advertising

Amazon Prime Video to Introduce Limited Ads in 2024

Starting next year, Amazon will start incorporating a limited number of advertisements into the content available on its Prime Video streaming service, including movies and television shows. Amazon Prime customers in the UK, as well as in the US, Germany, and Canada, will encounter ads unless they choose to pay for an additional “ad-free” subscription option.

Why is it significant: Rival streaming platforms like Disney+, Netflix and NBCUniversal’s Peacock have introduced ad-supported tiers to boost revenue and attract more subscribers. Amazon, facing layoffs in its advertising division, is now prioritizing investments in original content like shows, concerts, and live sports, aiming to capitalize on premium advertising opportunities.

Amazon said, “To continue investing in compelling content and keep increasing that investment over a long period of time, starting in 2024, Prime Video shows and movies will include limited advertisements in the UK.”

Read More: Finally Coming! Netflix Reveals Ad Plan Price- Know Everything Here

Details: The company stated that they aim to have meaningfully fewer ads than linear TV and other streaming TV providers. Later in 2024, the ads will be introduced in France, Italy, Spain, Mexico, and Australia, following the introduction in the previously mentioned markets.

-The company said there would be no changes in 2024 to the current price of Prime membership.

-It will roll out the “ad-free” subscription tier for an extra $2.99 (£2.44) per month for Prime subscribers in the United States.

-Amazon will include fewer ads on Prime Video than traditional TV and streaming services, but the exact frequency remains unspecified.

-The company will notify Prime members through email several weeks before introducing ads on Prime Video, along with instructions on how to opt out of them.

-Pricing information for Amazon’s ad-free subscription tier in other countries will be disclosed later.

More opportunities: In April, Amazon expressed confidence in the advertising sector’s potential. The company is not only exploring additional advertising avenues on Prime Video but is also actively developing tools for digital marketers to incorporate AI-generated images and videos into their ad campaigns. While this advancement has the potential to enhance product listings and sales, a specific timeline for its implementation has not been confirmed. Furthermore, ad tiers can prove more profitable as they have the potential to increase revenue per subscriber.

Read More: Disney+ Hotstar Amp Brand Outreach With CTV Targeting

GroupM Nexus Launches Innovative Marketing Solutions in Malaysia

Two ground-breaking advertising solutions have been introduced by media investment firm GroupM Nexus, a division of the acclaimed WPP media investment group. These products were created specifically for the Malaysian market. Modern Addressable TV technology and cutting-edge Digital Out of Home (DOOH) capabilities are at the heart of these solutions. With geolocation capabilities, these advertising solutions will redefine how brands communicate with their audiences in the Malaysian marketing and advertising sector.

The Addressable TV solution: precision equals power.

The Addressable TV Solution from GroupM Nexus combines data-driven accuracy with the power of television. Precision data and large screens are used to reach dispersed audiences. It can effectively segment audiences based on a variety of characteristics by drawing on its partnerships with top-tier data providers. They include factors like socioeconomic status, developmental stages, financial habits, and the capacity to target people based on their ZIP codes. Notably, businesses can even customize their advertisements for various households that watch the same programs. It will be a ground-breaking method for businesses to increase the effectiveness of their advertising and maximize their returns on investment.

New DOOH advertising era

The company’s end-to-end DOOH suite, which complements its existing products, uses data insights like audience movement patterns to develop tailored advertisements that speak to the correct people at the correct time. In real-time and at scale, brands can assess the effectiveness of these campaigns and adjust their advertising, design, and targeting tactics accordingly. The result makes sure that marketing efforts are always in line with desired outcomes.

Read More: GroupM Launches Geo Granularity For TV Advertisers

Living in a future without cookies

The significance of GroupM Nexus’ launch goes beyond its cutting-edge products. The business will offer advertisers a forward-looking roadmap as the advertising sector navigates the tricky waters of a cookie-less future. It goes beyond merely staying current with the changing environment. It is about sustaining longevity and relevance in a continually changing ecological environment.

A new frontier for advertising

GroupM Nexus’ solutions introduction ushers in a new era of marketing and advertising in Malaysia. Brands are learning fresh approaches to expanding and connecting with their target audiences. Addressable TV and DOOH are creative developments that promise an exciting future. Marketers are increasingly turning to DOOH as their primary advertising platform as a result of recent fast digitalization. Additionally, DOOH has seen a tremendous increase in the APAC region. According to research, the DOOH market in the region will reach USD 8 billion in 2022. By 2028, it is anticipated to increase by another USD 18 billion.

Here’s what they said

Arshan Shah, APAC CEO of GroupM Nexus said

The convergence of our Addressable TV solution and advanced DOOH capabilities empowers brands to not only connect but resonate with their audiences on a deeper level. We are witnessing a pivotal moment in the advertising realm. The convergence of our Addressable TV solution and advanced DOOH capabilities empowers brands to not only connect but resonate with their audiences on a deeper level. Our Solutions transcend the traditional and forge new avenues for brand growth.

Read More: GroupM Bolsters Media Decarbonization with SeenThis Partnership

Quotient Enhances DOOH Targeting with Brand Safety Capability

Quotient, a primary provider of digital promotions and media technologies has launched Brand Safety, a novel functionality within Quotient’s Digital Out-Of-Home (DOOH) platform. It empowers advertisers to successfully make sure their inventory is close to attractions, establishments, or companies that support their brand and message. With its unprecedented credibility and openness, this feature gives brands unrivalled power. It offers clients the reassurance that their DOOH adverts are displayed in secure and brand-safe settings. This development is able to dramatically increase the campaign’s efficacy by ensuring the integrity of its real-world promotions.

 Quotient’s Brand Safety Feature

Historically, brands were hesitant to use DOOH advertising because it was difficult to implement well-known digital guidelines for campaign delivery and measurement. With Brand Safety from Quotient, brand marketers can design and execute highly targeted, successful DOOH campaigns. It can be used both independently and in conjunction with multichannel ad buys. This priceless feature increases not only the level of goodwill among brands and their customers but also the campaign’s overall effectiveness.

Read More: Double Verify Extends LinkedIn Partnership To Launch Brand Safety Hub

What’s in it for brands and advertisers?

DOOH advertising includes digital commercials. They are seen on display in public places like grocery stores, clinics, gyms, and pubs. It has become a really powerful medium. According to Quotient, DOOH advertising is highly viewable, contextually significant, brand-safe, and close to the point of sale. As a result, it has evolved into an indispensable channel for advertisers looking to attract their target markets. Displaying brand content in excellent settings that work well against brand objectives is crucial. With this new feature, advertisers will have more control over the placement of their DOOH ads across all inventory types. Additionally, it guarantees the caliber and applicability of advertising and successfully amplifies the brand’s message for the specified target market.

DOOH Landscape

Thanks to social media, out-of-home (OOH) advertising is on the rise once again. With billboards making up more than a third of all ad spending, it is still largely a traditional media. Digital formats are thus gaining popularity, such as in-office video panels and electronic displays. Recent years have seen a significant expansion of the DOOH market, especially in terms of developments in programmatic activation and assessment. Insider Intelligence projects that US DOOH advertising will account for 36.2% of OOH ad sales this year and over 41% by 2026.

Here’s what they said

Norm Chait, RVP of DOOH at Quotient stated in the press release:

We are thrilled to announce the launch of Brand Safety, yet another testament to Quotient’s expertise and unwavering commitment to providing innovative tools to ad buyers across the customer journey. With this valuable addition to our technology platform, we can now confidently reach consumers in brand-safe environments, which can lead to more impactful results for our valued clients.

Read More: Mondelez International Returns to X with brand safety committment

Google Unveils Fresh Consent Management Rules for EEA and UK

EEA and UK advertisers and developers who use Google AdSense, Ad Manager, or AdMob for ad serving will need to use the new consent management platforms (CMPs) starting next year. The Transparency and Consent Framework (TCF) of IAB Europe (the Interactive Advertising Bureau) has been incorporated into this platform and received Google certification. Google is always searching for ways to improve consent experiences in order to meet consumer needs and statutory measures. This demonstrates their commitment to transparency and control.

CMPs consent requirements

For CMPs collaborating with its partners who use display ads in the EEA and the UK, Google has implemented a novel rule. Ad Manager and AdMob partners have until January 16, 2024, to adopt the CMP adjustments. Google-approved CMPs evaluate against Google’s certification requirements focusing on TCF compliance. Publishers who fail to comply will face restrictions from delivering ads to EEA and UK audiences. The rule also covers the use of AdSense, Ad Manager, or AdMob. When serving ads, they will have to connect the verified CMP to the TCF.

Google has also stated that traffic from Google-certified CMP will continue to qualify for limited, personalized, and non-personalized (NPA) advertisements. Google will seek authorization for both on-platform and off-platform reconciliation. They further indicated that CTV inventory is not currently subject to CMP regulations.

CMPs that collaborate with its publishing partners. It will keep trying to certify them in accordance with the certification standard. Google thinks the advertising sector can develop a more consistent and trustworthy system for disclosure and consent by embracing IAB Europe’s uniform framework. Additionally, these activities will promote a more security-conscious digital advertising environment and the current advancements in user privacy.

The Transparency & Consent Framework (TCF).

The IAB’s TCF v2.2 is becoming a crucial component in supporting the industry participants, including Google, which is currently restructuring its framework to align with this. It has significantly altered Europe’s data privacy landscape. The TCF is a tool for transparency that depends on standardization. It makes it easier to comply with GDPR and the ePrivacy Directive’s specific requirements. It applies applicable concepts and requirements drawn from EU-level guidelines from the EDPB and national-level guidelines from Data Protection Authorities, to the unique situation of the online industry.

The TCF is an industry-wide voluntary norm placed on technology partners that support the distribution, personalization, or evaluation of advertising and content (third parties or vendors). It aims to assist them to collaborate with publishers of apps and websites (first parties) to offer users a standardized experience when they make privacy choices.

Users have the option to give or withdraw consent as well as exercise their “right to refuse” the processing of personal data through TCF. It contains basic practical standards for educating users, giving them privacy choices, and respecting those choices that are derived from guidelines of Data Protection bodies and the law.

Read More: Antitrust Complaint Filed Against Google in the EU!

What is the EU user consent policy?

According to this policy, advertisers must ensure specific disclaimers and consents are received from end users in the EEA and the UK. This will be done in case they choose to include or use any of the Google products that implement the policy. In the event of non-compliance, usage of Google products may be restricted or suspended, and the agreement may be terminated. The publishers must legally get the end users’ authorization before collecting, distributing, and using personal data for individual advertising. It is also crucial to keep track of the end users’ consent and give them explicit information on how to withdraw their consent.

A quick look at personalized and non-personalized ads

Personalized ads

Previously called interest-based advertising, it is a robust technique that enhances advertising authenticity for users while increasing ROI for advertisers. They enhance both the user and advertiser experience by enabling advertisers to focus their campaigns on user interests. Personalized ads are ads chosen for display based on previously gathered or past data. The user’s past search queries, actions, visits to websites or apps, interests, remarketing, etc are all included in this.

Non-personalized ads

These adverts do not predicate on previous user activity. They focus on users based on relevant data, like basic geo-targeting, the user’s location, web or mobile content, and keywords. NPA uses cookies or mobile ad identifiers for frequency capping, aggregated ad reporting, and contest ad fraud and abuse. One must get consent before using cookies or mobile ad tags as per the ePrivacy Directive in some EEA countries. NPAs will only be provided to users who have signed in with Google in the EEA and shared their age under-age consent set by GDPR.

Read More: Meta Adopts Consent Policy for Targeted Ads Data in Europe

Elevating Cricket Advertising: A New Paradigm by Adscholars’ Creative Studio

As the world eagerly anticipates the 2023 ICC Men’s Cricket World Cup, brands are gearing up for an unparalleled journey. With a colossal audience of over 650 million viewers at their fingertips, brands have a rare and thrilling chance to establish strong brand awareness on the global stage. 

Adscholars’ Creative Studio stands ready to redefine cricket advertising, transforming it into an art form that captivates fans worldwide. As India proudly hosts the World Cup for an unprecedented fourth time, your brand can shine on the world’s grandest sporting spectacle.

With Adscholars Creative Studio, we’re not just breaking boundaries; we are rewriting the rules of cricket advertising. Introducing our game-changing QR code innovation! Our cutting-edge rich media gamification mechanics: a thrilling cricket game that puts YOU in the driver’s seat.  Imagine this: You, as the user, are tasked with scoring 22 runs in the last over of a high-stakes match!  But this isn’t just a game – it’s an experience that engulfs you in the heart-pounding thrill of the game. We’ve integrated in-ground cheering noises, live commentary, and all the immersive elements to give you the REAL feel of being on the cricket field. You’ll feel the adrenaline rush like never before in our innovative game.

 

Click the Image to Play the Game

Scan to Play and Win

And the big question: What sets our game apart? It’s the ingenious algorithm that powers our innovation. Each playthrough will be a unique and exhilarating experience. Every shot, every move – carefully tailored to keep you on the edge of your seat. Still not sure? Dive into the action and experience it firsthand! 

But hold onto your hats, because there’s more! We’re raising the stakes with an irresistible incentive: an iPhone for the ultimate winner! Your chance to be the cricket champion AND walk away with the latest tech sensation is here! 

Creative Studio can help brands create visually appealing formats and compelling narratives, establishing a strong brand presence. Adscholars’ suite of products can assist brands in placing the most appropriate ads that align with user content. By leveraging geotargeting, brands can anticipate improved ROI and reach during the 2023 ICC Men’s Cricket World Cup. Are you ready to take center stage in rewriting the rules of cricket advertising with Adscholars? Join the advertising revolution and let your brand shine brighter than ever before with us.

Read more: Disney+ Hotstar Amp Brand Outreach With CTV Targeting

LiveRamp – Pinterest Team Up For Enhanced Global Integration

LiveRamp, a leading data collaboration platform, and Pinterest strengthened their partnership to give advertisers with improved global integration. Marketers will be able to target foreign consumers on Pinterest as a result of this collaboration. The alliance will make use of RampID, LiveRamp’s pseudonymous people-based identity.

LiveRamp and Pinterest primarily announced the arrangement earlier this year. According to the statement, it would use LiveRamp’s interoperable clean room technology as a shared area for marketers, publishers, merchants, and data owners to improve measurement without compromising data safety. The data cooperation tool provides marketers with a safe and secure platform to link certain first-party and Pinterest data in an encrypted environment.

How will Advertisers benefit?

Advertisers will benefit from improved measurement and analytics as a result of the Pinterest-LiveRamp integration. It will increase the number of options for brands to gain an advantage from first-party data. CPG buyers will use this partnership to reach their customers through retail media channels such as Carrefour and Albertsons. Marketers will gain from the integration since it will provide high-performance results, ROI, and perceptual insights.

Advertisers are emphasizing cookie-free marketing ahead of the 2024 deadline to eliminate third-party cookies from Chrome due to continued privacy concerns. This collaboration will provide them with LiveRamp’s 100% cookie-free implementation with Pinterest. Furthermore, it enables people-focused marketing, in which marketers do not have to give up control over consumers’ private data or disclose information beyond their business.

Why Pinterest?

Pinterest hosts more than 465 million users who visit the platform each month to get inspiration. It can be to discover products or services for their homes, holidays, etc. Advertisers aim to be discovered during each touchpoint of the planning stage. On Pinterest, advertisers can reach the right consumers and influence their decision by turning them into potential consumers for the brand.

Here’s what they said

Bill Watkins, Chief Revenue Officer at Pinterest said,

We’re excited to continue building on the momentum of our privacy-centric data collaboration and measurement partnerships with LiveRamp. We’re now enabling even more marketers around the world to activate on Pinterest without compromising on control or privacy. Global marketers can build better campaigns with LiveRamp and Pinterest today. They can also build campaigns with the confidence that this partnership is sustainable beyond third-party cookie deprecation and other ecosystem shifts.

Travis Clinger, SVP of Activations & Addressability, LiveRamp said,

In this evolving macroeconomic climate, every dollar marketers spend must be addressable and measurable, and we’re excited to offer marketers across the world the ability to seamlessly leverage RampID for people-based marketing on Pinterest, enabling better campaigns and better measurement. By building on identity that can power better data collaboration in the future, marketers can begin building enduring brand and business value.

Read More: Petal Ads Announces Partnership With MMP WorldWide

Illumin Boosts DOOH Journey Ad Platform with Broadsign Alliance

Broadsign, a leader in digital out-of-home (DOOH) advertising, and Illumin, a digital advertising company, have teamed up to transform the industry. The collaboration will offer an extensive and cohesive cross-channel marketing solution. Broadsign wants to incorporate Illumin’s journey advertising solution into its supply-side platform. The partnership will provide advertisers with a connected and user-friendly canvas.

This agreement will give Illumin access to international DOOH inventory and serve as a cross-channel marketing resource. In the era of full-funnel strategies, the decision was timely. Broadsign’s SSP platform’s commerce, roadside, and other DOOH advertising formats will now be available to agencies and brands operating in 15 countries. These cross-platform campaigns will include TV, display, native, video, and CTV advertisements.

User interfaces will be easier to streamline the audience-targeting process by merging technologies. They will be able to target potential customers from brand recognition to brand evaluation at every stage of the funnel. These cutting-edge features will ease the process of reaching their target audiences.

And that’s what they said

Andrey Feldman, Vice President of Products at illumin shared,

DOOH has grown to become a critical part of journey marketing, so as we continue to look to the future, expanding our platform to include this important facet of programmatic advertising is crucial. The ability to plan, optimize, and measure in one place is unique to illumin, and when it comes to adding DOOH to our platform, we want to partner with the best, making Broadsign an obvious choice. It’s a testament to our continued commitment to help redefine the industry’s cross-channel journey.

John Dolan, VP, Global Head of Media Sales and Services of Broadsign stated,

Exceeding marketer objectives requires a broad but focused approach, making cross-channel advertising with DOOH a smart strategy. We’re excited to team up with illumin to bring this unique channel and all it has to offer to its media buyer base. 

About Illumin

With headquarters in Toronto, Canada, Illumin facilitates advertising at every stage of the consumer journey. Live data analysis and sophisticated machine learning algorithms are used by the organization. It uses the potential of information-driven journey advertising to illuminate companies’ interactions with consumers. They host customers from Europe, Latin America, and North America.

About Broadsign

Publishers, agencies, and brands can interact with audiences around the world by using out-of-home advertising thanks to Broadsign. Throughout the customer journey, the business communicates with audiences through a variety of touchpoints. Over a million static and digital signs are powered by it, including roads, airports, shopping centers, retail locations, medical facilities, transport systems, and more. The technology facilitates easier access to premium displays for marketers and agencies to execute productive programmatic DOOH campaigns. Pepsi, Turkish Airlines, The UFC, Volkswagen, John Lewis, Samsung, and many more are among its clients.

Read More: Vistar Media and Broadsign Partners To Optimize Programmatic DOOH Transactions

WPP and Spotify Form A Unique Revolutionary Partnership

WPP and Spotify, the worldwide streaming platform, have formed an unparalleled collaboration. This multi-year agreement will provide WPP customers with priority access to Spotify’s ad solutions and first-party intelligence. Spotify is the sole audio streaming platform to be integrated directly into WPP’s product offering as a result of the partnership. The collaboration will concentrate on information, perceptions, creativity, technology, programmatic strategies, and forecasting market growth. The agreement will also add significant value to WPP and its customers by using information about the relationship between music and audience views and behaviors.

WPP’s Choreograph technology will be used in conjunction with Spotify’s first-party data analytics to help clients analyze average listening behaviors. This will help customers develop effective and innovative digital audio marketing campaigns. The partnership will also focus on offering market-leading approaches and training WPP’s team and clients in digital audio creative and Spotify ad solutions. Furthermore, they will have early access to Spotify’s Neuro insights research.

Music Listeners – The Most Active Engagers

Tempo and passion are musical characteristics that help estimate human temperament. This enables advertisers to recognize their audiences emotionally. Spotify collaborated with Neuro Insights to reproduce Sonic Science Volume 1. This time, they used audio commercials from WPP clients to learn about connection inducers, emotional power, memory recollection, and other topics.

The study discovered that as music streamers switched from music or podcasts to WPP customers’ audio commercials, their ad interaction increased by 17%. Furthermore, Spotify consistently drove better responses than any other media source. Furthermore, it was discovered that ad engagement was at a record high regardless of what users listened to. Campaign development and improved client targeting have become more efficient due to the WPP-Spotify relationship. These insights have enabled WPP and its clients to reach previously untapped Millennials and Gen Z customers.

Stepping Stone for Spotify

Spotify’s second-quarter performance fell short of expectations. The audio streaming platform attributed the decline to market factors. Nonetheless, it continues to add registered users steadily. Spotify may benefit from increased ad earnings due to the collaboration. This cooperation aims to improve customer data collection. WPP intends to eliminate third-party cookies from the platform next year, and that’s why they leverage customer data.

Spotify has a high level of ad engagement among its podcast and music ecosystem listeners. Every day, over 550 million people from 184 different countries listen to audio content on Spotify for an average of two and a half hours. WPP will benefit from Spotify’s massive customer data thanks to this agreement.

What will WPP reap from this alliance?

WPP will gain from this partnership in many ways. Here are some examples.

• First mover advantage in accessing Spotify’s mood data using Wunderman’s Zipline™ Data Management platform. WPP and its customers can improve targeting choices across platforms by connecting their own data with Spotify’s insights into user emotions, listening behaviors, location, etc.
• Unparalleled access to Spotify insights into connected device activity. This is aided by identifying and delivering the correct message to the right audience at the right time.
• Launch partners for AppNexus’ audio programmatic marketing tool
• Spotify’s primary launch partners in specific emerging markets
• Access to beta testing and exposure on Spotify’s product map

Executive Statements

Stephan Pretorius, Chief Technology Officer of WPP, said

In the fast-evolving media and entertainment landscape, audio streaming has become an integral part of everyday life. At WPP, we recognise the power of audio as a critical component of marketing.

Brian Berner, Global Head of Advertising Sales, at Spotify, said

We’ve long partnered with WPP to enable agency planners and buyers to make more informed decisions when planning for digital audio. With our new global partnership, we’re helping WPP clients modernise their strategy and planning. As we continue to drive innovation in audio and the advertising industry at large, partners like WPP are critical to delivering for advertisers, creators and audiences wherever they are.

Read More: Spotify Rolls Out Clickable CTA Cards for Podcasts

Havas Invests in Uncommon Studios in A Bold Pledge to Creativity

Havas Media, a Paris-based agency network, acquired a majority stake of 51% in UK’s Uncommon Creative Studio. Havas is a relatively small agency compared to the big six agencies with respect to revenue and workforce. Hence, this acquisition is a breakthrough for them. Founded in 2017, Uncommon Creative Studio is the UK’s most award-winning and rapidly growing independent creative agency. They have already garnered the attention of some of the world’s largest and most prominent companies. 

Massive news. So proud to welcome one of the best independent creative agency in the world @uncommon_LDN to the Havas family!@donna_murphy @nilsleonard @LucyJameson_ @nattergraeme https://t.co/1NnwElX90R

— Yannick Bolloré (@YannickBollore) July 12, 2023

As part of its commitment to foster creativity, Havas signed this deal to invest in significant brands. The deal also reflects their business methodology and values future potential at £80-120 million considering Uncommon Studio’s growth projections. Uncommon will preserve its brand, vision, and freedom in decision-making across its clients, partners, internal teams, and productive turnout. Management will retain a 49% material stake in the business, maintaining entrepreneurial zest. As a result, it will allow them to expand the brand globally, and share best practices across Havas and its parent company, Vivendi.

Yannick Bolloré, Chairman and CEO, Havas stated,

Uncommon will bring new energy, creativity, and audiences into Havas’ already leading-edge creative network, igniting, inspiring, and supporting every aspect of creativity.

He also added,

Uncommon have created a new space and energy in the industry. They are a once-in-a-decade company and having them join the Havas family is an exciting prospect.

Uncommon previously rejected deals proposed by other agencies. Nils Leonard, one of the three founders of Uncommon said,

This deal is different: it relies on freedom of choice, the ability to break down barriers, and the removal of dependency. We can create the industry we wish we worked in.

International Exposure for Uncommon Creative Studio

The London-based creative agency boasts a high clientele in the UK including ITV and British Airways. The agency has recently received the prestigious Cannes Lions Grand Prix for “A British Original Billboard campaign” designed for British Airways. They have twice been named UK’s Creative Agency of the Year and International Agency of the Year by Ad Age.

Additionally, Uncommon hosts an extensive list of clientele in the U.S. This was attainable because of their diversified and global mentality, reputation for creativity, and distinctive studio style. As a result, the Uncommon-Havas deal will boost the former’s international expansion plans.

Uncommon Creative Studios will also enjoy collaborating with Havas’ strong network and top-notch entertainment brands. They will also be in a position to work with leading companies like Universal Music Group, Gameloft, and Canal+ with this partnership

The Advertising Industry Scenario

Most agencies are scrambling to propose contracts with data and technology-focused companies. The ad industry is determined to leverage artificial intelligence to reduce expenses and increase momentum. Forrester reports that by 2030, ad agencies will automate 7.5% of their jobs.

Amidst all this, Havas has placed importance on the human creativity aspect of the industry. As such, this acquisition comes in as a ray of hope for creative agencies. Uncommon Creative Studios has 169 employees working under them. The company also does not plan to lay off anyone in the near future or because of the deal. Instead, they plan to hire qualified staff for their U.S. office. Uncommon is estimated to be worth £156 million by 2030 with this deal. As a result, this deal would make Uncommon one of the most successful creative agency start-ups in the UK.

Read More: PubMatic Takes On DSPs in Video & CTV Deals, Aims for Direct Access

Battle of the Ads: Borzo Reveals Who Wins – Advertising Team or AI?

Borzo, a global courier delivery service, conducted a case study to compare the effectiveness of human-made ads with AI-generated ads. The study released two sets of advertising banners on Facebook, Instagram, and Google to determine which approach produced better results. The report aimed to explore the potential of AI-driven advertising tools and compare them with ads created by human teams. The findings of the study can guide businesses in deciding which approach to use in their marketing strategies, as AI-driven tools gain more prominence in the industry.

What did Borzo do?

Borzo conducted an experiment using two sets of advertising banners. The first set was created entirely by 3 AI tools and compiled using Viewst, while the second set was developed by the company’s marketing team. 

The banners were run in parallel for a month with a total budget of $19,065, with Google ads receiving $12,775 and Facebook ads receiving $6,290.

How did it create the advertising banners?

To create the AI-generated banners, ChatGPT provided the copy, while MidJourney and DALL-E developed the creatives, and the final output was compiled in Viewst. 

The marketing team included copywriters and designers, while the paid specialists were the same for both campaigns as they optimized and evaluated the results.

AI Image Credit: Social Samosa

Marketing Team Image Credit: Social Samosa

And you are in for surprise. Here, are the results,

-The Customer Acquisition Cost (CAC) of AI banner ads was also 2.5x higher than human-made banner ads. 

-The AI banner ads had 3x higher Clickthrough rates (CTR) compared to human-designed banner ads.

-The Google Ads campaign showed that AI banners with texts had 26% lower CAC compared to human-designed banners with texts 

-Also, AI banners had 32% better View-Through Conversion (VTC), even though they showed a worse CTR.

Whoa, did those results just defy all expectations?

Observations

-The Facebook and Instagram advertising campaigns showed that human-designed banners were more effective in bringing in customers. 

-AI-generated ads are more effective in getting attention but fall short of generating clients despite high cash burn.

-However, human-designed ads draw less attention but are more effective in generating lead whilst burning less.

Implications and Future Outlook

–The campaign demonstrated that AI was more efficient than humans in execution. AI prepared the campaign in 4 hours, while humans took 3-4 days considering planning and task load. However, AI needed 50-60 prompts to produce AD images, while human designs had minimal revisions after receiving the brief, making them less tedious.

-The output accuracy of AI was lower than that of human designers. Additionally, most creatives generated by AI exhibited vibrant colors rather than brand colors.

-The advertising campaigns on Facebook, Instagram, and Google have shown that AI-generated banners may result in a higher click-through rate, they are often costlier and generate fewer leads compared to those created by human designers.

-While AI is capable of generating more attractive and efficient images, human intervention is still necessary to optimize the final output.

Adscholars conducted a LinkedIn poll recently where majority votes revealed that AI could enhance ad content personalization. However, although the case study highlights AI’s potential, it is more effective for local entrepreneurs and small businesses. For larger brands, relying solely on AI may not be feasible, but it can still be useful in expediting the overall process.

Devesh Gangal, Country Marketing Manager, Borzo, India said, “We always look for innovative ways to engage our audience and this time we have taken a brave attempt at testing our marketing team by pitting them against AI.”

“It may take more time for Meta to learn and attract clients with a low CAC for AI generated ads, but we have not disabled campaigns on Google with AI banners, and will continue to work with them. As we continue to refine our approach to online advertising, we are excited to see what the future holds for the use of AI in marketing.”

Interesting Read: Tête-à-Tête With ChatGPT- The Power Of AI