![]() … Where we are in the generative AI innovation cycle means that experimentation is rife, and we don’t know what consumers will respond to best or what will break them out of ad blindness and ad fatigue cycles.”Īnd what may seem like “wasted” time or money in these early stages may pay off in the long run if it leads to positive developments, Taiwo contended. But it is perhaps also a necessary part of any emerging innovation to help us understand its practicality.Īs Femi Taiwo, head of consultancy, Europe at Stagwell’s media agency Assembly, put it - generative AI and content creation at this scale “will invariably lead to wasted ad spend. The fact that generative AI may contribute to some of the waste in ad spending and production process could be a temporary phase, as businesses move fast to experiment with the technology. ![]() But brands continue to struggle to fulfill their content needs due to limited resources and production budgets.” “As marketing and advertising channels and placements continue to diversify, and brands get smarter about audience segmentation, the need for a high quantity of relevant and compelling content has drastically increased. Otherwise, they would partner with content creators and utilize their storytelling to create assets for a brand’s channels or paid media campaigns. ![]() Depending on client goals, it might produce sponsored content with an influencer’s community on their owned channels. Trade School’s influencer approach is partnering with influencers and partners to boost content production, but it’s not a “one-size-fits-all solution,” Franconi said. Trade School was founded in 2020 as the content and production arm of independent agency 22squared under the parent company Guided By Good. On the content creation side, Genna Franconi, founder and president of Trade School, said this is an opportunity to build up influencer content and emphasize the need for authenticity in digital media. So that volume to me is just going to grow and grow and grow.” “AI is making creators develop things faster and easier than ever, which is just increasing the quantity of distractions and ways that consumers can choose to spend their time. “AI is enhancing doom scrolling,” Beranbom told Digiday. In this context, the pitch being that live brand experiences help target consumers directly, said Andrew Beranbom, CEO of First Tube. Full-service marketing agency First Tube, acquired by Horizon Media in 2022, focuses on producing digital and live experiences.
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