VuePoints Spring 2023 - E5

Hi there! I'm John Cobb , CEO and Co-Founder of VuePlanner . I wanted to take a moment to share a weekly recap of some content surrounding the AdTech, AI and, advertising ecosystem. In this?newsletter, I will share digestible pieces of industry content socialized and shared each week. I hope this resource brings you value and makes it easier for you to stay up to date on our ever-evolving world.

?Despite Landmines, Advertisers Love CTV

According to Chris Kane, the founder of Jounce Media , connected TV (CTV) advertising poses risks even within private marketplace (PMP) deals. The limited availability of "premium" #CTV inventory leads streaming platforms to resell ad pods from other sources, making it challenging for buyers to know the quality of what they're purchasing. While approximately 30 streaming companies capture the majority of CTV spending, they lack exclusive sales rights and offer a mix of content. Advertisers may unknowingly end up with "sorta CTV" inventory, such as screens in public places, instead of the intended placements. Additionally, content adjacency issues can arise when buying from virtual multichannel video programming distributors (vMVPDs) that aggregate content from various sources. Advertisers and ad tech companies can pressure streaming apps to share more information about where ads are running to ensure responsible CTV investments. Learn more.

?AI Will Soon Be Coming to Search

The article by Allison Schiff discusses how large advertising platforms like Google, Meta (formerly Facebook), and Amazon are leveraging generative #AI to attract advertisers and improve ad performance. These platforms have recently introduced machine learning and generative AI tools to their advertising products. For example, Google is testing a conversational assistant within #GoogleAds that allows advertisers to chat with AI to develop creative assets, headlines, and keywords. Google is also incorporating AI-generated ad content across its properties through #PerformanceMax, an automated optimization tool. While AI-generated content raises questions about human creativity, it is seen as an assistive tool for marketers to enhance their workflows. Learn more.

CVS Says that AI will Profoundly Impact Agencies

The #MarketingDaily article discusses the profound impact of artificial intelligence (AI) on the #healthcare industry, according to CVS Health Chief Marketing Officer (CMO), Norm de Greve . He highlights how AI can revolutionize healthcare by improving patient care, personalizing treatments, and enhancing operational efficiency. De Greve emphasizes the potential of AI in areas such as telemedicine, chronic disease management, and drug discovery. He also highlights the importance of privacy and ethics in implementing AI solutions in healthcare. Overall, de Greve believes that AI will play a significant role in shaping the future of healthcare and improving the lives of patients. Learn more.

?Highlights from Brandcast 2023

The most recent YouTube's #Brandcast event focused on trends and developments in video content. YouTube emphasizes its commitment to fostering a diverse and inclusive #creator ecosystem while showcasing the power of its platform for reaching global audiences. The article also highlights YouTube's emphasis on enabling creators to engage with their audiences through innovative formats like #YouTubeShorts, livestreaming, and interactive features, as well as its focus on brand safety and data transparency for advertisers. Learn more.

PaLM 2 Allows Advertisers to Generate AI Media Assets with Google

According to Laurie Sullivan , a writer at MediaPost , Google is reportedly planning to introduce a feature that allows advertisers to generate AI-driven ad copy within Google Ads. This move aims to streamline the ad creation process and provide more options for marketers. The AI-generated ad copy would be generated through Google's language models and would allow advertisers to review and make necessary edits before deployment. This feature aligns with Google's ongoing efforts to incorporate AI and automation into its advertising platform to enhance campaign performance and efficiency. Learn more.

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VideoAmp Enables Holistic Measurement of YouTube Reach and Frequency Across Platforms

VideoAmp has announced its capability to measure audience reach and frequency for YouTube across various platforms, including CTV, desktop, and mobile. This integration allows advertisers to utilize VideoAmp's currency-grade dataset and gain a holistic view of their YouTube campaigns within a unified platform. The integration will enable advertisers to make informed adjustments and optimizations throughout the campaign, providing actionable insights. The integration with Google's Ads #DataHub for Measurement Partners empowers advertisers to maximize the value of their media investments across YouTube, television, and digital platforms. Learn more.

The Writers' Strike as a Catalyst for Creative Empowerment

In this article by Mike Shields, he highlights the potential opportunity for writers in the entertainment industry amid the ongoing writers' strike. Shields argues that the strike is a chance for writers to take control of their creative work, explore alternative avenues such as self-publishing, and leverage digital platforms to reach audiences directly. He emphasizes that this moment presents a unique chance for writers to break free from traditional models and embrace the changing landscape of content creation. Learn more.

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