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Edition #488
Asking the right questions, the platform generated content era & Quake.
One thread of chat at this weeks breakfast was on this idea of the fourth content era, content created by platforms. And that this now, is the aim for brands, to make sure platforms are fed with the right ingredients, to represent your brand when queried by their users. I liked the framing, and asked if they could write it up. So hopefully have something in a week or so.
From my end, a common thread has been, we as an industry can’t measure things how we used to. Older measurement paradigms aren’t keeping up, an example was in measuring privacy sandbox effectiveness, comparing the new methodology against third party cookies. So, the yardstick, was a flawed methodology, that makes any point of comparison hard & not insightful.
Data is great, but you do need to be astute about the analysis you’re running. Is it a good question? Does that slice of the data actually make sense? Too often you end up with a wonky piece of analysis, because it was answering the wrong questions.
Fortunately, I do think AI helps this, because it lowers the barriers to getting to good questions but most importantly, removes the judgement from asking, is this a good question to ask?
Notable stories this week
- BeReal launches ads in the US.
- YouTube Shorts view count update wins over brands – but creators aren’t sold. Vanity metrics show, but basis for which creators are paid doesn’t change.
- People Magazine’s new scrollable, TikTok-like app is powered by a team of 70. And launches with a brand partner.
- A new podcasting supergroup is launched: Platform Media, Listen and Goldhawk merge.
- ChatGPT now refers 10% of new Vercel sign ups.
- Microsoft has released an AI-generated replica of Quake II that you can play in browser.
- Atlas Obscura names former WSJ exec Louise Story as new CEO.
- Heineken’s ‘Pub Succession’ campaign proves storytelling still putls the heartstrings.
- Lyft Strikes Deal With StackAdapt to Funnel More Programmatic Demand to Its Ad Network.
- LG Ad Solutions extends programmatic buying via Amazon Publisher Direct.
- Pixalate releases Top 100 CTV Bundle ID.
- Google Analytics rolls out generate insights feature.
- Disney expands global ad tech platform.
Deals/M&A
Campaign of the week
- To help Kiwis travel with their much-loved toast, Vogel’s has launched an innovative travel wear collection, BreadyWear. Neat!
- Cadbury unveils world’s largest creme egg ahead of Easter.
View all 2024 best campaigns.
Smartest commentary
- “Brands and marketers are far more welcoming of the update, saying it brings order to the chaos of influencer marketing. Now, YouTube Shorts, TikTok videos and Instagram Reels all measure their views in the same way, making it easier for marketers to compare creators’ and videos’ performance across platforms.” –Digiday.
Datapoints of note
- 75% of marketers report declining returns on social media ad spend.
Events
- Media breakfast coming up in May, let me know if you want to join.
View all 2024 datapoints of note.
That’s it for this week.
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