Here’s what you missed if you were only paying attention to Generative AI this year

Hello. In August, Google's SafeSearch filter became the default option when searching the engine. However, the feature is reportedly lumping in product listings while flagging inappropriate images.

— Hubert Trinkunas

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Here’s what you missed if you were only paying attention to Generative AI this year

Beyond the Generative AI hype of 2023, the marketing landscape witnessed subtle yet impactful changes. From European regulators tightening the screws on Big Tech to streaming giants redefining ad-supported models, the year had more to offer than just the limelight on ChatGPT.

'Glocalization' and nuanced marketing: Local content's global rise, termed 'glocalization,' challenges traditional tastemakers. Marketers are adapting to a diverse media landscape, emphasizing authenticity and personalized campaigns.

Ads everywhere and seeking quiet spaces: Amidst social media's ad-free shifts, new advertising surfaces emerged, from shoppable streaming ads to in-ride promotions. With the metaverse on the horizon, brands are advised to seek out "quiet" spaces like audio and in-game advertising for a less competitive edge. In a globally connected media landscape, marketers must be selective and nuanced, resonating with specific consumer groups. While Generative AI plays a role, it's not the sole solution in the marketer's toolbox.

Google launches the next step towards the removal of tracking cookies

Hold onto your digital hats because Google is shaking things up in the online privacy game. The tech giant is unleashing its "Tracking Protection" feature on Chrome, signaling a major move in the crusade against tracking cookies.

Cracking down on cookies: Google's putting the squeeze on third-party cookies with its new "Tracking Protection" option on Chrome. Testing kicks off on January 4th, limiting cross-site tracking by default for an elite 1% of Chrome users globally.

User empowerment FTW: Say goodbye to surreptitious data tracking. With Tracking Protection, users get to call the shots on what data they share while surfing the web. Beware, though – some websites might throw a fit, but fear not, there's a temporary fix to revive those third-party cookies if needed.

This isn't your average tech update; it's a game-changer. Brace yourselves for a shift in how we navigate the online realm, and marketers, it's time to adapt. Google's knocking, and it's not just asking to borrow sugar – it's handing out invites to the Privacy Sandbox party.

2023's ad blitz…hits and misses

In the tumultuous world of marketing, 2023 witnessed a rollercoaster of highs and lows. Here's a swift rundown of the standout campaigns that either soared or stumbled:

Hits:

1. Barbie's World Domination: Barbie didn't just advertise; it orchestrated a global takeover, permeating the social fabric across age groups and societal strata.

2. The Sphere's Extraterrestrial Drop: Imagine thinking you've grasped out-of-home advertising, only to have "The Sphere" descend like an alien artifact. It started as a head-scratcher but soon became a talk-of-the-town catalyst for fresh brand perspectives.

3. Tubi's Mischief Campaign: Tubi's Mischief campaign, with its catchy headlines and out-of-home flair, planted a flag for free channels, making a memorable mark.

Burning Questions:

1. Liquid Death's Musical Alchemy: Liquid Death's bold move of turning negative tweets into music raises eyebrows. The burning question: should those unwitting tweet authors get a cut of the musical royalties?

2. Dr. Rick vs. Flo - The Progressive Conundrum: While some hail Dr. Rick's social relevance, others find it a breath of fresh air compared to the tired Flo campaigns. Is Dr. Rick the savior or just another marketing mirage?

Miss:

1. Maximum Effort's Reynolds Overdose: Leveraging Ryan Reynolds can be a marketing cheat code, but Maximum Effort's repetitive playbook drew flak for feeling oversaturated and lacking innovation.

In the wild world of 2023 marketing, these campaigns etched their stories, leaving us pondering the unpredictable twists of the ad landscape.

Pinterest Is Having a Moment

Pinterest, once synonymous with millennial mood boards, is experiencing a resurgence driven by Gen Z. With 40% of active monthly users belonging to Gen Z, Pinterest's popularity has surged to 482 million users in Q3 2023, with an 11% YoY revenue increase.

Innovative shopping experience: Pinterest's foray into in-person shopping involves a New York pop-up where displayed items are not for sale. Instead, users scan QR codes to buy online, aligning with Pinterest's evolution into a seamless inspiration-to-purchase platform.

Gen Z's creative haven: As social media faces mental health scrutiny, Pinterest stands out as a "place of solace" for Gen Z. It allows users to curate aspirational boards without the pressure of algorithmic competition, fostering a positive space for creativity.

Visual search alternative: Gen Z's shift towards visual searches sees Pinterest alongside TikTok and Instagram. Pinterest's visual approach connects users with products based on interests rather than follows, reflecting the changing landscape of online search.

Pinterest's success, though not on par with giants like YouTube or TikTok, is evident in its unique appeal to Gen Z, marked by a "cool" rating from 33% of adults under 25. With features like Shuffles and its influence on purchasing decisions (84% of Gen Z turns to Pinterest for inspiration), Pinterest remains a compelling force in the evolving social media landscape. As it predicts trends for 2024, the challenge lies in retaining Gen Z's attention amid shifting trends.

Other headlines…

• Temu confirms its Super Bowl return in a lawsuit against rival Shein.

• M&M’s returns to Super Bowl after controversy-courting stunt.

• Frito-Lay reaffirms commitment to diverse creators with new campaign.