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Edition #485
On the risk of change fatigue, Perplexity’s Squid Games & Netflix engagement.
Had a great breakfast this week, getting folks together to chat on all things media.
Funnily enough, a lot was around last weeks topic, how LLMs are driving traffic, getting your company mentioned in them, what are good prompts to have, how to write a good prompt (hint have the LLM help you do that). Fun. We don’t seem to have it yet but I think it is going to lead to a bit of change fatigue. The rate of change is so much for even highly attuned folks to keep on top of.
The other side of that coin, is opportunity.
I didn’t attend but heard good things about Marketecture Live earlier this week, so congrats to Ari & team. Love to see this.
Still dwelling a bit on last weeks note, about building content for ‘machine attention’ vs human attention. And the rapid uptick in LLMs as an acquisition source. It’s like the whole digital eco-system has expanded, to add a new customer, the machine. And those that help the machines, to serve their end users, will get their unfair share.
Notable stories this week
- Google joins OpenAI in pushing feds to codify AI training as fair use.
- Google updates BrandConnect to facilitate Creator Content Partnerships.
- Morning Brew’s B2B strategy.
- Why TikTok’s rivals aren’t challenging Trump’s executive order.
- The AI leap in contextual advertising from Amazon Ads.
- Trump’s chaos could spook the ad business.
- The Unbelievable Scale of AI’s Pirated-Books Problem.
- Google Tests AI Search Options Beyond AI Mode.
- The Criteo versus SteelHouse ‘click fraud’ lawsuit just got even nastier.
- The Great Attribution Heist: TV Creates Incremental Demand. Search Takes the Credit.
- Meet the Netflix Ads Suite.
- Scope3 takes on IAS, DoubleVerify with Custom AI agents for brand safety.
- The Trade Desk stumbles, and th ad tech world cheers maybe too soon.
- The Future of News looks niche.
Deals/M&A
- Ziff Davis Everyday Health Group acquires TheSkimm.
- X obtains $44bn valuation in sharp turnaround.
- Vice Media acquires commercial and music video production studio London Alley Entertainment.
Campaign of the week
- Perplexity & Squid Game’s Lee Jung-jae.
- And they continue to do content with Jimmy O. Yang.
View all 2024 best campaigns.
Smartest commentary
- “What we are showing in the marketplace is that our ad load is lower, but our engagement of members who are watching ads actually stays the same. So the engagement of our viewer when they start watching Netflix versus three hours later, the attention level is actually equivalent. It does not drop. And that’s inclusive of the ads experience.” –Nicolle Pangis, VP Advertising, Netflix.
- “If an agent can synthesize everything a consumer needs to know to make a purchase decision, ads are useless. ….Expect budgets to shift from paid marketing to quality, agent ready content.” –@alexhalliday.
Datapoints of note
- Ad industry growth is forecast to drop from 4.5% to 3.6%, according to Madison and Wall.
- Traffic to US retail websites from generative AI sources jumps 1,200 percent.
- Apple losing over $1b/year on Apple TV.
Events
- Media breakfast on the 9th, let me know if you’re about and want to join.
View all 2024 datapoints of note.
That’s it for this week.
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