OOO: A Break from Marketing BS | November 2023

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Doritos recently unveiled “Doritos Silent” the world’s first AI-augmented snack designed specifically for gamers as a solution to having the best gaming experience possible.

And with an estimated 3 billion active gamers globally, Doritos is among many brands looking to ingratiate themselves with this vast audience – the inroads to which are multiplying as emerging technologies like AR & VR.

Doritos’ research showed that the noise of snacking gets in the way of gaming, and so in response, trained an AI model to recognize the sound of a Doritos chip crunching, in harmony with a SECOND model that isolates and amplifies the voice of the chewer, muting the sound of crunching from the audio stream.

Do Say: Ready, Player One?

Don’t Say: Console yourself.

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What’s old is new again. Cargo pants, low-rise jeans, bucket hats…and contextual advertising? If the internet does indeed become a data desert—contextual advertising could become one of few tools left in a marketer’s toolbox. It may be one of the best solutions for privacy compliance, but it’s not the most robust solution.

Contextual advertising is a lot like vinyl, it was popular, then it went away. Now it’s back, but it isn’t the only way to listen to music. Marketers should use it in tandem with behavioral targeting and other cookie-free alternatives.

Do Say: I've had enough cookies, thanks.

Don’t Say: You?can’t?have your cake and eat it too.

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TikTok recently announced the rollout of its new OOH ad solution, Out Of Phone, enabling brands to leverage TikTok content placement across billboards, kiosks, cinemas, and other video-enabled OOH screens.?

Advertising on TikTok is a huge revenue stream, and this is just the most recent move in advancing ad capabilities and ROI measurements. This new solution will allow brands to amplify their campaigns to a wider audience while also increasing reach for individual creators on the app.

We will mostly see this utilized in US markets as TikTok is also testing ad-free tiers in other markets as a likely response to data privacy regulations being tightened in the EU.

Do Say:?Where does our customer hangout in the real world?

Don’t Say:?Sorry, I'm too busy renting Barbie at the redbox...?

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Adobe is rolling out an icon that denotes AI-generated content, dubbed Content Credentials, which consists of a small “CR” icon embedded in a piece of content’s metadata.

It features information about the content, like who created it and which AI tools were used, similar to nutrition labels on food and beverages.

With the likes of Microsoft, which will incorporate it into Bing Image Creator, and Publicis, implementing it into client work across its agencies, we should expect the icon to be so widely adopted that it becomes as ubiquitous as the copyright symbol.

Do Say: Can I check the label?

Don’t Say: Ignorance is bliss!

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Shopify, originally created to support small businesses, is expanding the boundaries of e-commerce and working with brands to create incredibly unique experiences for customers. With the launch of the Shop App and Shopify Collective, Shopify is crafting brand showcases, artists collaborations and a platform for celebrities to connect with fans directly and authentically. Traditional retailers will need to reimagine celebrity-backed brand deals and placements in order to keep themselves relevant.

Do we dare say, take a page out of Drake's play(song)book...??

Do Say:?Everybody has an addiction, mine happens to be success.

Don’t Say:?My team good, we don't really need a mascot.

Numbers don't lie.?Adweek?has released their Fastest Growing Agency list, and we are sitting at #3 in Top Large Agencies and #30 overall.?Evolving into a digital-first, globally oriented agency we've grown from 130 creators in 3 studios to 2,000+ in 22 studios in just the last three years. We will continue to create radically relevant human experiences that make the world a more sustainable, inclusive and equitable place in partnership with some of the most influential and recognizable global corporations. ?

Check out the full list here:?https://lnkd.in/dSW773Uj

We are also coming home with x3 awards for our work at the Lovie Awards.?We were recognized for our Product Launch campaign?with?Both& Apparel and for our social Impact website experience?with?Iranian Diaspora Collective.?

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