Spotify launches ad analytics platform
Spotify has launched a free one-stop measurement solution across its podcast and music ad formats for advertisers to assess their digital audio investment. Spotify Ad Analytics centralises first-party measurement solutions, Spotify Brand Lift, and online attribution and conversion lift reporting (powered by Spotify pixel) in one dashboard, providing metrics including recall, awareness, consideration, and conversion.
Why is this important?
Spotify is making it easier for advertisers to access more full-funnel measurement solutions to unlock greater impact globally. Introducing this new service is a critical step to proving that Spotify is not only a destination to align brands with culture, but it’s also a place to achieve marketing goals and business outcomes. Read more.
Threads reaches 100 million members in record time
Meta’s new app Threads has now become the fastest growing app of all time, reaching 100 million members in less than a week. Whilst it’s being marketed as an alternative to Twitter, Meta is interested in a platform with a positive atmosphere and aims to steer clear of Twitter’s pitfalls.
Why is this important?
Its rapid growth has taken over ChatGPT as the quickest growing app, after it too reached 100 million users recently in only two months. Meta has great scale and reach, any new additions to its arsenal will have a large impact on the media landscape.
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The role of AI in predictive analytics
Predictive analytics builds on the wealth of data companies have on their customers’ behaviour, actions and other trends or information that might be available to them. Therefore, it is AI that makes predictions about future outcomes, using historical data combined with statistical modelling, machine learning and other forms of analytical tools. While generative AI tools like ChatGPT are getting most of the press these days, as many as 95% of companies are currently incorporating some type of predictive analytics into their marketing.
Why is this important?
There are a few reasons to pay particular attention to predictive analytics when considering further adoption of AI in your marketing approach; it allows you to find new opportunities, such as new and valuable audience segments, and determine when a customer is most likely to purchase. It can also help marketers prioritize where they should focus their efforts and investments, as well as taking steps towards reducing churn or salvaging at-risk customer relationships by taking measures to prevent these outcomes.
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Campaign of the week: Tesco’s latest ‘Food Love Story’ acknowledges struggles of co-parenting
The newest ad in Tesco’s ongoing ‘Food Love Stories’ campaign celebrates the unseen awkward family dynamics of a couple adjusting to life after separation. The spot shows a young girl getting dropped off at her mother’s house by her father, expressing a desire for them to have dinner together – the parents put aside their own feelings and work together to prepare a BBQ for their daughter, regaining some sense of normalcy as they sit down to eat. Felipe Guimaraes, deputy executive creative director at BBH (the creative agency behind the campaign), says: “We see plenty of happy households in advertising but it’s rare to find portrayals of couple who are still figuring out how their new family dynamic can work.” The ad will run across TV, online video, cinema, OOH, social media, digital display and print for the next three weeks.
