purposes. It’s becoming increasingly clear that brands need to identify not just what platforms these younger consumers are using, but challenge assumptions about how they’re using them and what they’re doing there.
Gen Z is split on where they’re primarily searching. Nearly 60% of Gen Z had searched on YouTube in the past month, while about half said the same about TikTok.
What you need to do: If your target audience is Gen Z, you need to adapt your brand’s search strategy to meet those customers where they are. Try getting creative with your social strategy and look for opportunities to leverage search strategies on social platforms to make sure your brand is serving up the right information in the right place.
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Meta takes an opt-in approach to political content on Instagram
What you need to know: The closer we get to November 2024, the more political content you can expect to see across every channel, which can put brand safety at risk, especially as AI capabilities get more sophisticated.
According to eMarketer, 64% of people in the US think “fake news” and disinformation are spread most widely by social media, and brands need to plan accordingly.?
Different platforms have different policies around political content, which should impact your election year marketing strategy. Meta has announced that Instagram and Threads will not recommend political content, instead letting users choose to opt into content related to laws, elections, and politics.
What you need to do: As we get closer to the election, make sure you have a clear strategy around politics in place. That includes how your brand is prepared to engage (or not engage) in political conversations or showcase their values as well as how you’ll navigate different social media platforms. Don’t rely on reactive responses; get proactive with scenario planning now to fully prepare for the year ahead.
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February Featured Content
Beyond Gen Z: Marketers Are Missing Out On Older Generations
With the spotlight firmly on Gen Z and millennials, it’s no surprise that many brands are missing out on some major consumer cohorts: Gen X, baby boomers, and other older adults.
Stop making assumptions about these older generations and instead look to court them by considering the different needs and interests of these groups when planning creative.