03/06/23: Cynopsis Media Tech Update

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Monday March 6, 2023

Snap introduced My AI, a new chatbot running the latest version of OpenAI’s GPT technology that’s been customized for Snapchat. My AI – available as an experimental feature for Snapchat+ subscribers – “can recommend birthday gift ideas for your BFF, plan a hiking trip for a long weekend, suggest a recipe for dinner, or even write a haiku about cheese for your cheddar-obsessed pal,” said the company, with a warning: “As with all AI-powered chatbots, My AI is prone to hallucination and can be tricked into saying just about anything. Please be aware of its many deficiencies and sorry in advance!”

Google announced new features for Android and Wear OS. Among the highlights, unveiled at MWC Barcelona: The Google Keep single note widget will help users manage their notes and to-do lists from their home screen; noise cancellation during calls on more Android devices during calls; new emoji combinations; new tap to pay combinations on Google Wallet (look for penguins); and new sound and display modes on Wear 0S 3+.

Twitter-like Bluesky, which has Twitter co-founder Jack Dorsey on its board, landed on the App store last week (invite only). The app, still in beta, offers the networking technology AT Protocol, which enables the creation of a federated and decentralized social network.

Meta is building “a new top-level product group” to integrate generative AI into its services, according to CEO Mark Zuckerberg. The initiative aims to eventually create “AI personas that can help people in a variety of ways.” The first step: testing text-based AI tools on WhatsApp and Messenger, and AI-enhanced filters and ad formats on Instagram.

ByteDance has launched Lemon8 in the US and the UK. The picture-based shopping and lifestyle app, launched in Japan in 2020, has been described as Instagram meets Pinterest.

TikTok introduced new features to protect teens, including daily screen time limits for users under the age of 18, and expanded Family Pairing controls. TikTok CEO Shou Zi Chew is scheduled to appear before U.S. Energy and Commerce Committee on March 23, as the House Foreign Affairs Committee prepares to vote on a bill blocking the use of the social media app in the US.

As the number of employees at Twitter declines – the company has fewer than 2000 employees today, versus 7500 pre-Elon Musk – outages and glitches are on the rise. March began with a global outage, following four widespread outages in February (there were nine in all of 2022, according to NetBlocks). “It used to be that you’d see smaller things fail, but now Twitter is going down completely for certain regions of the world,” Saagar Jha, a Twitter engineer who left in May, told The New York Times. “When serious things break, the people who knew the systems aren’t there anymore.”

LiveRamp has introduced a new module for privacy-safe, multi-party collaboration on its Data Collaboration platform. The solution is designed for brands, publishers, retailers, platforms and data providers to collaborate with partners across channels, allowing users to navigate data requirements across partners while maintaining compliance with evolving privacy policies. More than 20 partners have worked with LiveRamp’s new solution over the past year, with early adopters including Ampersand, DISH Media, Snap, Inc., TelevisaUnivision, Hill’s Pet Nutrition, and Pinterest with the Albertsons Media Collective.

A CYNOPSIS MESSAGE FROM PREMION

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ADVERTISING

Video continues to represent a sizeable portion of spending, at roughly 40% of programmatic OOH spend on video-enabled screens, according to Programmatic OOH Trends Report from Place Exchange, comparing U.S. data from H2 2022 to H1 2022. Between H1 2022 and H2 2022, the top 4 programmatic OOH advertising categories remained the same (Food/Drink, Health/Fitness, Personal Finance, and Tech/Computing) and accounted for just half of ad spend. Billboards continue to be the largest single asset category by spend, but with increasing screen counts, other formats (notably place-based screens/TVs, display panels, and kiosks) have grown to represent a significant portion of overall programmatic OOH spend.

Speaking of OOH, Geopath, the not-for-profit organization that provides audience metrics for OOH advertising, released its 2023 Annual Forecast. The report contains updated audience impression data for all audited inventory and, for the first time in the current generation of measurement, transit station and scheduled fleet media. Additionally, unifying all OOH media formats is Geopath’s new reach and frequency model that is empirically derived from observed mobile location data. “With the launch of our new forecast, we’re continuing to enhance the quality and precision of OOH audience data that our members rely upon to transact confidently,” said Dylan Mabin, President of Geopath. “Geopath now provides up to date media measurement for over one million OOH assets. This ‘single source of truth’ enables our members to provide a comprehensive view of the audience delivery and reach across all OOH.”

IAB Tech Lab released the March updates to the OpenRTB and AdCOM specifications for public comment until March 26. This is the first release to OpenRTB 2.x since November, and includes a new object to signal when an ad slot will be automatically refreshed, and updated definitions for what can be considered instream video.

Advertising automation platform Simpli.fi has entered into a definitive agreement to acquire Bidtellect, a contextual and native demand-side platform. The acquisition accelerates Simpli.fi’s ability to execute and scale performance for contextual and native campaigns, leveraging Bidtellect’s proprietary suite of contextual capabilities including targeting, optimization, and addressability to complement alternative ID solutions. Bidtellect’s technology stack will enhance Simpli.fi’s advertising automation platform and accelerate new native and contextual product development for the company.

Fifty-three percent of advertisers believe that legitimate news does not pose a significant brand safety risk, according to a report from Advertiser Perceptions. Interviews conducted in October with marketer and agency executives found that two-thirds of advertisers believe it’s important for advertising to support quality news sources, though just under half are working for companies that have made it a priority. Additional findings from the analysis include:
* Over half (52%) of marketers agree that de-funding the disinformation ecosystem is an active priority for their organization with 61% taking the step to block known misinformation/propaganda channels.
* 75% agree that brands need more oversight and control over where their ads are placed, and who profits from those placements.
* Advertisers have less confidence in disinformation filters than they did a year ago (“Filters work extremely well” dropped from 35% in 2021 to 23% in 2022).
* Paid social causes the most concern (“high concern”) for brand safety at 46%, followed by search (33%) and digital video (29%), display (29%) and mobile in-app (29%).

Sixty-three percent of consumers said contextually relevant ads are more likely to feature products they want or need, in a study from Integral Ad Science that explored what consumers consider to be effective contextual links. IAS also found:
* 35% of consumers said that it’s annoying to see unrelated ads
* 28% said unrelated ads are more disruptive than related ads
* 16% lift in engagement with ads that are placed alongside relevant content

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STREAMING

More than 60% of children use paid streaming services daily, with 85% of those children preferring streaming services over cable TV (6%), according to a survey from Parent Tested Parent Approved. The survey also revealed that 41% of families watch under 10 hours weekly, 37% watch 11-20 hours and 22% use streaming services more than 20 hours per week. Netflix was the most popular among all streaming platforms, with 81% of households watching its programming. Amazon Prime Video was second at 78% followed by Disney+ at 69%. Hulu (46%) and Paramount+ (38%) rounded out the top five. Sixty-five percent of survey respondents felt that Disney+ had the best programming content for children. Netflix came in second with 18%.

Cynopsis Team

Lynn Leahey
Editorial Director
@Lynn_Leahey

Kerry Smith
Division President
Access Intelligence

Robbie Caploe
VP/Group Publisher
@robertacaploe

Executive Director of Sales
Albert Nassour
917-545-3129

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