Welcome to another week of our digital news to watch. We’ll be diving into the world of digital marketing and exploring the latest developments in the industry courtesy of Tom, Kylie and Matt. With the recent announcement from Meta about their upcoming tests for a generative AI ads tool, it’s clear that technology is continuing to transform the way we think about advertising. But what does this mean for advertisers and marketers? How can they adapt to the changing landscape and capture the attention of the new age consumer? In this week’s news, we’ll be discussing these topics and more, including Google’s latest update to its “helpful content” system.
Why advertisers need to adapt to the new age of consumer attention
We as advertisers must adapt to the new age of consumer attention by creating engaging, personalised content that resonates with our audience. This involves understanding the customer journey and using data to create a seamless, omni-channel experience. Advertisers should also focus on building trust with their audience by prioritising transparency, authenticity, and ethical data usage. Finally, advertisers should embrace new technologies such as AI and VR to create innovative, immersive experiences that capture consumer attention. By embracing these strategies, advertisers can succeed in the new age of consumer attention and build long-term relationships with their audience.
Meta announces tests of generative AI ads tool
Not to be outdone by Google and Microsoft, Meta, has announced plans to test a new generative AI tool for creating ads. The tool uses machine learning to generate unique ad variations that can be tested and optimised for performance. This approach allows for more efficient and effective ad creation, with advertisers able to create a range of personalised ads at scale. The tool is currently in the testing phase, and Meta plans to roll it out to advertisers in the near future. The move is part of Meta’s broader efforts to incorporate AI and machine learning into its advertising platform and improve the ad experience for users.
AI will cause a ‘creative revolution’
In preparation for the D&AD Festival in May, an expert panel discussed the potential impact of AI on the creative industry, particularly in terms of generating new ideas and streamlining creative processes. The panellists agreed that AI has the potential to revolutionise the industry but cautioned that it is not a magic bullet and will require human oversight and input. They also highlighted the importance of diversity and inclusivity in developing AI algorithms to avoid perpetuating bias and exclusion. The panellists predicted that AI would become an increasingly important tool for creatives but will not replace human creativity entirely.
Fura Johannesdottir, the Global Chief Creative Officer at Huge, likened the advances in AI to the Industrial Revolution.
Google teases an update to its helpful content system
Google has teased an upcoming update to its “helpful content” system, which aims to reward high-quality content that answers users’ queries effectively. The update will focus on improving the ranking of pages that offer helpful and informative content, especially for broad search queries where relevant content is often scattered across multiple pages.
According to Google, the update will prioritise content that demonstrates expertise, authoritativeness, and trustworthiness (E-A-T) on a given topic. This means that high-quality content from authoritative sources, such as government organisations, academic institutions, and established news outlets, may receive a boost in search rankings.
Google has not provided a specific timeline for the rollout of the update, but it has stated that it will be a gradual process and that the impact on search results will not be noticeable overnight. The update is part of Google’s ongoing efforts to provide users with the most relevant and reliable information possible.
Why a shifting marketing landscape requires a people-first mindset
The Co-founder of Media.Monks notes that AI has the potential to revolutionise marketing by allowing for real-time, data-driven decision making, enabling marketers to deliver highly personalised and targeted campaigns. He also highlights some of the challenges that marketers face in implementing AI, including the need for clean, high-quality data and the importance of balancing automation with human expertise. Ultimately, the article suggests that marketers who successfully integrate AI into their operations will be better positioned to compete in an increasingly data-driven and customer-centric marketplace.
Google is testing generative AI in search
Google is testing a new feature called “ad suggestions with auto-generated ad headlines” that uses generative AI technology to create ad headlines for search ads. The AI system analyses ad components, such as descriptions and landing pages, and generates multiple ad headlines that can be used by advertisers. This feature is currently being tested with a limited number of advertisers, and Google has not yet announced when it will be more widely available. The aim is to provide advertisers with more options and increase ad relevance to improve performance. However, some experts have raised concerns about the potential for bias and lack of human oversight in the AI-generated ads.
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