Weekly Newsletter - 16.02.2024

Welcome to the WASK’s Weekly Newsletter! Your reliable source for digital marketing, social media, and Artificial Intelligence updates. Stay informed, and stay inspired with us!

Meta Provides Insights into AI-Based Ad Tools Development and Trends

Meta recently hosted a roundtable discussion on AI strategy in marketing, shedding light on the development of its AI-driven ad tools and emerging trends in 2024.

Key highlights include the strong adoption of Meta's AI content generation features among advertisers, the growing popularity of click-to-message ads, and the significant role of AI in content recommendations on Instagram and Facebook.

Meta emphasizes the importance of video content and notes a shift towards AI targeting tools for better ad results. Despite initial hesitance from brands, Meta's AI-powered targeting systems have proven effective, allowing brands to focus more on creative aspects.

The success of Meta's Advantage automated campaigns has contributed to the recovery of its ad business following the impact of Apple's iOS 14 update. AI remains a focal point for Meta as it continues to increase performance and user experience in advertising.

X Introduces 'Creator Targeting' Option for Advertisers to Sponsor Video Uploads

X, after successful trials with YouTube star MrBeast, has launched its "Creator Targeting" ad option. This feature enables brands to sponsor content from selected creators within the app.Advertisers will have the ability to run ads against approved video creators' content, potentially reaching specific audiences and expanding their brand exposure. While details about participating creators remain undisclosed, the program is anticipated to include established creators. This initiative aligns with X's strategy to incorporate more video content into its platform and attract high-profile creators, ultimately increasing engagement and offering monetization opportunities.

OpenAI's New App Sora Instantly Converts Texts into Videos

OpenAI has introduced a new application called Sora, which converts text into impressive videos. This marks a transition from language models and image-based applications to video creation in artificial intelligence technology.

Sora allows users to create captivating videos with short descriptions, resembling Hollywood productions, and without the need for animation knowledge. The app is not yet publicly available, with only a select group of academics and technology experts testing it.

Google Introduced Gemini 1.5, Its New Artificial Intelligence Model That Can Process 1-Hour Videos

Google has released Gemini 1.5, an upgraded version of its large language model, offering improvements in various areas. Notably, Gemini 1.5 can process larger queries and handle more information simultaneously, boasting a context window of 1 million tokens. This advancement is achieved through the "Mixture of Experts" technique.

Google sees potential applications in filmmaking and financial analysis. While initially available to commercial users and developers, a standard version with a context window of 128,000 tokens will be accessible to all later. Testing includes evaluating security and ethical boundaries.

OpenAI Added Memory Feature to ChatGPT

OpenAI has introduced a memory feature for its AI chatbot, ChatGPT, allowing it to remember user preferences and trends. This feature aims to provide more relevant and consistent responses by storing information from previous conversations.

While enhancing user interaction, privacy concerns regarding data storage need to be addressed. Currently in beta, the feature is available to limited ChatGPT Free and Plus users.

Instagram Will Automatically Respond to Messages with Artificial Intelligence Bot

Instagram is working on an artificial intelligence bot that can automatically respond to incoming messages to enable users to interact more. With this feature, users will be able to create answers based on specific keywords and artificial intelligence will choose the most appropriate answer.

The platform thinks that this artificial intelligence feature will improve customer relations, and the feature is planned to be available this year.

Google Establishes New Artificial Intelligence Research Center in Paris

Google has opened an artificial intelligence research center in Paris, France, with a budget of 300 million euros. The center will employ over 300 engineers and researchers, including teams from YouTube and Chrome.

Led by CEO Sundar Pichai, it aims to develop its own language models with input from researchers previously employed at major tech companies. Other technology companies with AI research centers in France include Fujitsu, Samsung, IBM, and Facebook.

Meta Advises Advertisers to Use Desktop for Boosted Posts, Dodging Apple's 30% Fees

Meta has introduced a workaround for small businesses to circumvent Apple's 30% service charge on boosted posts within its apps. Due to Apple's new policy, starting this month, iOS users face a fee when purchasing boosted posts.

Meta's response includes directing advertisers to boost posts via desktop to avoid the additional cost. This move comes after a longstanding dispute between Meta and Apple over in-app payment charges, with Meta previously criticizing Apple's fees as monopolistic.

Despite the ongoing tension, Meta aims to support small businesses by providing alternative options for boosting posts and navigating the new payment requirements.

Meta Introduces 'Meta Verified' Comment Filter on Instagram

Meta is launching its new 'Meta Verified' comment filter on Instagram after months of testing. The feature allows users to prioritize engagement from verified accounts, providing an extra level of exclusivity for paying subscribers.

While it may help in filtering out bots and spammers, its value for regular users and creators remains uncertain. This sorting option, part of Meta's broader verification product, could offer opportunities for collaboration and exposure, though it's currently in the testing phase.

Snapchat Announces a Partnership with Pospha

Snapchat announces a partnership with Fospha, a digital measurement platform, to offer advanced tracking of campaign performance within the app.

Through the partnership, marketers can access third-party verification and more comprehensive data analytics, including Multi-Touch Attribution (MTA) and Media Mix Modelling (MMM), to measure cross-marketing Return on Advertising Spend (ROAS).

This collaboration aims to assist marketers in transitioning from cookie tracking to more privacy-aligned data tools for measuring campaign effectiveness.