Brandtech Group raised $115 million to invest in AI, and its network is using the technology in pitches to clients for creative concepts and brand analysis, such as Jellyfish's Pencil -- a startup that uses generative AI to create ads. Nick Emery, CEO of Jellyfish, talks about how AI is changing agency billing from hourly to output-based, and how the agency network is providing a "share of model" measurement system to brands, which tracks brand perception based on AI models.
Advertisers can now promote LinkedIn members' posts via the Thought Leader influencer program, which it introduced last year as a more limited version, and will get to see other organizations' ad collections soon. LinkedIn members post data like their employment and educational history, making targeting easier.
More than 90% of US markets now have access to Waymark's AI video advertising platform, the company reported, through its partnerships with media outlets. Waymark also recently signed deals for the UK and Australian markets, and is introducing both Spanish-language features and self-service.
Walled-garden platforms like Meta and Google have started reviving marketing mix modeling with open-source models. Smarter Ecommerce executive Mike Ryan notes that Google's Meridian incorporates the company's YouTube and search data, which can be valuable organic signs of interest.
Leaders in advertising, gaming, publishing and a number of other industries told Autodesk that the ability to work with AI is the most essential skill for creative workers. The study also found that media and entertainment companies' success at best practices correlates with their digital maturity.
Programmers are embracing increasingly immersive versions of television game shows to grow and retain audiences, increase engagement and optimize content monetization. The popularity and relatively low production costs of game shows make them a clear choice for interactive additions that let viewers use mobile devices or the metaverse to participate in games and win prizes or experiences, experts say.
Rethink created a 60-second "Unfakeable" spot for Heinz, which shows the tricks used by food stylists, who were anonymously invited by the brand to a commercial shoot, such as replacing mayonnaise with denture cream and painting strawberries with nail polish. The ad, running across TikTok, YouTube and Instagram, shows there's one ingredient that needs no such trickery -- Heinz Ketchup.
As companies navigate the marketing landscape and determine individual needs, the Fractional Chief Marketing Officer has become a popular option as it offers the opportunity to leverage marketing experts on a part-time basis. Fractional CMOs save on labor and a full-time position, and bring fresh perspectives from other industries and projects they're involved in, though there are also drawbacks such as balancing multiple clients under a time crunch and the potential for challenges prioritizing tasks.
