Programmatic OOH outperforms digital & social in effectiveness benchmarks
Due to inflation and the recession, the need for businesses to deliver with tangible KPIs such as sales, is greater than ever. This means that many companies are defaulting to online channels such as programmatic display and social, as metrics such as CTR, web traffic and sales are black and white pieces of data that easily prove campaign success.
Why is this important?
This proves the importance of a flexible omnichannel approach when media planning. Whilst OOH is often thought of as a top-funnel, brand-building medium and nothing more, new evidence demonstrates yet again that the media channel’s role extends far beyond this. The data also highlights how behavioural targeting within OOH can provide a meaningful boost to mid-and-bottom funnel metrics. Talon’s intelligent, programmatic OOH platform, Atlas, successfully facilitates the transfer of online audience-first strategies into OOH. Read more.
Instagram combats Threads spam attacks
Threads has announced that they will be introducing tighter rate limits to combat data scraping and scammers, despite Twitter receiving criticism for the same thing. The issues around data scraping comes from the increasing amount of generative AI projects looking for inputs to feed into their systems. This was the key motivator for Twitter to increase their rate limits, with owner Elon Musk claiming that it was necessary ‘to address the extreme levels of data scraping and system manipulation’. Many users and tech analysts were unhappy with this choice as it leaves them locked out the app once they have viewed a certain number of tweets. However, Meta have taken a different approach – whilst Twitter restricts users based on how many tweets they can view, Threads will be limiting rapid actions like mass follows and comments, with the goal of protecting users from spam.
Why is this important?
Whilst Musk’s response to this announcement leans into the feud between the two apps, it presents a unique dilemma that social media platforms are facing with the rise of AI, and the steps they must take to stop third parties from manipulating their systems, not to mention taking data without user’s permission. Meta are still keen to separate themselves from Twitter, with Instagram chief Adam Mosseri reassuring users that they can reach out to Instagram if they are unfairly limited.
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Microsoft rolls out AI-generated ad headlines and descriptions
Microsoft is now introducing AI-generated headlines and descriptions for ad campaigns alongside the new auto-generated assets and IF functions feature for responsive search ads. The new AI-generated headlines are available in 35 languages, which will be detected automatically based on your website language. The auto-generated assets feature is gradually being rolled out, reducing the need to create separate campaigns or ad groups for different devices. IF functions will help advertisers easily edit ad copy based on the two targets of device and audience.
Why is this important?
New AI-generated tools are great for advertisers as they offer creative inspiration as well as saving time. They can also highlight potential ad copy improvements whilst auto-generated assets can help to create more relevant ads. These new additions to Microsoft support their move in committing towards their vision of advertising with AI.
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Campaign of the week: Barbie brand fever!
It’s hard to miss the array of pink taking over to promote the franchise’s first live-action film. A total of 100 partnerships have been made ranging from a Malibu Dreamhouse on Airbnb, hot-pink double-decker buses all over London, pool floats and so much more!
The partnerships are successfully creating a buzz for the new film with some incredible results so far. According to data from TV outcomes company EDO, Barbie’s creatives have outperformed the category’s average ad performance by 146%. Meanwhile, Barbie is the moment across social media; use of the #Barbie hashtag across TikTok, YouTube and Instagram Reels has skyrocketed 145% in the first half of 2023 compared with last year. On TikTok alone, videos with the #Barbie hashtag have amassed 9bn views this year alone, per research from global content studio Snack Content.
