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Snapchat is expected to surpass TikTok and become the fastest-growing social media platform, with a 13.4% user growth in 2023, according to data from OnlyAccounts.io. Although Snapchat is still far behind Facebook and Instagram in total user count, the app’s user base is growing almost two times faster than Instagram, which will see a 7.9% user growth this year. TikTok closely follows Snapchat, with a 12.7% user growth in 2023.

X is going to start accepting political ads, which have been banned on the platform since November 2019, when it was known as Twitter. “We’ll continue to apply specific policies to paid-for promoted political posts,” said the company in a blog post. “This will include prohibiting the promotion of false or misleading content, including false or misleading information intended to undermine public confidence in an election, while seeking to preserve free and open political discourse.” The company added it will provide a global advertising transparency center so anyone can review political posts being promoted on X, in addition to “robust screening processes” to ensure only eligible groups and campaigns are able to advertise.

A new Pinterest integration enables Brightcove customers to add Pinterest business accounts as social destinations. The new integration will be especially useful for:
· Social media marketers, who can target people looking for inspiration around their interest and hobbies on Pinterest
· E-commerce merchandisers, who can create category pages and promotional content to help drive sales
· Digital marketers, who in partnership with social marketers, can better understand creation and ROI analysis of campaigns.

The E.W. Scripps Co. is launching a new version of Tablo, a brand introduced in 2013. Tablo will now add live free streaming channels into its live TV guide, and there is a new app available on Roku, Amazon Fire TV, Android TV/Google TV, and iOS mobile platforms as well as most smart TVs and mobile devices. Apple TV, Samsung, and Vizio are expected to be added later this year. “Consumers struggling with inflation are looking for more affordable ways to enjoy live sports, local news and must-watch TV events,” said Grant Hall, CEO of Nuvyyo. “With a live TV guide that spans the best in live broadcast TV and free live streaming content, one-touch series recording as well as customized content recommendations, Tablo has evolved beyond a way to enhance your antenna TV experience to an affordable portal to free TV without a subscription.”

ARTIFICIAL INTELLIGENCE

The US Copyright Office is undertaking a study of the copyright law and policy issues raised by generative AI and is assessing whether legislative or regulatory steps are warranted, part of its AI initiative. “We launched this initiative at the beginning of the year to focus on the increasingly complex issues raised by generative AI. This notice of inquiry and the public comments we will receive represent a critical next step,” said Shira Perlmutter, Register of Copyrights and director of the U.S. Copyright Office. “We look forward to continuing to examine these issues of vital importance to the evolution of technology and the future of human creativity.”

Google announced it will add AI tools from Meta, Anthropic and more to its cloud platform, part of the company’s new user benefits from generative AI and cloud technologies that includes advanced AI-optimized infrastructure for companies to train and serve models; developer tools to build models and AI-powered applications, with major advancements to Vertex AI for creating custom models and building custom Search and Conversation apps with enterprise data; and Duet AI, an AI collaborator that is deeply integrated in Google Workspace and Google Cloud. “We are in an entirely new era of digital transformation, fueled by gen AI,” said Thomas Kurian, CEO of Google Cloud, in a blog post.

Internet users in the EU can now easily halt tracking. The Digital Services Act enables users of Facebook, Instagram, Snapchat and TikTok to decline personalized feeds and go old school, with posts from friends displayed in chronological order, free of tracking-based content.

Fox Sports is collaborating with Google Cloud to use its generative AI technology to produce content on the fly. “With Google Cloud, we’re able to utilize video search, advanced machine learning and artificial intelligence to automate one of the most manual processes in sports media: tagging and searching video content,” said Brad Zager, President of Production/Operations and Executive Producer, Fox Sports. “Compared to previous media management workflows, our team is able to swiftly find relevant content, which is critical in the business of live sports.”

Snapchat is launching Dreams, a feature enabling users to use generative AI to create fantastical selfies (think mermaids and renaissance-era royals). The first eight Dreams images that a user creates are free.

OpenAI has announced the launch of business-focused ChatGPT Enterprise, which adds “enterprise-grade” privacy and data analysis capabilities, enhanced performance and customized option to its AI-powered chatbot. “Today marks another step towards an AI assistant for work that helps with any task, protects your company data and is customized for your organization,” according to an OpenAI blog post. Pricing, will depend on each company’s usage and use cases.

Vizrt has released Viz Engine 5.1, which includes several advances to live graphics workflows. Building on the Viz Engine 5, this version introduces Reality Connect – powered by Viz AI. Among its anticipated uses, Reality Connect uses advanced AI algorithms to enable hyper-realistic talent immersion, including shadow casting and reflections within virtual studios and XR sets. “Reality Connect solves the problem of people appearing to float in a virtual studio by enabling realistic shadow casting and reflections,” said Gerhard Lang, CTO at Vizrt. “Reality Connect anchors the talent within the virtual studio by utilizing virtual 3D models of the talent, which are continuously updated using Vizrt’s AI pose estimation. Our AI pose estimation operates on the same GPU and utilizes the live video feed used for keying.”

Habu is bringing Google Cloud’s generative AI capabilities with Google Cloud to help enterprises and their partners implement data clean rooms with greater velocity and scale. “Today’s business landscape demands contextually rich insights to drive impactful decisions,” said Matt Karasick, Chief Product Officer at Habu. “By enabling enterprises to access partner data securely through clean rooms, we’re catalyzing the creation of truly insightful AI systems that can supercharge operations and outcomes.”

A CYNOPSIS MESSAGE FROM PREMION

PREMION
Premium CTV/OTT Advertising
BUILT WITH THE POWER OF LOCAL

New: 2023 CTV/OTT Advertiser Perceptions Study
86% of CTV/OTT advertisers say that CTV/OTT’s value is greater than,
or equal to, primetime TV, with 44% saying CTV/OTT is more valuable.
DOWNLOAD COMPLIMENTARY REPORT

125+ Leading TV & Media Brands, Precision Targeting, Attribution & Measurement
TAG BRAND SAFETY CERTIFIED and TAG CERTIFIED AGAINST FRAUD

ADVERTISING

Google is rolling out a new policy aimed at reducing the risk of scams and preventing confusing messaging. Under Limited Ads Serving, advertisers who do not have a good track record could have their impressions limited until they build a better one. “While we want to allow users the opportunity to interact with relevant and helpful ads, this policy will reduce the chance that they’ll see a misleading or confusing ad from an advertiser with an unproven track record,” wrote Alejandro Borgia, Director, Product Management, Ads Safety at Google, in a blog post.

Programmatic platform Adform is collaborating with Lenovo, as Adform’s Ad Server becomes Lenovo’s technology platform for global digital advertising campaigns. By harnessing the Adform Ad Server platform, backed by Adform FLOW, Lenovo will have access to new tools to uncover better data insights, improved management, data centralization of its marketing activities, and future-proofing its business.

With 16 billion impressions across 1,550 airings and 189 total advertisers, EDO found that Prime Video’s ads during “Thursday Night Football” last season were 116% more effective at driving consumer engagement than the broadcast primetime average. Some ads did significantly better than that – Capital One was 845% more effective, according to EDO.

Looper Insights, the SaaS analytics solution, is set to launch Looper Boost™ at this year’s IBC event. The new feature provides digital marketers with an immersive interface that reflects the devices they target including mobile, web, smart TV, set-top boxes, streaming devices and games consoles. The interface showcases past, present, and future merchandising efforts.

Blue Ant Media is partnering with content data platform IRIS.TV to enable video-level contextual advertising across the company’s portfolio of free-streaming channels. The deal enables Blue Ant Media to allow advertisers to activate campaigns with content transparency through AI.

Creativity is a key driver for effectiveness when it comes to DOOH, according to research from System 1, Lumen Research and JCDecaux UK. “What comes out clearly from the study is that brand is boss – clients that make their branding bolder, increase the size of their logo, cut down on copy and make their call-to-action bigger will see real results,” said Chris Felton, director of data and insight at JCDecaux UK. Key findings in guidelines for best practices include:
· Using a fluent device makes your creative 1/3 more effective.
· Logos at the top deliver +32% brand recall.
· Products that take up >50% deliver 38% more attention.

Australian DOOH company QMS announced the launch of Performance+, an audience based post-campaign analysis tool. The new product is aimed at enhancing audience accountability and transparency in the execution of client DOOH campaigns. “Performance+ is a natural evolution for QMS as we continue the transition from asset to audience transacting for clients,” said Christian Zavecz, Chief Strategy Officer.

MEASUREMENT

There has been a 21% increase in the number of CTV hours per household watched, rising almost 2B year-over-year in 2023, with ad supported services capturing the bulk of new viewing, according to Comscore’s 2023 State of Streaming report. While there is growth across the board, 75% of new hours were captured by providers beyond the top six apps (Netflix, YouTube, Prime Video, Hulu, HBO Max/MAX and Disney+) as FAST and Targeted Programming consumption accelerates. “While the top US streaming services are keeping up with the demand for subscriptions, new growth can be observed in FAST streaming platforms like Roku, Pluto and Tubi which are increasingly consolidating their position in the household mix,“ said James Muldrow, VP, Product Management, Comscore. “At the same time, cable/satellite subscribers remain some of the most engaged users in the streaming landscape. With three cable/satellite providers in the Top 10 ranking of video services based on hours watched per household, these findings highlight the success of these providers in offering advertisers consistently engaged streaming audiences.”

The Video Advertising Bureau has asked Nielsen to scrap its plan to incorporate Amazon-generated first-party data in its audience estimates for “Thursday Night Football” on Prime Video, saying it gives Prime Video an unfair advantage over the networks that carry NFL games. “There are significant upsides to marketers in measurement, currency, precision audience-based buying, and data-driven full-funnel marketing/analysis that the proper infusion of first-party data from as many publishers as possible will create,“ said the VAB in a letter to Karthik Rao, CEO of Nielsen Audience Measurement. “Those wins will come by having all first-party ad video sell-side players playing by the same rules, all accomplished in extremely well-lit and evenly lit end-to-end processes; that is the only way to proceed that assures both the marketer wins and the best level of fair competition across publishers. We are calling on Nielsen to not go forward with its plans to unfairly force first-party data from Amazon’s TNF property into the NFL third-party data sets.”

Nielsen sees things differently. In response to the VAB’s request, Nielsen said complaints about its measurement were “inaccurate.” “We recognize this is a period of exceptional change in which all parties are at different stages of their own evolution,” wrote Rao to VAB president and CEO Sean Cunningham. “However, the search for perfection risks further delaying the measurement innovations that will ultimately help drive the industry into the future. We believe that our principled, transparent and open approach to integrating first-party data requires all publishers to play by the same rules and will accelerate the industry’s move toward a streaming-first world.”

STREAMING

Max is now posting Top 10 lists, updated daily, to show users its most popular films and series. Rankings appear on profiles for adult users, on the homepage and the Series and Movies pages.

Viewer attention to CTV ads has fallen, according to TVision report, “The State of CTV Advertising,” dipping from 31.2% in 2H22 to 29.6% 1H23. Presence-in-room, which measures if someone is in the room with the opportunity to pay attention to the ad, also fell in the same time period for CTV, possibly because CTV apps give viewers a counter indicating how long an ad will run. While time spent viewing Netflix fell slightly in the first half of 2023, Netflix household reach increased 3 percent to 62.9%, the top spot for Household Reach. YouTube also increased its Household Reach for the first half of the year, and Peacock, Paramount+ and Tubi experienced noteworthy growth, according to the report.

Cynopsis Team