Devaashish Savant’s Post

Google WPP tie-up: A sign of things to come? This collaborative tool has the potential to free up millions of dollars for Indian brands to re-invest in only the best-performing campaigns. Prashant Puri, Akshay Kulkarni Hima Bulusu #Google #WPP #Tech #Advertising

TikTok has introduced new AI-driven automation tools to streamline the advertising process. These tools automate tasks such as ad creation and bidding, saving time and resources for advertisers. Additionally, TikTok One serves as a centralized platform for managing campaigns and collaborating with creators. #tiktok #ai #aitech #tiktokone #ecommerce #socialmedia #socialmediaplatform #contentcreators Lindsey Seil, Ryan Cleghorn, Jennifer Pagano, Ramón A., Elizabeth Heineman

Last week's performance was poor, so last Wednesday, I churned out 50 ad concepts in 2 days. Facebook ads can be unpredictable, and it's crucial to have backup creatives ready for any performance dips. (We had massive overspending issues last Friday). As advertisers, we can control the number of creative tests we ship out. I noticed the majority of ad spend going on a single winning ad to scale. Being on a monthly ad spend of around $100k, there wasn't much creative diversification, with just one creative being used for scaling. And when this angle didn't perform well for a few days, revenue/MER started to decline. This is how I combated the performance issue. 1. Extracted all customer reviews and imported back into ChatGPT to identify the top 10 common phrases that customers were saying. 2. Chose the type of market awareness to focus on for the new ad concept. 3. Chose 5 to 7 creative styles (e.g. product comparison ads, carousel ads, images with testimonials, text, and GIFs) 4. Wrote a core body copy and crafted 20 body copy hooks within that. Launched 50 ad variations took 1 to 2 business days. A few days later, I identified two ~ three ads with significant potential to scale with larger budgets. In paid ads space, it's primarily a volume game of testing.

🚀 Industry Update: Perplexity's Ad Solution Launching in Q4! 🌐   We are on the brink of a transformative moment in the marketing landscape as Perplexity prepares to launch its new ad solution in Q4. This exciting development signals a shift from traditional ad tech dominance to the rise of innovative AI-driven platforms.   As we observe these changes, it’s clear that the future of marketing holds immense potential. Perplexity’s approach promises to enhance user engagement and deliver more personalized advertising experiences, paving the way for brands to connect with audiences in new and meaningful ways.   What This Means for Our Industry: Evolving Competition: The introduction of alternatives like Perplexity encourages a dynamic environment where innovation thrives, prompting all marketers to rethink their strategies. AI-Driven Possibilities: Embracing AI technology opens doors to unprecedented opportunities in targeting and analytics, challenging us to adapt and grow. Navigating Change: As the marketing ecosystem evolves, we have a unique chance to embrace change and explore fresh solutions that resonate with today’s consumers.   While we’re excited about these developments, we remain curious about the availability of Perplexity's solution in Asia markets.     We’re eager to witness how these changes will unfold and the challenges they may present. Change is not just inevitable—it’s an invitation to innovate and elevate our marketing practices. Let’s embrace this journey together!.    #CMRSGroup #Marketing #MarketingNews #DigitalAdvertising #Innovation #FutureOfMarketing #AIMatters #AIformarketing #AIForChange #Perplexity

Integral Ad Science's first-to-market advertising solution with Meta ensures better advertisement placement for advertisers on Meta Facebook and Instagram feeds and reels. "Our Content Block Lists improve media quality while reducing brand risk for advertisers by providing industry-aligned tools that enable them to avoid content they deem unsuitable and safely scale their campaigns,” Lisa Utzschneider, chief executive officer of IAS, said. “This solution demonstrates our continued commitment to provide global advertisers more tools to support their brand suitability goals," Samantha Stetson, vice president, of client council and industry trades at Meta, said. #technology #advertising #optimisation ------ -[Conferences] Our "What's NEXT" series is in full swing for 2024 and 2025, and will be held in Indonesia, Malaysia, Philippines, Singapore, and Hong Kong to lead the discussion on the future of the marketing industry in the region. Check out our events lineup HERE: https://bit.ly/3AOYWKA -[Webinar] Learn more how industry experts delve into the transformative power of conversational marketing to forge deeper, more personalised relationships. Register for on-demand access to this webinar HERE: https://bit.ly/4dI06WE

I'm happy to share my recent input in Al Sharq Al Awsat newspaper, where I discussed the impact of Facebook's measures to attract Generation Z on publishers. 💬 As I highlighted in the article, "Facebook remains the top platform for publishers with over 3 billion users, according to the Global Digital Report 2024. Despite fierce competition, Facebook's flexibility and readiness to evolve have kept it at the forefront." 👥 The focus on Generation Z is particularly noteworthy. This demographic prefers interactive applications and content that aligns with their modern interests. Facebook's strategy to cater to Gen Z involves several key elements: 1- Emphasis on short, interactive content like Reels and Stories. 2- Personalization of content instead of customization to meet specific audience needs. 3- Increase the use of multimedia instead of plain text, including videos and interactive images, to enhance engagement. 4- Integration of augmented reality techniques to deliver concise and clear information. 5- Encouraging user interactivity through comments and reviews. 📈 For publishers, this is an opportunity to innovate and adapt their content strategies. By leveraging Facebook's tools and focusing on engaging personalized content, publishers can better connect with Gen Z and drive growth. I look forward to seeing how these strategies will shape the future of digital marketing and publishing! https://lnkd.in/d9rmW7VS #DigitalMarketing #NewMedia #GenZ #Facebook #Publishing #Innovation #SocialMediaStrategy

Creatives have driven a paid campaign's ROI for the last couple of years, but this year, with AI, it will be the sole differentiator. Companies that use data-backed, AI-generated creatives will scale like never before. "According to Nielsen, creativity drives 56% of a campaign’s sales ROI, and Google reports that 70% of a campaign’s success is determined by the creative. Earlier this year, Meta partnered with global market research firm Nepa to take a deep dive into how creative execution in Facebook and Instagram advertisements drives long- and short-term sales. The results confirmed that following creative best practices can drive a 1.2–2.7-times increase in long-term sales and a 1.2–7.4-times increase in short-term sales." www.AdCreative.ai #ads #paid #marketing

With advertising often tied to product launches, I wondered if the AI race was impacting AI-related ad spend. Turns out it is. Despite warnings of an impending AI downturn, data from MediaRadar, Inc. showed ad spend for AI products and services increased 19x over the first six months of 2023. - Companies spent more than $107 million on ads marketing AI-related products and services in the first half of 2024 vs $5.6 million in H1 2023. - The total number of companies buying ads to market AI products increased from 186 in 2023 to 575 in 2024. - IBM, Microsoft, & GoDaddy accounted for $52 million, or 48% of the total spend in H1 2024. - 45 other companies each spent more than $100,000 on AI-related advertising. - TV ads accounted for 54% of all AI-related ad spend while online video ads made up 14%. - Digital display ads captured 13% of the total spend ($14 million) while paid social exceeded $13 million. Tech giants has also been AI heavy during the 2024 Paris Olympic with Microsoft, Google, Intel Corporation, and Alibaba Group each having paid media or sponsorship deals. Check out the link below for my full Digiday story with more data and commentary. #AI #Advertising #Data #Marketing #Olympics

Integral Ad Science launches Content Block List with Meta to enhance brand suitability for advertisers across Facebook and Instagram. read more: https://lnkd.in/d5zu7Yv8 Lisa Utzschneider | Samantha Stetson #ContentBlockList #BrandSuitability #AI #Campaign #SocialOptimization #AdPlacement #MediaQuality #DigitalAdvertising #Adtechtoday

Some thoughts from around the world of marketing! - Google / Alphabet grew 15% YoY. Search grew 14%, while YouTube grew 21%. Search is far from dead - and Google's AI integrations into search should allow them to maintain their dominance, once they work through some kinks. (https://lnkd.in/gcTB-d3s) - Speaking of Google, the extinction of third-party cookies has been pushed back again. (https://lnkd.in/gp_nQuGX) Still, the end is in sight, and many marketers have already started to move beyond 3PC. What are your options? Contextual advertising (place ads in a context that aligns with the product) is likely to make a comeback. And I expect big growth in first-party data (collect data yourself in exchange for delivering something of value to the consumer). Personally, I'm really bullish on zero-party data: don't collect personally identifying info at all, but use quizzes and other techniques to get site visitors to tell you exactly what they're after, in exchange for small discounts or wins on their side. Privacy concerns in advertising are only going to become more acute over time. Why not leapfrog them altogether? - I love this TED Talk from @kellydparker on persuasive storytelling: https://lnkd.in/dXu-iP9f. The real "aha" for me from this is how critical timing is in storytelling and persuasion. Don't propose marriage too soon!