Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "creative"
- Email copy is the second-most used function of generative AI, Skyword reports.
- Skepticism is rising among consumers, with 81% questioning whether what they see is real or authentic content, while 65% believe GAI erodes creative and makes everything the same.
- Some 65% of Gen Z describe themselves as video content creators, according to the YouTube Culture & Trends Report, and 89% describe themselves as fans of someone or something.
- Some say generative AI will never replace traditional search engines, but the change could come sooner than expected - especially if consumers show a willingness to take the leap.
- "We've reached a tipping point where AI has shifted from a nice-to-have to a must-have for marketers," says long-time ad exec and consultant David Berkowitz. "As these technologies continue to advance and more marketers build AI capabilities, we expect to see AI become deeply embedded in marketing processes and increasingly shape strategy and decision-making."
- 3DExcite's Tom Acland demoed the system's AI-generated spots for Hyundai's IONIQ 6 to me in real-time. It's just the beginning.
- Google Ad Lead Vidhya Srinivasan provides insights about the future of advertising as advertisers and publishers wonder how Google will add advertising units to AI-supported products.
- Most brands still face challenges to creativity that AI might help resolve, according to the Braze Customer Engagement Review, a study by Wakefield Research.
- VidMob identified five creative insights for top-performing Super Bowl ads. You might need a car in that commercial or a backdrop of grand vistas -- a city, rural location or even the stars and planets.
- Microsoft said early Monday morning that Sam Altman will lead the company's new in-house AI team after the OpenAI co-founder was ousted from his startup on Friday.
- AI grew up this year, advancing into generative and other types. It is changing search advertising and marketing, TV and other media and how creative is produced and automated. It has become the dominants theme across the industry in earnings calls and reports, and it won't let up anytime soon.
- "Growing markets is about creating business versus taking business from others," said P&G's Marc Pritchard.
- Litmus offers to scan outgoing emails with a new testing tool, announced at the Litmus Live conference in Boston.
- A pair of Harvard researchers found that concise emails greatly out-pull wordy ones.
- Just 3% of digital media budgets are allocated to ads featuring people over 60.
- Brand traits -- such as consumer loyalty, market share and brand penetration -- are responsible for 21% of incremental sales, up six percentage points since 2017.
- Despite two decades of online behavioral evidence, brands continue to leave money on the table by underserving the fastest growing demographic in the US. The Managing Director, Karla Fernandez Parker, at one of the most experienced multicultural agencies, Sensis, explains the scale and power of this untapped audience and how they and their client Chef Merito use data, targeted media and creativity to show the power of serving the underserved.
- Avocados From Mexico is building a brand in a brandless category by leveraging creative disruption on advertising's biggest stage-the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, gives us a play-by-play of their campaign strategy.
- Creatives with disabilities are providing brands with an authentic way to connect with an audience that's actively seeking inclusivity, Nielsen said.
- People who are most familiar with AI tend to have the most favorable opinion of its use in marketing.
- There is a science to using and driving marketing results with them, judging by a new report by Phrasee, which shows football emojis have seen a 37% improvement -- but not in November.
- Most Gen Zers believe media does a good job of reflecting them, and almost half say the same about advertising, SeeHer and Horowitz Research report.
- The data-driven solution is said to allow for optimizing creative rotations without changing a campaign's media strategy.
- LinkedIn is launching a suite of tools including the "CMO Scorecard," "B2B Index" and "B2B Leaderboard" intended to help companies better understand how brand investments are impacting their bottom line.
- Not surprisingly, the board's questions were mostly about the impact AI will have explicitly on agency creative, media and overall management.
- Snapchat is testing a new way for users to play around with AI creation through a feature the company is calling "Dreams" -- using generative AI technology to deliver otherworldly scenes instead of written answers.
- Research and analytics platform Veritonic found that 78% of people in a recent survey said they are likely to listen to streaming audio and podcasts when outside in the summer.
- Only a third of marketers can correctly choose the AI-generated variations on a human-written control, Persado reports.
- The study examined how ad creative impacts 61 metrics including lift, search intent, click-through rates and more in the consumer product group, automotive and other verticals. Creative quality can lead to 23% aided ad-recall, which drops to 2% for ads with poor creative quality. The study found that consumers looking for a product are 20% more likely to notice and 13% more likely to enjoy ads with improved visuals such as human presence, product images, or prominent logo placement.
- When the male grooming brand Manscaped has something big to say, you can count on that announcement to make a splash. From taking over digital and static ad space in New York's Penn Station, to fully decking out the men's restrooms at Levi's(R) Stadium, Manscaped's iconic branding and bold campaigns are as eye-catching as they are impactful. Add influencers into the mix to amplify that message, and the experience becomes fully immersive. As the company enters new international markets, it is exploring how to use legacy tactics and emerging OOH trends to optimize efficiency and augment creativity. Manscaped's Senior Partnerships Manager, Lucas Colye, explores what the company has learned, how it maximizes campaigns, static vs. digital screens, and the ways the brand stimulates social amplification with striking creative execution.
