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Edition #479
Internet brain, Meridian is now available and let’s enjoy a glass of scotch with Harrison Ford.
Internet brain seems to be a topic bubbling up, I caught this piece via Ben Dietz note, could creativity by the antidote to internet brain? And gives some ideas on giving us all a bit of a reset. It’s a good reminder, do make sure you give yourself time to play, to explore, to learn, to just tinker with new stuff.
This week is a rich one for stories, give it some time to peruse!
Google launched Meridian publicly this week, this is their MMM. A solution to help model out how advertising & marketing efforts are driving business results. This is part of the future of measurement, combining first party data & models. Notably Meta has had theirs in general availability for quite some time.
I think some of the calls for all the problems they can solve may be a bit overstated, but it is a genuine uplift and helps fill the gaps. Imagine you were a brand, only doing zero click marketing across social, this would be a way to unpack how that activity contributes.
Yes Facebook & Google have their black box models to drive advertising. But we’ll all have our own models, to see what shifts the dial for us. Which is what we’ve been working on at Nudge.
Notable stories this week
- WSJ finds people paid more attention to ads during the election.
- Trade Desk CEO Jeff Green on growth, Google and why he bought Sincera.
- What Threads ads look like.
- Meta’s pullback on fact checking put brand safety back in the spotlight.
- The Ankler launches standalone trade publication on the creator economy.
- TikTok ad performance dips following 14-hour shut down.
- Nielsen to end panel-only ratings that have measured TV for decades.
- TikTokers offered $5,000 to join Facebook & Instagram.
- [On Snap] Creators enhance brand reputation and commerce.
- Hundreds of Subreddits are considering banning all links to X.
- Why is Spotify held to a different standard than Met?
- Lessons from Bud Light’s Super Bowl teaser.
- Bayesian inference.
- Bezos vs Bezos Amazon sues WA state over Washington Post request for Kuiper records.
- Media traffic shows signs of another Trump bump.
Deals/M&A
- Horizon is on the hunt for acquisitions as advertising M&A heats up. Interested in retail, influencer & sports marketing.
- HockeyStack raises $20m for marketing analytics.
Campaign of the week
- Once upon a time in Scotland. Harrison Ford meet Glenmorangie. And check the second episode.
View all 2024 best campaigns.
Smartest commentary
- “I think it’s telling that these media stars don’t even bother looking for other jobs before launching their own independent outlets; that’s not to say his agents won’t continue shopping around for deals, but my guess is that any future legacy media contract would operate in parallel to what he’s building on his own.” –Simon Owens.
Datapoints of note
- [Fortnite] More than $350 million was paid to creators in 2024, up 11% compared to the same period measured in 2023. More than 37 creators made more than $1 million; 14 creators made north of $3 million, and seven creators or developer collectives collected more than $10 million in revenue from the program.
- More than 4m advertisers now use at least one of Meta’s generative AI ad creative tools.
- Advantage+ has surpassed a $20b annual run rate.
- [On Snap] Compared to standard brand ads, we found that for Creator ads attention paid was 12% longer and playtime was 8% longer.³ When paired together, Creator and standard brand ads have an impact on upper funnel metrics.
Events
- Native Advertising Institute is holding their first US based event in April.
View all 2024 datapoints of note.
That’s it for this week.
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